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Description

Description

“There are few industries where products are more indistinguishable than communication services. As a result, the cellular brands are hard at work tinkering with what they can alter most easily: prices and plans.”

– Billy Hulkower, Senior Technology Analyst

Some questions answered in this report include:

  • Is it really just lipstick?
  • Do limitations on voice minutes benefit carriers?
  • Why are there so few subscriptions?

What's included

What's included

Table of contents

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Steady growth driven by data
                            • Figure 1: Fan chart forecast U.S. cellular service revenues, 2007-17
                          • Data drives growth
                            • Figure 2: U.S. cellular revenues and forecast, voice vs. data, at current prices, 2007-17
                          • Rapid growth for prepaid, but postpaid still rules
                            • Figure 3: U.S. cellular revenues and forecast, prepaid vs. postpaid, at current prices, 2010-17
                          • The consumer
                            • Income central to carrier selection
                              • Figure 4: Current cell phone service provider, by household income, September 2012
                            • Verizon the brand for whites
                              • The end of growth in voice subscriptions nears
                                • Type of plan driven by income
                                  • Figure 5: Type of cell phone service plan subscribed to, contract vs. prepaid, by household income, September 2012
                                • One in five interested in switching carriers
                                  • Figure 6: Interest in switching cellular service provider, by age, September 2012
                                • Switchers want to connect
                                  • Switchers and potential switchers of two minds about prices
                                    • Length of tenure with provider rising
                                      • Figure 7: Length of tenure at current cell phone service provider, July 2007-March 2012
                                    • Majority of laptops and tablets on fixed-point internet
                                      • Figure 8: Use of laptops and tablets on cellular networks, September 2012
                                    • What we think
                                    • Issues in the Market

                                        • Is it really just lipstick?
                                          • Do limitations on voice minutes benefit carriers?
                                            • Figure 9: Type of cell phone service plan subscribed to, by age, September 2012
                                            • Figure 10: Type of cell phone service plan subscribed to, by number of people in household, September 2012
                                          • Why are there so few subscriptions?
                                            • Figure 11: Use of laptops or tablets on cellular networks, September 2012
                                        • Trend Applications

                                            • Trend: Prove It
                                              • Trend: Cool Vending
                                                • 2015 trends
                                                  • Trend: Old Gold
                                                    • Figure 12: Family cell phone service plan subscribership, by age, September 2012
                                                • Insights and Opportunities

                                                  • Play book for reducing churn by provider
                                                    • Subscribers at AT&T and Verizon want cost relief
                                                      • Figure 13: Reasons for considering changing cell phone service plan, by current provider—Verizon and AT&T, September 2012
                                                    • Subscribers at Sprint and T-Mobile want improved speed and reception
                                                      • Figure 14: Reasons for considering changing cell phone service plan, by current provider—Sprint and T-Mobile, September 2012
                                                    • Smaller carriers can ramp up customer service, expand low-cost smartphones
                                                      • Figure 15: Reasons for considering changing cell phone service plan, by current provider—other* providers, September 2012
                                                    • Building digital families
                                                    • Market Size

                                                      • Key points
                                                        • Steady growth driven by data
                                                          • Figure 16: U.S. cell phone service revenues, at current prices, 2007-17
                                                          • Figure 17: U.S. cell phone service revenues, at inflation-adjusted prices, 2007-17
                                                          • Figure 18: U.S. cellular subscriptions, 2007-12
                                                        • Fan chart forecast
                                                            • Figure 19: Fan chart forecast U.S. cell phone service revenues, 2007-17
                                                        • Market Drivers

                                                          • Key points
                                                            • Voice adoption nearly complete
                                                              • One point of growth per year
                                                                • Figure 20: Cell phone ownership, July 2007-March 2012
                                                                • Figure 21: Cell phone ownership, by age, August 2011-March 2012
                                                                • Figure 22: Cell phone ownership, by household income, August 2011-March 2012
                                                              • Age and spend
                                                                • Figure 23: Last month's cell/wireless phone bill, by age, August 2011-March 2012
                                                                • Figure 24: U.S. population by age, 2013-18
                                                              • Rising tide of high-income households
                                                                • Figure 25: Last month's wireless phone bill, by household income, August 2011-March 2012
                                                                • Figure 26: Household income distribution, 2010-11
                                                              • Plan selection driven by income
                                                                • Figure 27: Type of cell phone service plan subscribed to, by household income, September 2012
                                                            • Segment Performance: Voice vs. Data

