Press Release

02/06/2004

National Survey Reveals New Generational Divide:

SAN DIEGO (December 4, 2003) --- If Americans were forced to choose between their home phones and their mobile phones, our younger generations would go mobile and our older generations would stay home, according to a new national survey commissioned by LG Mobile Phones.

SAN DIEGO (December 4, 2003) --- If Americans were forced to choose between their home phones and their mobile phones, our younger generations would go mobile and our older generations would stay home, according to a new national survey commissioned by LG Mobile Phones.

Nearly two-thirds of Americans age 16 - 29 would opt for a mobile phone over a landline, compared to less than one-third of those 50 years or older (61% vs. 31%), according to the LG Mobile Phones "Personal Call" Survey.

One of the reasons for the mobile preference among teens and twenty-somethings is that 70% of them say they "stay in better touch with friends and family" since going mobile.

But the LG survey also reveals that younger Americans are significantly more cell savvy than older generations - they are more likely to use their mobile phone's features and to customize them to suit their individual preferences.

For example, nine out of ten 16 - 29 year-olds say they have used caller ID on their mobile phones to decide whether or not to answer a call (91%). Less than half as many of those age 50+ say they have used caller ID to screen their calls (40%).


Custom Calling
Cell savvy 16 - 29 year-olds also are most likely to customize their mobile phones. Nearly half of them change their ring at least monthly (47% vs. only 8% of those 50+). More than one-third of them change their messages at least monthly (36% vs. 12% of those 50+), and one-third of them change their screen saver monthly or more often (33% vs. 6% of those 50+).

What's more, 16 - 29 year-olds are the most creative with how they use their mobile phones to enhance their social lives.


Flirts, Fakers and Snoopers
Four out of ten of them say they are bolder flirts on their mobile phones than in person, using text messaging to say things that they wouldn't be able to say speaking to someone in person (37% vs. 9% of those 50+).

Gender as well as age influences how people use mobile phones. For example, men - especially young men - are the most likely to resort to phone call fakery. One-third of men under 40 say they have pretended to be on a mobile phone call in order to get out of talking to someone they're with (29%).

Women, on the other hand, are the most likely phone snoops. Nearly one-third of women under 40 admit to snooping on other people's cell phones to find out personal information about them - who the phone's owner has called lately (31%), who has called the phone's owner (33%) and who is in the owner's phone book (31%).

What's more, four in ten women under 40 admit to having used their mobile phones to spread good gossip (38%).

"Mobile phones are much more than a mere transmission tool," said Melissa Elkins, LG Mobile Phones Public Relations Manager. "For many people, especially the cell savvy, mobile phones are becoming an extension of the person themselves, an expression of their personalities in look and sound and use."

"There may be a generational divide at the moment in terms of mobile phone preference, but we expect this gap to close quickly within the next few years as people of all ages become increasingly familiar with the convenience, customization and simple fun factor of mobile phones," said Elkins.

The LG Phones "Personal Call" Survey was conducted by Kelton Research Nov. 14 - 18, 2003. A random sample of 802 Americans, age 16 and older, were surveyed by telephone. The confidence level is 95% with a plus or minus 3% differential.


About LG Mobile Phones
LG Mobile Phones' expertise in designing sleek, user-friendly phones has proven wildly successfully in the U.S. market, where the company's market share of all CDMA handsets has exponentially grown in just four years. LG has claimed nearly' percent of the CDMA market share in the U.S. for 2002, ranking LG as the third-largest manufacturer, according to analysts at Strategy Analytics. LG has plans to increase its market penetration even further with an aggressive brand campaign and a competitive line of next generation high-speed voice and data mobile phones.

Headquartered in San Diego, Calif., LG Mobile Phones is the North American wireless division of LGE USA, a business unit of LG Electronics of Seoul, Korea. Established in'58 as Korea's pioneer consumer electronics company, LG Electronics is a major global player in electronics, information and communications products. LGE was the first manufacturer to commercialize the CDMA digital mobile communication system with its support of the launch of the SK Telecom Network in Korea.
close