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Mobile User Lifestyle Survey Available from My AvantGo
February 25, 2003
AvantGo, a provider of mobile enterprise software, today released
results from its 2003 Mobile Lifestyle Survey -- delivered to users
on their mobile devices to determine their preferences, buying patterns,
interests and activities. The survey sought to uncover trends among
those who regularly carry and use a personal digital assistant (PDA).
The results may surprise brand managers and marketers looking to
reach that key male, age 25-50 audience. The study found that mobile
device users in 2003 are mostly male, well educated and well paid
with varied interests in sports and travel, for example.
"They are an elusive group for marketing professionals to reach
-- 25- to 50-year-old males -- yet they can wield significant influence
on the purchasing of products and services," said Neil Versen, vice
president of sales at AvantGo. "This survey shows that My AvantGo,
a proven marketing medium that literally puts information in the
palms of customers' hands, has captured them and their buying habits."
Profile of a Mobile User in 2003: He's Male, Educated and Active
Of those surveyed in the 2003 Lifestyle Survey: Eighty-four percent
are male. Sixty-nine percent are between 25 and 50 years of age,
with 40% between 35 and 50. They are well educated with more than
two-thirds completing college, a masters or a PhD degree. Over half
have an annual household income above $60,000, with a full 26% over
$100,000. And, if you think they are just geeks, think again. They
are sports fans, watching football (51%), basketball (28%), baseball
(23%) and NASCAR (13%), and on any given day you may find over 80%
of them participating in outdoor sports, including golfing (19%),
hiking (17%) and cycling (15%).
Other characteristics of the mobile user in 2003 include: -- They
come from a variety of industries, and the majority of these PDA
users own both their homes and their cars. However, nearly a third
are in the market to purchase a new vehicle in less than one year.
-- They travel for both business (with 12% averaging more than 10
business trips a year) and for pleasure (with 24% taking over three
vacations per year). -- When they aren't traveling, they are busy
using wireless services from a variety of carriers and a combination
of their desktop and laptop computers to conduct online purchases
of books (60%), PC software (56%) and CDs/music (49%). In the next
six months, among the items they intend to purchase are new PCs,
appliances and cameras. -- Of course, they all own a PDA that almost
two-thirds purchased for themselves, while others were a gift or
provided by their employers.
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