                                                              • Key points
                                                                • Voice vs. data
                                                                  • Voice sales stagnant
                                                                    • Figure 28: U.S. cell phone service revenues, voice services vs. data services, at current prices, 2007-17
                                                                  • Dramatic gains in connected devices
                                                                    • Figure 29: U.S. connected device subscriptions**, 2007-12
                                                                • Segment Performance: Prepaid vs. Postpaid

                                                                  • Key points
                                                                    • Prepaid vs. postpaid
                                                                      • Figure 30: U.S. cell phone service revenues, postpaid vs. prepaid, 2007-17
                                                                    • Postpaid to rally on data use and more effective pricing
                                                                      • Figure 31: U.S. cellular service postpaid subscriptions, 2007-12
                                                                    • Prepaid gains subscription share faster than revenue share
                                                                      • Figure 32: U.S. cellular service prepaid subscriptions, 2007-12
                                                                  • Innovations and Innovators

                                                                    • Verizon and AT&T launch shared plans
                                                                      • AT&T makes foray into experiential retail
                                                                        • Verizon expands footprint in autos
                                                                          • Sprint targets buyback program to boost iPhone subscriber numbers
                                                                          • Leading Companies

                                                                            • Key points
                                                                              • Little change in positions from 2010-12
                                                                                • Figure 33: Cellular carrier subscribed to, July 2009-March 2012
                                                                              • Four leaders
                                                                                • Figure 34: Current, former, and possible future cellular service provider, September 2012
                                                                              • Verizon and AT&T succeed among high-income groups
                                                                                • Figure 35: Current cellular service provider, by household income, September 2012
                                                                              • All income groups see trade-off in carriers selection
                                                                                • Figure 36: Attitudes to cellular service price, by age, September 2012
                                                                                • Figure 37: Attitudes to cellular service price, by household income, September 2012
                                                                              • Fear and inertia may benefit status quo
                                                                                • Figure 38: Attitudes to switching cellular service provider, by current provider, September 2012
                                                                              • Older subscribers head for value
                                                                                • Figure 39: Current cellular service provider, by age, September 2012
                                                                              • Leaders could gain share by increasing marketing of prepaid plans
                                                                                • Figure 40: Cellular service providers under consideration for future usage, by household income, September 2012
                                                                              • T-Mobile most vulnerable, Verizon least
                                                                                • Figure 41: Level of interest in switching cellular service provider, by current provider, September 2012
                                                                                • Figure 42: Attitudes to cell phone service, by current provider, September 2012
                                                                                • Figure 43: Attitudes to cellular plans, by current provider, September 2012
                                                                                • Figure 44: Attitudes to cellular service plan prices, by current provider, September 2012
                                                                              • Perception of speed bumps at Sprint may outlive actual speed bumps
                                                                                • Figure 45: Attitudes to cellular internet usage, by current provider, September 2012
                                                                              • AT&T subscribers heading off contract
                                                                                • Figure 46: Cellular service contract status, by current provider, September 2012
                                                                            • Marketing Strategies

                                                                              • Key points
                                                                                • Verizon
                                                                                  • Verizon TV ad touts family sharing
                                                                                    • Figure 47: Verizon “Just Right” television ad, 2012
                                                                                  • Pushing shared data in print
                                                                                    • Figure 48: Verizon print ad, sharing data to tackle the school year, 2012
                                                                                  • Marketing to sports fans
                                                                                    • AT&T
                                                                                      • AT&T TV ad touts family sharing
                                                                                        • Figure 49: AT&T “Share plan” television ad, 2012
                                                                                      • Direct mail also focuses on sharing
                                                                                        • Figure 50: AT&T direct mail ad, AT&T Plus offers Mobile Share plan, 2012
                                                                                        • Figure 51: AT&T print ad, the nation’s largest 4G network, 2012
                                                                                      • Sprint
                                                                                        • Figure 52: Attitudes to switching cellular service provider, by interest in switching cellular service provider, September 2012
                                                                                      • Sprint TV ad shows unlimited data means no sharing needed
                                                                                        • Figure 53: Sprint “Data coach” television ad, 2012
                                                                                      • Sprint uses email to offer incentives to switch
                                                                                        • Figure 54: Sprint email ad campaign offers incentives to switch, 2012
                                                                                      • T-Mobile
                                                                                        • T-Mobile TV ad
                                                                                          • Figure 55: T-Mobile “Across America” television ad, 2012
                                                                                        • MetroPCS
                                                                                          • Figure 56: MetroPCS “Moving Facts” television ad, 2012
                                                                                        • TracFone
                                                                                          • Figure 57: TracFone, “Coast to Coast” TV ad, 2012
                                                                                      • Social Media

