from i-mode and SMS in Europe that it is the youth market that currently driving the mobile Internet. The increase in the 55 years age group is perhaps due to parents whose children have now left home leaving them with more time and money to spend on themselves! average Age group Source : Mobile Internet//Bredbandsbolaget/Prodata September (2000) Figure 2.10 Willingness to spend on mobile Internet by age group (example from Sweden) End-User Needs and Demands Private Life Segmentation, First approach The first approach makes use of the segments presented in section 2.3.1 Singles Couples Couples with children Single parents 2.5.2 USERS AND THE MOST PRIORITIZED SERVICES The services listed in Figures 2.11 and 2.12 have been evaluated using two important parameters. One is 'attractiveness', e.g. perceived value and importance by the users likelihood of take-off regarding future services. The other important parameter is 'timing', e.g. when the mass market is ready for a certain service with the necessary technology to get comfortable and affordable services are available. The most prioritized services are listed under each segment in an approximate order starting from 'Very attractive' and 'Want it now' to 'Medium attractive' and 'Can wait' meaning a time of about three years. We should note that the existing services 'voice calls' (= telephony and evolving variants) and 'Internet browsing' are considered highly attractive by all eight segments. These services are therefore not listed here. Singles. The attractiveness level for these services is high, between 4 and 6 on a six-grade scale. Couples. The attractiveness level for these services is rather high, between 4 and 5 on a six-grade scale. Very attractive 3-4 Group rating E-mail On-line banking B2C e-commerce Pay TV General information services Directory services E-learning Downloading audio/video Audio on demand Video on demand Virtual shopping E-trading and portfolio management Can wait Figure 2.11 Private needs in this investigation Understanding Changing Tele