Young Wireless Consumers Are Comparison Shoppers
A recent study from market research firm Compete says that under-18s are more likely to thoroughly study and compare the competitive offerings of wireless carriers. That’s no small feat, given how complicated and confusing tose offerings are. It’s also little surprise, since most adults scarcely have the time to decipher the Navajo-code-talker clarity the carriers offer. The report states that youth are an attractive segment ripe for growth, since there is currently only 25%penetration today. The under-18 mob is also noted for beint ~40% more likely to include data features and accessories. T-Mobile and Cingular are noted for successfully attracting this segment, but there was no mention in the report of youth-friendly offerings from Boost Mobile, Virgin, or Leap. (I imagine the report focused on the big 6 carriers.)