                                                                                          • Key points
                                                                                            • Key social media metrics
                                                                                              • Figure 58: Key brand metrics, mobile service providers, January 2013
                                                                                            • Market overview
                                                                                              • Brand usage and awareness
                                                                                                • Figure 59: Usage and awareness of selected mobile service providers, October 2012
                                                                                              • Interaction with brands
                                                                                                • Figure 60: Interaction with selected mobile service providers, October 2012
                                                                                              • Online conversations
                                                                                                • Figure 61: Percentage of consumer conversation by selected mobile service providers, Dec. 24, 2012-Jan. 23, 2013
                                                                                                • Figure 62: Online mentions, selected mobile service providers, percentageof daily mentions, by day, Dec. 24, 2012-Jan. 23, 2013
                                                                                              • What are people saying about mobile service providers?
                                                                                                • Figure 63: Mentions by page type, selected mobile service providers, Dec. 24, 2012-Jan. 23, 2013
                                                                                              • What are people talking about?
                                                                                                • Figure 64: Mentions by type of conversation, selected mobile service providers, Dec. 24, 2012-Jan. 23, 2013
                                                                                                • Figure 65: Mentions by type of conversation, selected mobile service providers, percentage of daily mentions, by day, Dec. 24, 2012-Jan. 23, 2013
                                                                                                • Figure 66: Major areas of discussion surrounding mobile service providers, by page type, Dec. 24, 2012-Jan. 23, 2013
                                                                                              • Brand analysis
                                                                                                • T-Mobile
                                                                                                  • Figure 67: T-Mobile key social media metrics, January 2013
                                                                                                • Key online campaigns
                                                                                                  • What we think
                                                                                                    • Verizon
                                                                                                      • Figure 68: Verizon key social media metrics, January 2013
                                                                                                    • Key online campaigns
                                                                                                      • What we think
                                                                                                        • AT&T
                                                                                                          • Figure 69: AT&T Key social media metrics, January 2013
                                                                                                        • Key online campaigns
                                                                                                          • What we think
                                                                                                            • Sprint
                                                                                                              • Figure 70: Sprint key social media metrics, January 2013
                                                                                                            • Key online campaigns
                                                                                                              • What we think
                                                                                                                • Boost Mobile
                                                                                                                  • Figure 71: Boost Mobile key social media metrics, January 2013
                                                                                                                • Key online campaigns
                                                                                                                  • What we think
                                                                                                                    • U.S. Cellular
                                                                                                                      • Figure 72: U.S. Cellular key social media metrics, January 2013
                                                                                                                    • Key online campaigns
                                                                                                                      • What we think
                                                                                                                      • Interest in and Attitudes Toward Changing Carriers

