The mobile phone initially serves as a "private line" for girls 16-17
then evolves to an "always with me connected buddy" during college years,
gradually becoming more functional and ultimately beginning to serve as a
"command central" for working moms and women pursuing careers.

-- Games are second only to ringtones for desired mobile downloads among
women.

-- 67% of those surveyed showed strong interest in wallpapers made from
"Photos I Take." Further, the use of ringtones as "caller ID" identifiers
is also representative of the importance of customization and
personalization in mobile content for younger women. 69% of women surveyed,
aged 18-22, have already downloaded one or more ringtones.

-- Women have a very strong interest in mobile applications that function
as reminders, such as alerts, and help them be more productive and
efficient as they multitask throughout their typical day. 70% of those
surveyed were interested in reminders for things like doctor's
appointments, beating out even birthday reminders with 66% interest.