Differences in Mobile Users
Posted by Mike Irwin on Monday, April 20, 2009 at 2:14 PM | More From This Author ยป
In research, we're often consumed by understanding the similarities and differences between types of customers. Emerging technology is an area that I've been paying a lot of attention to over the past few years and I was intrigued by an article published by the Pew Internet & American Life Project in late March 2009 regarding wireless connectivity.
The article segments information and communication technology (ICT) users into 10 groups and reveals a significant difference among the segments, which ultimately groups all 10 segments into one of two baskets.
Group 1. Motivated by Mobility (39% of the adult population)
- Frequency of their online uses has grown as their reliance on mobile devices has increased
- Growth of online use is linked to broadband adoption and positive and improving attitudes about how mobile access makes them more available to others
- Mobility becomes a complimentary access point to connect with people and content
Segments
- Digital Collaborators (8% of adults) - Use information gadgets to collaborate with others and share their creativity
- Ambivalent Networkers (7% of adults) - Use mobile devices to connect with others and entertain themselves but don't always like it when the cell phone rings
- Media Movers (7% of adults) - Seek out information nuggests and share through their social networks
- Roving Nodes (9% of adults) - Use mobile devices to connect with others and share information
- Mobile Newbies (8% of adults) - Lack robust access to the Internet, but like their cell phones
Group 2. Stationary Media Will Do (61% of the adult population)
- Does not feel the pull of mobility to increase their frequency of use in the digital world
- Even though this group has more access to broadband, frequency of online use shows no growth or is in a state of decline
- Characteristically overwhelmed by information, have difficulties in getting gadgets to function and are frustrated when the cell phone rings
Segments
- Desktop Veterans (13% of adults) - Dedicated to wireline connections and how it opens the pipeline of information for them
- Drifting Surfers (14% of adults) - Light users and could do without modern gadgets and services
- Information Encumbered (10% of adults) - Feel overwhelmed by information and inadequate to trouble shoot issues
- Tech Indifferent (10% of adults) - Unenthusiastic about the Internet and cell phones
- Off the Network (14% of adults) - Do not use cell phones or the Internet
KEY FINDINGS:
Group Breakdown Driven By Perceptions of Cell Phones: It is interesting to note that Pew's research revealed that the driving difference between Group 1 and 2 was based on how the individuals felt about their cell phones. Group 1, or those motivated by mobility, share positive and improving attitudes about cell phones and a sizeable share said that it would be "very hard" to do without cell phones. In fact, among this group, the belief that it would be "very hard" to give up their cell phone or mobile device increased between 2006 and 2007. Among the segments in Group 2, or those who were defined as "stationary media," less than 40% said that it would be very hard to give up their cell phone and each segment revealed a decline in this area from the year before.
Connectivity = Continual Information Exchange: For many in Group 1, "always on" technologies allow for greater digital engagement that translates to being "always connected." This was found to be greatest among the segments: Digital Collaborators, Ambivalent Networkers, Media Movers and Roving Nodes.
The High-Tech Bar Has Risen: While Pew's earlier study found that home broadband access was the defining characteristic of being high-tech, the recent study shows that mobile connectivity is the new definition of high-tech.
Penalty for No Access Rises: As institutions migrate information to be consumed online, those who are less engaged miss out on the opportunities available.
The growing rifts between these two groups are important for marketers to understand. The way that a customer consumes media, their perceptions of the opportunities for engagement between the brand and the end user and the ramifications of "disconnected" customers are all critical considerations in strategic planning.