mobile segmentation study carlson marketing
DESCRIPTION
Research from Carlson Marketing on mobile segmentation.TRANSCRIPT
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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© 2009. Carlson Marketing Worldwide. All rights reserved.
3 © 2009. Carlson Marketing Worldwide. All rights reserved.
Doing it for 70 years
AUTO AIRLINE FINANCIAL SERVICES
TECH & TELCO RETAIL CPG
TRAVEL & HOSPITALITY
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© 2009. Carlson Marketing Worldwide. All rights reserved.
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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© 2009. Carlson Marketing Worldwide. All rights reserved.
• Overview of Carlson Marketing’s Mobile Segmentation Study
© 2009. Carlson Marketing Worldwide. All rights reserved.
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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© 2009. Carlson Marketing Worldwide. All rights reserved.
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.!
© 2009. Carlson Marketing Worldwide. All rights reserved.
The Mobile Usage Personas
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Note: Segments are not mutually exclusive
© 2009. Carlson Marketing Worldwide. All rights reserved.
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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.!
© 2009. Carlson Marketing Worldwide. All rights reserved.
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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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The Mobile Usage Personas
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Device of choice (illustrative)
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The Mobile Usage Personas
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Technology Adoption
Never to Very Rarely
Rarely to Infrequently
Occasionally to Regularly
Moderate
Very Frequently
© 2009. Carlson Marketing Worldwide. All rights reserved.
The Mobile Usage Personas
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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
© 2009. Carlson Marketing Worldwide. All rights reserved.
The Mobile Usage Personas
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Yet, the most tech-savvy users are using the phone less as a phone to connect through voice
© 2009. Carlson Marketing Worldwide. All rights reserved.
• Know who to target with what message to attract the right response
© 2009. Carlson Marketing Worldwide. All rights reserved.
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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
© 2009. Carlson Marketing Worldwide. All rights reserved.
© 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