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Senior Citizens Not Big Users of Cell Phones, Even
for Emergencies
 New
Jitterbug phone designed for seniors with easy use, big numbers may make
difference
April 6, 2006 – A new cell phone has been
introduced that the distributors say is targeted for baby boomers and
their senior citizen parents. The Jitterbug, they say, features
"unprecedented simplicity." The announcement comes as new information
from the Pew Research Center shows seniors are not frequent cell phone
users, even for emergencies.
How Americans use their cell phones
The cell phone has become an integral and, for
some, essential communications tool that has helped owners gain help in
emergencies. Fully 74% of the Americans who own mobile phones say they
have used their hand-held device in an emergency and gained valuable
help. On the lowest end, however, are senior citizens with only 64%
using their phone for an emergency.
Another striking impact of mobile technology is
that Americans are using their cell phones to shift they way they spend
their time. Some 41% of cell phone owners say they fill in free time
when they are traveling or waiting for someone by making phone calls.
Seniors, again, are behind the curve with only 20%
using their phones in free time.
At the same time, there are new challenges
associated with cell phone use. More than a quarter of cell phone owners
(28%) admit they sometimes do not drive as safely as they should while
they use their mobile devices. Among cell phone users, men (32%) are
more likely than women (25%) to admit they sometimes don’t drive as
safely as they should. We do not have the results on this question for
seniors.
For some, the cell phone has become so central to
their communications needs that they lose track of the expenses
associated with their phones. Some 36% of cell owners say they have been
shocked from time to time at the size of their monthly bills. Seniors,
however, are less surprised (23%).
See chart on cell phone use from Pew Research
Center below news report.
●
View PDF of Report ●
View PDF of Questionnaire
About the Jitterbug Phone
GreatCall, Inc. was founded by industry veteran
Arlene Harris, who has been called “The First Lady of Wireless.” Prior
to founding GreatCall, Harris was founder and CEO of the SOS emergency
phone, a highly regarded cellular phone service for older safety
oriented consumers. Martin Cooper, who is Harris’ husband and business
partner, worked with her to help Jitterbug achieve a simplicity that
makes cellular service accessible to new classes of consumers.
Samsung, with its mobile phone technology
leadership, and GreatCall, with its heritage of serving the target
audience, make a natural partnership for creating Jitterbug and bringing
it to market, says the news release.
Samsung developed the Jitterbug handset with
GreatCall’s conceptual idea, using its sophisticated technology and
inspired leadership to make Jitterbug as simple as a cell phone
experience can be. The phones feature larger buttons, easy-to-read text,
a comfortable ergonomic shape and an ear cushion for better sound
quality. Jitterbug personalized services include an easy way to retrieve
messages, a live operator for call-related support, and toll free secure
access to a personal phone list from any phone.
“Jitterbug fills some very important needs for
boomers and their parents,” said Tim Bajarin, President, Creative
Strategies, Inc. “Our extensive research on ‘The Digital Family’ shows
that boomers want to help their parents enjoy all the benefits that
technology can contribute to bringing families closer together, without
putting them through the angst of learning high tech devices they don’t
feel comfortable with.
Boomers also are seeking innovative ways to provide
well-being support remotely. Jitterbug helps fulfill both objectives
with its natural, intuitive interface of both handset and service."
Jitterbug phones and personalized services will be
test-marketed in select areas throughout the summer.
They will be available through the Jitterbug
website (www.gojitterbug.com)
after Labor Day. Starting immediately, people may register on the
website to receive more information on ordering Jitterbug as it becomes
available, and to provide comments and suggestions.
“Our dream, 33 years ago, was to bring the freedom
of true mobile technology to all consumers,” said Martin Cooper.
“Jitterbug brings us a step closer to fulfilling that dream. We’ve made
it possible for disenfranchised users to simply make and receive phone
calls reliably. Jitterbug provides advanced technology delivered in an
uncomplicated way – just everything safety and simplicity minded
customers want and nothing they don’t."
“It takes sophisticated technology to make
Jitterbug so simple,” said Arlene Harris, “which is why it took a
technology leader like Samsung to achieve our goals. Jitterbug has
everything you need to manage your own phone experience for comfort and
well-being, and to manage the phone experience of your parents or other
loved ones as well. For example, if your mother doesn’t want voicemail
on her cell phone, it won’t be there to confuse her.
“Jitterbug is about your ability to say, ‘what do
you think of this, mom?’” Harris continued. “You only turn on the
feature if she wants it and if she decides later that she doesn’t like
it, you turn it off again. It’s about knowing that if your mom or dad
wants personal help, with a push of a button, a live operator answers by
name and asks if help is needed to connect a call or retrieve a message.
And having the comfort of knowing your loved one’s phone battery is
working, because if it’s not, Jitterbug services have several ways to
keep users informed."
In addition to a conventional 12-button direct dial
model, Jitterbug also offers a model with three oversized buttons. This
model is especially useful to very low use, safety-oriented users,
especially older or disabled consumers.
A user has the same live operator call-related
assistance button. A direct dial 911 button calls for traditional
emergency service. The other button can be custom programmed for the
service a person most wants readily at hand, ranging from tow service to
reception at their assisted living center or an in-case-of-emergency
number.
The GreatCall and Samsung Partnership: Commitment
to Simplicity The GreatCall partnership is a key example of Samsung’s
strategy of working with its partners to understand the needs of each
distinct segment of mobile phone users and then to use the most
sophisticated technology to create devices to fit those needs.
