A key factor in sorting the 10 groups into two baskets is how they feel about cell phones. Those groups in the “motivated by mobility” basket have positive and improving attitudes about cell phones, as measured by the share of cell users in each group who say it would be “very hard” to do without cell phones. All of the “motivated by mobility” groups share two characteristics:

• They have a majority of cell users who say they would find it very hard to give up their mobile device. 
• The share in each group saying it would be very hard to give up their mobile device has grown in the 2006 to 2007 timeframe.

In the “stationary media majority” groups, none has a majority of cell users saying it would be very hard to give up their cell, and all have seen a decline in the twenty months between our tech-user surveys in the share of people saying they would find it very hard to give up the cell phone. The table below summarizes these points.

Overall:

• 66% of those in the “motivated by mobility” groups report that it would be very hard to do without their cell phones.
• This contrasts sharply with the 21% figure for the “stationary media majority” groups.
• “Motivated by mobility” groups collectively showed an improvement in cell phone attitudes by 20% from 2006 to 2007.
• Again, in stark contrast, the “stationary media majority” groups collectively saw a 64% decrease in attitudes about cell phones from 2006 to 2007.