What Today's Mobile Users Want

By Dennis McCafferty  |  Posted 03-18-2014 Email

CIOs are emerging as leading voices—if not the top influencers—in determining how their companies should move forward with mobility initiatives. This includes, of course, collaborating with business-side colleagues to determine the right combination of technology and marketing strategies to "be where the customer is" with respect to consumer devices. But not all mobile users are the same, and a new survey report from Experian Marketing Services examines seven categories of smartphone consumers in terms of device and technology preferences. The report, titled "The Always-On Consumer," breaks down smartphone user types as follows: Prodigies (about 5 percent of smartphone users), who are constantly connected, mobile-centric tech trendsetters; Tribals (13 percent), who are hyperconnected but device agnostic; Personals (15 percent), who are heavily into direct messaging and social media; Pragmatists (18 percent), who mainly use their devices to stay on top of work and home matters (but will also check game scores); Browsers (24 percent), who are big into surfing the mobile Web, especially for news; Occasionals (11 percent), who are strictly into making calls, playing solitaire and checking the weather; and Talkers (13 percent), who use their phone mainly for conversations and sometimes a game. Each of these users seeks something different from their devices. To find out what that is, read on. More than 12,860 U.S. smartphone owners took part in the research. For more about the survey, click here.

Dennis McCafferty is a freelance writer for Baseline Magazine.


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