                                                                                                                        • Key points
                                                                                                                          • Interest in changing service
                                                                                                                            • Behavior-based marketing most likely to reach near-term switchers
                                                                                                                              • Figure 73: Interest in switching cellular service provider, by gender, September 2012
                                                                                                                            • Family plans may become less sticky
                                                                                                                              • Figure 74: Interest in switching cellular service provider, by number of people in household, September 2012
                                                                                                                              • Figure 75: Interest in switching cellular service provider, by age, September 2012
                                                                                                                              • Figure 76: Interest in switching cellular service provider, by household income, September 2012
                                                                                                                              • Figure 77: Interest in switching cellular service provider, by gender, September 2012
                                                                                                                            • Attitudes toward changing providers
                                                                                                                              • Sources of longer tenure: confusion, fear, and contentment
                                                                                                                                • Figure 78: Likelihood of switching to a new carrier with service is disappointing, July 2008-March 2012
                                                                                                                                • Figure 79: Length of tenure at current carrier, July 2007-March 2012
                                                                                                                                • Figure 80: Agreement that cell phone plans are confusing, by age, August 2011-March 2012
                                                                                                                              • Vast majority happy with current carrier
                                                                                                                                • Figure 81: Select attitudes to cell phone service, September 2012
                                                                                                                                • Figure 82: Select attitudes to cell phone service, by age, September 2012
                                                                                                                              • Change is difficult, even frightening
                                                                                                                                • Figure 83: Attitudes to changing carriers, September 2012
                                                                                                                              • Limited interest in unlimited service
                                                                                                                                • Figure 84: Interest in unlimited voice vs. data, September 2012
                                                                                                                              • Younger ages, larger households have greater concerns
                                                                                                                                • Figure 85: Attitudes to switching cellular service provider, by number of people in household, September 2012
                                                                                                                                • Figure 86: Attitudes to switching cellular service provider, by age, September 2012
                                                                                                                            • Attitudes and Interest of Switchers

                                                                                                                                • Key points
                                                                                                                                  • Switchers give the thumbs down to current customer service
                                                                                                                                    • Figure 87: Attitudes to cell phone service and carrier, by interest in switching cellular service provider, September 2012
                                                                                                                                  • Half of switchers may be turning in favor of higher-cost plans
                                                                                                                                    • Figure 88: Attitudes to cellular service price and reception quality, by interest in switching cellular service provider, September 2012
                                                                                                                                  • Need for speed drives interest in switching
                                                                                                                                    • Figure 89: Attitudes to cellular internet usage, by interest in switching cellular service provider, September 2012
                                                                                                                                  • Cellular service for tablets and laptops central piece of switcher’s needs
                                                                                                                                    • Figure 90: Laptop ownership and method of internet access, by interest in switching cellular service provider, September 2012
                                                                                                                                    • Figure 91: Tablet ownership and method of internet access, by interest in switching cellular service provider, September 2012
                                                                                                                                • Reasons for Considering Changing Service

                                                                                                                                    • Key points
                                                                                                                                      • Faster service, cheaper service, and more of it
                                                                                                                                        • Figure 92: Reasons for considering changing cell phone service plan, September 2012
                                                                                                                                        • Figure 93: Spend on monthly cell phone service bill, July 2007-March 2012
                                                                                                                                      • Grouping desire
                                                                                                                                        • Figure 94: Reasons for changing cell phone service, by reasons for changing cell phone service plan, September 2012
                                                                                                                                    • Interest in and Attitudes Toward Mobile Internet

                                                                                                                                      • Key points
                                                                                                                                        • Attitudes and behavior toward mobile internet driven by age
                                                                                                                                          • Figure 95: Attitudes to cellular service internet usage, by age, September 2012
                                                                                                                                        • Connecting devices via cellular closely linked to age, income
                                                                                                                                          • Figure 96: Laptop ownership and method of internet access, by age, September 2012
                                                                                                                                          • Figure 97: Laptop ownership and method of internet access, by household income, September 2012
                                                                                                                                          • Figure 98: Laptop ownership and method of internet access, by number of people in household, September 2012
                                                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                                                        • Key points
                                                                                                                                          • Second and third tier more successful with multicultural groups
                                                                                                                                            • Figure 99: Cellular carrier subscribed to, by race and Hispanic origin, August 2011-March 2012
                                                                                                                                          • Verizon weak among Spanish speakers
                                                                                                                                            • Figure 100: Cellular carrier subscribed to, Hispanics, by language spoken in home, August 2011-March 2012
                                                                                                                                        • Custom Consumer: Focus on Young Men

                                                                                                                                            • Men aged 18-34 keen on ending relationship, moving on to beautiful new carrier
                                                                                                                                              • Figure 101: Interest in switching cellular service provider, by gender and age, September 2012
                                                                                                                                            • Young men least satisfied with cellular internet
                                                                                                                                              • Figure 102: Attitudes to cellular internet usage, by gender and age, September 2012
                                                                                                                                            • Young men wary of no contract
                                                                                                                                              • Figure 103: Attitudes to cellular plans, by gender and age, September 2012
                                                                                                                                          • Cluster Analysis

