"U.S. Mobile Handset Market & Customer Segmentation" is the Multimedia Intelligence report that analyzes the U.S. market for cellular handset shipments by manufacturer in terms of age, race, ethnicity and gender.
While the market research firm projects that Motorola will hold its place as the top U.S. mobile handset manufacturer in 2008, this will change in 2009 as younger age groups’ favored products assume a greater share. Specifically, Samsung and LG are projected to surpass Motorola’s current 21 percent of all handsets bought in the United States — a noteworthy shift in market share.
"The market share gains made by RIM and Apple are coming at the expense of the market incumbents and are affecting the way the entire market competes," said Rick Sizemore, chief strategy officer with MultiMedia Intelligence.
Key highlights of the report point to age and gender as strong factors for market success. In 2008:
- Samsung ranked first in terms of market share among the highly influential 12- to 17-year-old age group. Samsung is also first among African-American and Hispanic consumers.
- Blackberry sales are expected to better than double. The most popular age demographic for U.S. Blackberry users is 35-44.
- LG topped the list for 25- to 34-year-olds, with strong adoption by males.
- Nokia is the most popular vendor for those 65 and older.
- Women make up nearly 60 percent of all U.S. Palm Treo consumers. The strength of Treo among women versus men is most apparent among younger consumers.
- Samsung is the No. 1 vendor for women, whereas Motorola is the No. 1 vendor to men.