Condé Nast Exclusive
Condé Nast Readers Are More "App-Happy"

MRI identified four new mobile/cell segments nationwide:

Mobile App-Happy

The members of this segment carry their cell phones everywhere they go, often use their cell phones to make calls from home, and believe that text messaging is an important part of their daily lives. They understand how to use most of the features, and believe that it is very convenient when mobile devices can do everything. Members of this segment regard their mobile phones as an extension of their personality and a source of entertainment. They customize their phones, and use such advanced features as browsers (including search, visiting news, entertainment, sports, and other web sites, looking up for directions and maps), voting applications, “alert” services, video and TV, podcasts, FM radio, camera, MP3 player, games, Bluetooth, GPS navigation, and others. They, however, are very unlikely to be open to special offers like advertising in exchange for services or lower fees, and are not responsive to advertising sent with text messages.

Mobile Ad & App-Happy

The respondents in this segment understand how to use most of the features on their phones, and regard their mobile phones as an extension of their personality and a source of entertainment. They enjoy customizing the look and feature of their phones, and believe that text messaging is important part of their daily lives. They are also more likely than members of other segments to be open to special offers like receiving advertising on their phones in exchange for a lower monthly fee or services, and paying a subscription fee to watch live TV. Unlike members of Mobile Minimalists, they are less likely to use phone and voice mail. Yet they are very likely to use all other advanced features (FM radio, camera, video and MP3 player, Bluetooth, calendar, GPS/navigation, address book, games, ringtones, mobile browser, search, and email) and services (IM, text alerts, voting, watching TV, etc.). They are more likely than members of other segments to look at advertisements sent with text messages, and to respond with a text message to an advertisement.

Mobile If I Must

The members of this segment believe that cell phones are too complicated these days, and they are likely to keep a household (landline) telephone, no matter how much cell phone service improves. They are least likely to think of their cell phones as a source of entertainment or an extension of their personality, to customize the look or sounds of their phones, or to use any advanced features of their phones.

Mobile Minimalists

The respondents in this segment understand how to use most of the features on their cell phones, but do not think of their cell phones as a source of entertainment or an extension of their personality. They are unlikely to customize their phones or use any advanced applications or features. The most commonly used cell phone features by members of this segment include phone calls, text messaging, voice mail, speakerphone, camera, calendar/organizer, and address book.

Condé Nast outranks all its competitors for the two most advanced mobile user segments: “Mobile App-Happy” and “Mobile Ad & App-Happy” adults.

Source: Gfk/MRI Doublebase 2010

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