Research undertaken by Harris Poll(R) in the US demonstrates that it is those aged under 30 that use cell phones the most.

The study shows an interesting profile of cell phone users. They are much younger than the general adult population. Over half of people (55%) who say they only use a cell phone are ages 18 to 29 as compared to 22 percent of U.S. adults who are 18 to 29. Furthermore, this translates into a third (32%) of 18 to 29 year olds who say they only use a cell phone (26%), only VoIP (3%) or VoIP and a cell phone (4%).

There are two implications to this research. First, new technologies are often first adopted by younger segments. However, the rapid adoption rates we are seeing here will likely reshape the entire communications landscape within the next decade. Second, the fact that so many 18 to 29 years are only using cell phones and the Internet has important implications for companies and other organizations that are trying to communicate with this important segment of the population. This also hold trues with those who conduct survey research who have relied on traditional methods (i.e., telephone landlines) for reaching this group. The survey research and marketing industries need to recognize that the Internet and cell phones, not landlines, are likely to be the wave of the future for contacting this age group.

The difficulty is that if these findings translate through to New Zealand the demographic profile of cell phone users is still found wanting when it comes to research that seeks to obtain a broad sample group.