mobile segmentation study carlson marketing

Carlson Marketing’s Mobile Segmentation Study 21 October, 2009

© 2009. Carlson Marketing Worldwide. All rights reserved.

Douglas Rozen SVP, Global Lead – Creative, Interactive, Media & Mobile E [email protected] P + 1 763 212 4449 W www.CarlsonMarketing.com T @dougs_digs

Bringing the different mobile users to life

•  How? –  By creating a master segmentation to answer:

•  Who uses mobile •  Who responds to what

•  Why? –  Know who to target with what message to attract the best response –  Understand the role of new data streams from mobile channels

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Doing it for 70 years

AUTO AIRLINE FINANCIAL SERVICES

TECH & TELCO RETAIL CPG

TRAVEL & HOSPITALITY

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Life is not fair

BUILD THE RELATIONSHIPS THAT ADD THE MOST VALUE

BY UNDERSTANDING WHAT DRIVES EACH PERSON

+ BEHAVIORS ATTITUDES

We know some relationships are more important than others

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•  Overview of Carlson Marketing’s Mobile Segmentation Study


Methodology

•  Developed hypotheses on mobile usage habits & technology adoption •  Substantiated via 3rd party data sources, including: –  Forrester Technographics –  comScore’s mMetrics –  MRI

•  Conducted a series of week-long ethnographies •  Created behaviorally-driven personas •  Confirmed personas against 3rd party data sources

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Mobile Usage Continuum

•  Primary hypothesis:

As consumers engage in mobile activities more frequently, usage progresses from voice only to than include messaging, browsing, and downloading

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The Mobile Usage Personas

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Note: Segments are not mutually exclusive


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Gender: M: 44% / F: 56%

Age: 39

Mean HH Income: $78,250 annually

Messaging: Regularly

Browsing: Infrequently

Downloading: Never

My cell phone is ALWAYS with me! I have to always be ready for my kids to be in touch

with me. I also enjoy texting friends all day.!

Besides cost, having a cell signal is important to me. I have unlimited minutes on

nights and weekends.!


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HOW •  Focus on functional services and

messaging •  Allow the consumer to have unique

interactions that add value to their lifestyle habits and interests

I love alerts, I have the weather twice a day, when I get a direct deposit into my bank accounts !and any information regarding an emergency with my kids’ school.!

I feel naked without my phone. I’m a slave to the red blinking light.!



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Note: Segments are not mutually exclusive


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Gender: M: 58% / F: 42%

Age: 33

Mean HH Income: $86,000 annually

Messaging: Very Frequent

Browsing: Very Frequent

Downloading: Very Frequent

Having these tools with me helps ensure my success.!

My phone would be described as part of my attire. I don’t leave home without it. It is always on and is the only way that people get a hold of me. It is my work companion and

my entertainment device.!


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HOW •  Be careful in marketing to Mavericks:

Know what you want to get out of their engagement or risk losing their attention

•  Provide a fully immersive handheld connection to brands and content

•  Allow unique interactions that add value to their lifestyle and push the technology envelope

I did use alerts, but it was years ago on an older phone. What’s !the point today? Most of that

information can be received via apps.!

I have used iTunes to take a song, cut 30 seconds change the file name

to m4a and use it as my ringtone.!



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Device of choice (illustrative)



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Technology Adoption

Never to Very Rarely

Rarely to Infrequently

Occasionally to Regularly

Moderate

Very Frequently



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In-going hypothesis confirmed: As mobile usage increases, so to does consumer adoption and the use of additional functions and features



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Yet, the most tech-savvy users are using the phone less as a phone to connect through voice


•  Know who to target with what message to attract the right response


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59 27 73 26 130 40 17 46 53

82 75 131 57 104 75 97 94 103

67 125 105 102 96 107 67 77 118

67 76 76 136 99 54 59 50 125

146 113 92 170 85 165 97 83 126

279 342 174 197 43 344 523 497 76

137 70 28 131 111 37 0 0 99

157 223 32 216 82 197 155 153 93



Douglas Rozen SVP, Global Lead – Creative, Interactive, Media & Mobile E [email protected] P + 1 763 212 4449 W www.CarlsonMarketing.com T @dougs_digs

mobile segmentation study carlson marketing

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