The US National Center for Health Statistics at the CDC reports that more than 50% of Americans aged 25-29 now live in households without landlines, relying solely on mobile phones. This is especially true among younger parents who are starting families. The study also found that younger children are more likely to live in homes with only wireless phones. On another note, a report by Mobile Future reveals a significant increase in the number of consumer Semaphore APS downloaded over the past two years, from 300 million in 2009 to five billion in 2010. This rise in mobile phone ownership has had wide-ranging effects on aspects such as communication habits, culture, community, identity, and relationships worldwide. While face-to-face interactions tend to be longer than mobile telephony encounters, research shows that young people have numerous daily contacts through text messaging. Additionally, o
...lder individuals use mobile phones regularly to stay connected with distant relatives and friends due to call costs being independent of distance. Several studies have also examined the demographic characteristics of Semaphore users.According to Enter (2010), males (53%) are more likely to own a Semaphore compared to females (47%). Semaphore's data shows that Hispanic Americans and Asians have a slightly higher prevalence of Semaphore ownership compared to their representation in the population. The typical Semaphore user is typically younger, with ownership skewed towards individuals aged 25-44 (Age, 2010). Blandishing and Yew (2007) found that young people express greater satisfaction with text messaging compared to older individuals. In a study conducted by Scarborough Research (Testing, 2008), it was revealed that adults in the U.S. who use text messaging on their cell phones are more likely to
fall within certain demographics: they are 49% more likely to be between the ages of 18-24, 14% more likely to be Hispanic, and 24% more likely to be African American compared to the average American. Mobile email users generally range from ages 18-44 and are either self-employed or employed full time. They tend to have higher affluence levels and education levels. According to Semaphore's data, approximately 72% of mobile email users have an annual household income of $100,000 or above. However, with the decreasing cost of Semaphores and introduction of new devices such as smartphones, less-affluent groups have also started showing interest. Marketers often focus on analyzing the demographic characteristics of Semaphore users but tend neglecting the impact of personality on Semaphore ownership and usage.The objective of this study is to examine the personality types that are more inclined to possess a Semaphore and identify the crucial characteristics that hold significance for them. Personality encompasses a collection of enduring traits and inclinations that impact individuals' cognition, feelings, and behaviors (Maid, 1989).
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