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Pioneer, Wannabe, or Traditionalist – Which Are You?

insight-express-logo.gifInsightExpress released results from a survey that divided mobile phone users into three segments based on their usage of their device. The three segments were Mobile Pioneers (15% of the market), Mobile Wannabes (25%) and Mobile Traditionalists (60%).

Mobile Pioneers are the trend setters and have been the early adopters of mobile web and applications and use advanced mobile features very frequently. They are mainly under 35, own a Smartphone and are single males.

Mobile Wannabes have tried some of the more advanced features of a mobile phone and have the interest to learn more about them. Around half are under 35 but only a few own a Smartphone.

Mobile Traditionalists are those who usually limit their use of mobile to voice and text functions and tend to be over 35.

Other interesting stats from the survey include:

  • 62 percent of Mobile Pioneers have sent an SMS to someone in the same room, compared to 39 percent of Wannabes and 26 percent of Traditionalists
  • 57 percent of Pioneers have used the camera on their phone to get a friends opinion of a product, compared to 30 percent of Wannabes and 16 percent of Traditionalists
  • 79 percent of Pioneers have taught someone else about features on their mobile phone, compared to 65 percent of Wannabes
  • Mobile Pioneers and Wannabes believe that advertising is relevant to them, and that the products that are advertised are a lot better than those that are not advertised

Also, being on the leading edge can sometimes be dangerous: Mobile Pioneers were 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.”

See the full release here.


12.06.2008   
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