The 8 Different Mobile Consumer Segments
Last month I had the opportunity to participate at CTIA in San Francisco and spent a day on the “mobile strategies” tract.
One of the more interesting presentations was from Pankaj Asundi who is the VP Multimedia and Content at Ericsson Inc.
He presented his view on consumer segmentation models for mobile which I thought would be useful for any planner looking to better target the mobile component of their marketing campaign.
Just like any other marketing channel, the more you know about who you are targeting, the more effective your call to action message can be.
There are essentially 8 consumer types:
1. Careerist – The believe that to say ahead of the game you need the best tools. They are 25-39 years old. Their bills are paid for by company. They have limited free time and mobile is key part of day to day life. Knowledge is power… and time is money!
2. Experiencers – They are all about new experiences, possessions, technologies etc… They are early adopters.
3. Pioneer Youth – I want it all from my mobile… and now. Second best is not good enough. Always texting. 15-24 years old
4. Mainstream Youth – They want the latest gadget so that they can belong. They aren’t necessarily technical experts. 15-24
5. Mainstream Materialists – Gadgets and mobile are fashion accessories – anything that will make them look good. 25-29 years old. They live for today and not tomorrow. Use more for show than communication
6. Basic phoners – They use their mobile to call only. Many have mobile phones as emergency backups. They likely don’t know how to text message. 40+ years old.
7. Family phoners – need good reason to adopt new technology. They are happy with what they’ve got and they mostly use their mobile device to stay in touch with family.
8. In touch organizers – my mobile keeps me connected. 30-64 years old. These are parents who juggle busy professional and social lives, organizing their family, friends, and local community. Average tech users - competent but not experts
Want to learn more about how to to entice the mobile consumer more effectively? I’ve posted a related article here that you may find of interest.
