Overall, productivity and convenience benefits are paramount to more users compared to other fundamental benefits, such as safety and security or style and status. The imperatives of style- and status-conscious mobile phone users are more numerous than other types of users ? overall, style and status seekers want the latest devices with new features and services. Safety and security seekers are minimalists ? that is, they are more typically price-conscious users who prefer easy-to-use phones with few enhancements. Males, more than females, rate style and status as important mobile phone benefits while females regard safety and security as more valuable.