                                                                                                                                              • Connectors
                                                                                                                                                • Demographics
                                                                                                                                                  • Characteristics
                                                                                                                                                    • Opportunity
                                                                                                                                                      • Vocalists
                                                                                                                                                        • Demographics
                                                                                                                                                          • Characteristics
                                                                                                                                                            • Opportunity
                                                                                                                                                              • Unhappy Campers
                                                                                                                                                                • Demographics
                                                                                                                                                                  • Characteristics
                                                                                                                                                                    • Opportunity
                                                                                                                                                                      • Happy Campers
                                                                                                                                                                        • Demographics
                                                                                                                                                                          • Characteristics
                                                                                                                                                                            • Opportunity
                                                                                                                                                                              • Cluster characteristic tables
                                                                                                                                                                                • Figure 104: Target clusters, September 2012
                                                                                                                                                                                • Figure 105: Interest in switching cellular service provider, by target clusters, September 2012
                                                                                                                                                                                • Figure 106: Current provider, by target clusters, September 2012
                                                                                                                                                                                • Figure 107: Providers under consideration for future usage, by target clusters, September 2012
                                                                                                                                                                                • Figure 108: Type of cell phone service plan subscribed to, by target cell phone service clusters, September 2012
                                                                                                                                                                                • Figure 109: Reasons for changing cell phone service plan, by target cell phone service clusters, September 2012
                                                                                                                                                                                • Figure 110: Monthly data allotment, by target cell phone service clusters, September 2012
                                                                                                                                                                                • Figure 111: Attitudes to cell phone service, by target cell phone service clusters, September 2012
                                                                                                                                                                                • Figure 112: Attitudes to cellular service price, by target cell phone service clusters, September 2012
                                                                                                                                                                                • Figure 113: Attitudes to switching cellular service provider, by target clusters, September 2012
                                                                                                                                                                                • Figure 114: Attitudes to cellular internet usage, by target clusters, September 2012
                                                                                                                                                                                • Figure 115: Attitudes to cellular plans, by target clusters, September 2012
                                                                                                                                                                                • Figure 116: Laptop ownership and method of internet access, by target clusters, September 2012
                                                                                                                                                                                • Figure 117: Tablet ownership and method of internet access, by target clusters, September 2012
                                                                                                                                                                              • Cluster demographic tables
                                                                                                                                                                                • Figure 118: Target clusters, by demographic, September 2012
                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                              • Appendix: Additional Consumer Tables

                                                                                                                                                                                • Use of tablets with mobile internet
                                                                                                                                                                                  • Figure 119: Tablet ownership and method of internet access, by age, September 2012
                                                                                                                                                                                  • Figure 120: Tablet ownership and method of internet access, by number of people in household, September 2012
                                                                                                                                                                                  • Figure 121: Tablet ownership and method of internet access, by household income, September 2012
                                                                                                                                                                                • Family plan usage and intent to upgrade
                                                                                                                                                                                  • Figure 122: Attitudes to cellular plans, by age, September 2012
                                                                                                                                                                                  • Figure 123: Attitudes to cellular plans, by household income, September 2012
                                                                                                                                                                                • Attitudes toward contract plans
                                                                                                                                                                                  • Figure 124: Attitudes to cellular plans, by age, September 2012
                                                                                                                                                                                  • Figure 125: Attitudes to cellular plans, by household income, September 2012
                                                                                                                                                                                  • Figure 126: Attitudes to cellular plans, by interest in switching cellular service provider, September 2012
                                                                                                                                                                                • Data allotment and contract status
                                                                                                                                                                                  • Figure 127: Monthly data allotment, by age, September 2012
                                                                                                                                                                                  • Figure 128: Monthly data allotment, by household income, September 2012
                                                                                                                                                                                  • Figure 129: Contract status, by age, September 2012
                                                                                                                                                                                • Presence of children
                                                                                                                                                                                  • Figure 130: Monthly data allotment, by presence of children in household, September 2012
                                                                                                                                                                                  • Figure 131: Attitudes to cell phone service, by presence of children in household, September 2012
                                                                                                                                                                                  • Figure 132: Attitudes to price, by presence of children in household, September 2012
                                                                                                                                                                                  • Figure 133: Attitudes to cellular internet usage, by presence of children in household, September 2012
                                                                                                                                                                                  • Figure 134: Attitudes to cellular plans, by presence of children in household, September 2012
                                                                                                                                                                                • Race and Hispanic origin
                                                                                                                                                                                  • Figure 135: Last month's cell/wireless phone bill, Hispanics, by language spoken in home, August 2011-March 2012
                                                                                                                                                                                  • Figure 136: Providers under consideration for future usage, by race/Hispanic origin, September 2012
                                                                                                                                                                                  • Figure 137: Interest in switching cellular service provider, by race/Hispanic origin, September 2012
                                                                                                                                                                                • Teens
                                                                                                                                                                                  • Figure 138: Type of cell phone service plan subscribed to by teens: family vs. individual, April 2007-June 2012
                                                                                                                                                                                  • Figure 139: Type of cell phone service plan subscribed to by teens: family vs. individual, by gender and age, April 2011-June 2012
                                                                                                                                                                                  • Figure 140: Type of cell phone service plan subscribed to by teens: prepaid vs. postpaid vs. no contract, April 2007-June 2012
                                                                                                                                                                                  • Figure 141: Type of cell phone service plan subscribed to by teens: prepaid vs. postpaid vs. no contract, by gender and age, April 2011-June 2012
                                                                                                                                                                              • Appendix: Brand Awareness

