Mobile Consumers Defined by Behavioral Profiles

• Posted: Monday, March 17, 2008
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• Author: pradhana
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• Filed under: Miscellaneous

Mobile subscribers can be segmented into three distinct behavioral profiles -- Mobile Pioneers, Mobile Wannabes and Mobile Traditionalists -- that characterize the extremes of their consumer behaviors, according to new report from digital marketing research firm InsightExpress.

According to InsightExpress, Mobile Pioneers -- who comprise 15 percent of the market--are ahead of their peers in adopting advanced features like the mobile web, unique applications and/or video. Most are under 35, one third own smartphones, and most are male and single. Mobile Wannabes (25 percent of the market) have dabbled with advanced features and would like to use them more -- fewer than half are under 35, and only 5 percent own smartphones. Mobile Traditionalists represent the remaining 60 percent of the market and limit their mobile behaviors to voice and texting -- two thirds are over 35 years old.

Other results of the InsightExpress study:

• 62 percent of Mobile Pioneers have sent text messages to someone in the same room, compared to 39 percent of Wannabes and 26 percent of Traditionalists
• 57 percent of Pioneers have taken photos of a product using their phone and sent it to someone to get an opinion, compared to 30 percent of Wannabes and 16 percent of Traditionalists
• 79 percent of Pioneers have taught someone else how to use mobile phone features, compared to 65 percent of Wannabes
• Mobile Pioneers and Wannabes alike agree that most advertising is relevant to them, that products that are advertised are a lot better than ones that are not advertised at all, and that advertising keeps them up-to-date on products they would like to purchase
• Mobile Pioneers are most likely to have walked into something or someone while using their device, and most likely to have thrown their mobile phone at someone or something

"Knowing which type of mobile consumer you are contacting, or want to contact, is a big piece of the mobile marketing puzzle," said InsightExpress director of mobile research Joy Liuzzo in a prepared statement. "The Wannabes are especially fascinating since they are eager to learn about and use advanced features." [FierceMobileContent]

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