As the use of mobile phones becomes nearly ubiquitous, about 87% of U.S. consumers now own these devices, marketers can begin targeting users by type to improve the effectiveness of their campaigns. Experian Simmons has divided U.S. mobile phone users into several types based on how they most frequently use these devices.
Here’s a summary of the Experian Simmons categories:
- Mobirati: Younger users who communicate through texting
- Social connectors: Users rely on the device to stay in constant touch with friends
- Pragmatic adopters: Users who bought their first phone as adults
- Mobile professionals: Technologically adept users who rely heavily on smart phone functionality
- Basic planners: Users like the utilitarian rather than social functionality of mobile devices
John Fetto, senior marketing manager for Experian Simmons, expects to see growth in the mobirati and social connector type users during the next several years. And as these groups command more of the marketplace, they will also spend more time on the phone. This trend means the phone will compete with other media and disrupt the influence of TV and radio. Fetto also expects to see the pragmatic adopter group change behavior. This group may be primarily comprised of Baby Boomers who do little currently except make calls with their phones. But now, he believes, they’ll want to explore other uses for the devices and as they do so, they’ll be upgrading phones and perhaps switching providers.
All of this turmoil in the market means that advertisers who find a way to reach consumers early through their devices may experience a huge return on their investment.[Source: Vasquez, Diego. Dialing up: Cell phones in the mobile age. Research. Media Life Magazine. 30 Mar. 2010. Web. 14 Apr. 2010]