“We continuously make our best effort to provide
our customers with more user-friendly and more enjoyable mobile phones.
Our design philosophy, initiated by Mr.KunHee Lee, is that the design
should not only be visually attractive but also contribute the ease of
use for customers,” said Kitae Lee, President of Samsung’s
Telecommunications Business.
“From the very beginning we have thought of this as
‘the well-being phone’ providing peace of mind – giving people who care
about a simpler experience for themselves and their aging parents. We’ve
achieved a way to help them with greater life satisfaction while also
enhancing their wellness support. This is an excellent example of how
Samsung can use its technology leadership to serve organizations like
GreatCall who provide not just a product, but important human services."
|
The young really are different
from seniors with their cells |
|
Percentage of cell
phone owners in each age cohort who say… |
|
Age Groups |
18-29 |
30-49
|
50-65
|
65+
|
All
|
|
Experiences and
attitudes |
|
Personalized their
cells by changing wallpaper or adding ring tones
|
85%
|
72%
|
50%
|
29%
|
65%
|
|
I have used my cell
phone in an emergency and it really helped |
79%
|
76%
|
70%
|
65%
|
74%
|
|
I often make cell
phone calls to fill up my free time while I’m traveling or
waiting for someone |
61%
|
43%
|
25%
|
20%
|
41%
|
|
I have occasionally
been shocked at the size of my monthly cell phone bill
|
47%
|
38%
|
26%
|
23%
|
36%
|
|
When I’m on my cell
phone I’m not always truthful about exactly where I am
|
39%
|
23%
|
9% |
10%
|
22%
|
|
Too many people try to
get in touch with me because they know I have a cell phone
|
37%
|
23%
|
12%
|
5% |
22%
|
|
I often feel like I
have to answer my cell phone even when it interrupts a meeting
or a meal |
31%
|
26%
|
14%
|
20%
|
24%
|
|
Received unsolicited
commercial text messages |
28%
|
15%
|
15%
|
13%
|
18%
|
|
I have drawn criticism
or dirty looks because of the way I used my cell in public
|
14%
|
9% |
4% |
3% |
8% |
|
Used cell to vote in a
contest shown on TV such as “American Idol” |
14%
|
9% |
5% |
1% |
8% |
|
Features they use or
want |
|
Use cells for text
messaging |
65%
|
37%
|
13%
|
8% |
35%
|
|
Would like this
feature |
14%
|
14%
|
11%
|
11%
|
13% |
|
Use cells to take
pictures |
55%
|
27%
|
11%
|
8% |
28%
|
|
Would like this
feature |
16%
|
22%
|
17%
|
23%
|
19% |
|
Use cells to play
games |
47%
|
21%
|
10%
|
3% |
22%
|
|
Would like this
feature |
9%
|
11%
|
12%
|
18%
|
12% |
|
Use cells to access
the internet |
28%
|
11%
|
8% |
8% |
14%
|
|
Would like this
feature |
20%
|
14%
|
16%
|
8%
|
16% |
|
Use cells for email
|
17%
|
7% |
4% |
2% |
8% |
|
Would like this
feature |
26%
|
29%
|
19%
|
13%
|
24% |
|
Use cells for instant
messaging |
17%
|
6% |
1% |
4% |
7% |
|
Would like this
feature |
19%
|
13%
|
3%
|
5%
|
11% |
|
Use cells to search
for movie listings, weather, stock prices |
17%
|
6% |
1% |
3% |
7% |
|
Would like this
feature |
30%
|
31%
|
15%
|
8%
|
24% |
|
Use cells to play
music |
15%
|
6% |
1% |
1% |
6% |
|
Would like this
feature |
27%
|
17%
|
12%
|
19%
|
19% |
|
Use cells to record
video |
15%
|
5% |
2% |
1% |
6% |
|
Would like this
feature |
22%
|
17%
|
13%
|
20%
|
17% |
|
Use cells to access
mobile maps and driving directions |
9% |
4% |
1% |
1% |
4% |
|
Would like this
feature |
56%
|
51%
|
40%
|
29%
|
47% |
|
Use cells for watching
video or TV programs |
5% |
1% |
1% |
1% |
2% |
|
Would like this
feature |
23%
|
15%
|
4%
|
6%
|
14% |
About GreatCall GreatCall was
founded by Arlene Harris, 45 year veteran in wireless and creator of the
highly regarded SOS emergency phone and Martin Cooper, the father of the
first portable cellular phone. GreatCall’s vision is to connect people
with family and friends when they are away from home by providing a
simple phone and personalized service that works the way they want it
to. The company’s support and systems are centered on simplicity,
personalization and an emphasis on convenience and comfort. GreatCall is
located in San Diego, CA. For more information, please visit
www.greatcall.com. www.gojitterbug.com.
About Samsung Samsung Electronics
Co., Ltd. is a global leader in semiconductor, telecommunication,
digital media and digital convergence technologies with 2005 parent
company sales of US$56.7 billion and net income of US$7.5 billion.
Employing approximately 128,000 people in over 90 offices in 51
countries, the company consists of five main business units: Digital
Appliance Business, Digital Media Business, LCD Business, Semiconductor
Business and Telecommunication Network Business. Recognized as one of
the fastest growing global brands, Samsung Electronics is a leading
producer of digital TVs, memory chips, mobile phones, and TFT-LCDs. For
more information, visit www.samsung.com.
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