                                                                                                                                                                                  • Figure 142: Brand usage or awareness, October 2012
                                                                                                                                                                                  • Figure 143: Verizon usage or awareness, by demographics, October 2012
                                                                                                                                                                                  • Figure 144: AT&T usage or awareness, by demographics, October 2012
                                                                                                                                                                                  • Figure 145: T-Mobile usage or awareness, by demographics, October 2012
                                                                                                                                                                                  • Figure 146: Sprint usage or awareness, by demographics, October 2012
                                                                                                                                                                                  • Figure 147: U.S. Cellular usage or awareness, by demographics, October 2012
                                                                                                                                                                                  • Figure 148: Boost Mobile usage or awareness, by demographics, October 2012
                                                                                                                                                                              • Appendix: Social Media Activity

                                                                                                                                                                                  • Figure 149: Activities done, October 2012
                                                                                                                                                                                  • Figure 150: Verizon—Activities done, by demographics, October 2012
                                                                                                                                                                                  • Figure 151: Verizon—Activities done, by demographics, October 2012
                                                                                                                                                                                  • Figure 152: AT&T—Activities done, by demographics, October 2012
                                                                                                                                                                                  • Figure 153: AT&T—Activities done, by demographics, October 2012
                                                                                                                                                                                  • Figure 154: T-Mobile—Activities done, by demographics, October 2012
                                                                                                                                                                                  • Figure 155: T-Mobile—Activities done, by demographics, October 2012
                                                                                                                                                                                  • Figure 156: Sprint—Activities done, by demographics, October 2012
                                                                                                                                                                                  • Figure 157: Sprint—Activities done, by demographics, October 2012
                                                                                                                                                                              • Appendix: Social Media Mentions

                                                                                                                                                                                  • Figure 158: Percentage of consumer conversation by selected mobile service providers, Dec. 24, 2012-Jan. 23, 2013
                                                                                                                                                                                  • Figure 159: Online mentions, selected mobile service providers, percentage of daily mentions, by day, Dec. 24, 2012-Jan. 23, 2013
                                                                                                                                                                                  • Figure 160: Mentions by page type, selected mobile service providers, Dec. 24, 2012-Jan. 23, 2013
                                                                                                                                                                                  • Figure 161: Mentions by type of conversation, selected mobile service providers, Dec. 24, 2012-Jan. 23, 2013
                                                                                                                                                                                  • Figure 162: Mentions by type of conversation, selected mobile service providers, percentage of daily mentions, by day, Dec. 24, 2012-Jan. 23, 2013
                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                About the report

                                                                                                                                                                                This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                • The Consumer

                                                                                                                                                                                  What They Want. Why They Want It.

                                                                                                                                                                                • The Competitors

                                                                                                                                                                                  Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                • The Market

                                                                                                                                                                                  Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                • The Innovations

                                                                                                                                                                                  New Ideas. New Products. New Potential.

                                                                                                                                                                                • The Opportunities

                                                                                                                                                                                  Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                • The Trends

                                                                                                                                                                                  What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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