2.3 Pre-pay packages are currently most popular, used by 3 in 5 mobile subscribers, and favoured particularly by the lower income groups and homes without a fixed phone. Profile of mobile subscribers 2.4 The profile of mobile users has changed over the last 18 months, with an increasing number of older users and DE social grades. Although ownership is becoming more reflective of the population profile, particularly in terms of social grade, it is still largely dependent on age and income. Mobile penetration is still highest amongst high income and younger consumers. Geographically, mobile penetration varies by up to 20 percentage points across UK regions.
Ownership is lowest amongst homes in Northern Ireland and Scotland.
The vast majority of users said they were satisfied with their mobile service and indeed most used their phone at least as much, if not more, than they originally intended. The majority of mobile owners said that cheaper call costs would encourage them to make even more use of their phone. 2.7 Problems with poor coverage and quality had a negative impact on satisfaction levels for some customers, although these were not frequent problems for the majority of mobile users. No significant barriers to mobile ownership were identified. 3 in 4 non-users said they had no need for a mobile phone.