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The report produced in October 2007 is of major assistance in this project as it has clearly researched consumers in the market.
Social Culture has a large impact on the industry. The values, attitudes and beliefs of consumers will influence the sales and demand levels of products. The MINTEL report shows the market is becoming increasingly saturated. Ofcom data shows that there are 69.7 million ‘active’ subscribers in 2006 and the percentage of individuals owning a handset is 87.7%. The handset market is increasingly competitive with a number of manufacturers failing in recent years.
The demographics of consumers show no clear divisions nationwide...
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