We used to think of the mobile owner as one of two types of people; those that owned a smartphone and those that didn’t. Smartphone users were more tech savvy. They were younger, trendier and they used their device to do just about everything other than make phone calls.
Experian’s new report, “The Always-On Consumer” tells us that there are now 7 types of mobile users, each with very different needs and habits. If you can plug your average customer into one of the 7 boxes, then Experian’s report will show you how to reach them.
Voted Most Likely to Shop
These two groups only represent 18% of mobile users, but it’s a percentage you want to reach. They spend a lot of time on social media and they regularly use their mobile device to shop or do shopping research. They’re also the groups that are most likely to search and use local deals on the phone.
Prodigies: Making up 5 percent of mobile users, Prodigies are constantly connected and are the first to adopt new technology. They are a strong market for Windows phones and open source platforms that allow for greater customization. Chrome, Google+ and Google Talk have high concentrations of Prodigies among their users. Prodigies are nearly 10 times more likely than the average smartphone owner to say they would be interested in receiving ads on their phones and seven times more likely to say they would buy the products in those ads. Likewise, they are nearly six times more likely to purchase products they see advertised on social media.
Tribals: This group is hyperconnected, often through multiple devices. Thirteen percent of consumers are Tribals; they are both heavily influenced by and strong influencers of others through social media. Tribals are the most likely to use the Internet to plan shopping trips and are influenced by Pinterest, Instagram, Flickr and other highly visual properties.
Work and Family
The next two groups see their phones as tools that help them get their work done more efficiently and stay connected to their family and friends. The key to this group is helping them find exactly what they need quickly and at a good price.
Personals: Personals, as described above, are mobile-savvy users who love their phone but are increasingly cutting out the middle man when it comes to connecting with friends, preferring direct messaging to social media. In addition to heavy messaging apps usage and low social media usage, Personals are 2.3 times more likely than the average smartphone owner to say they would be interested in receiving ads on their phone and 60 percent more likely to say they would actually purchase products advertised on their phone.
Pragmatists: Pragmatists make up about 18 percent of consumers and are mobile professionals who use their phones primarily to stay on top of work and home. Pragmatists are open to advertising on their phones, but they need to get something in return. Otherwise, this segment is less likely than average to purchase items they see advertised on their phone.
A Phone is Just a Phone
It may be hard to believe but there are 3 types of mobile phone users who won’t crack if they forget their phone at home one day. These groups tend to skew a little older. They love Golden Corral, NCIS and print magazines and newspapers. They’re also primarily Android users so keep that in mind if you’re creating a marketing app.
Browsers: At 24 percent, the largest group of consumers is Browsers, those that are still learning about all the things they can do with their phone, primarily browsing the mobile web and consuming a bit of news. Among Browsers who use social media, only 3 percent say they are likely to purchase products that they see advertised on social sites. Even fewer Browsers say they are likely to purchase products they see advertised on their phone.
Occasionals: Eleven percent of smartphone users are Occasionals, those that use their smartphones mostly for making calls, playing a game and checking the weather, while the myriad of additional features go unused. Occasionals are much more receptive to digital campaigns on their personal computer and more open to native advertising in print newspapers and e-readers.
Talkers: Mobile use among this group is fairly light. At 13 percent of consumers, Talkers use their phone mainly for verbal conversations and the occasional video phone call. As such, digital and mobile campaigns are most effective with this group primarily to supplement campaigns run in traditional media.
Now, you have to ask yourself. Which of these groups best represents your current average customer? Better question – which one represents your IDEAL average customer. If you’d like to reach the influential Tribals, pass on the local newspaper ad and spend your time building up an Instagram account.
Of course, it’s not quite that simple, but Experian’s new report has lots of tips to help you define and reach your target audience. Best of all it will only cost you your contact info and 20 minutes of your time.