InsightExpress has released the third installment of its ongoing mobile research report. The research indicates that mobile consumers can be divided into three distinct behavioral profiles: Mobile Pioneers, Mobile Wannabes and Mobile Traditionalists.

 

The Mobile Pioneer group represents 15 percent of the market, consisting of users who are way ahead of peers when it  comes to using the latest features on ultra-modern gadgets. People in this group frequently make use of features such as Internet and video on their mobile phones. Most Mobile Pioneers are below 35 years of age. One-third of the Mobile Pioneers use a smartphone.

 

Next come Mobile Wannabees, who make up 25 percent  of the market. These are on their way to become Pioneers and have already tried some advanced features on their phones. They are willing to try more and frequently consider buying new gadgets. While the Pioneers set the trends, the Wannabes popularize them; these individuals are particularly interesting to marketers. Seventy-nine percent of Pioneers and 65 percent of the Wannabees have taught someone else how to use their mobile phone features.

 

InsightResearch advised advertisers to pay attention to Pioneers and Wannabees because these groups are most likely to look at an advertisement and believe that it’s relevant to them. These users generally believe that ads keep them up-to-date on products they would like to have; they also believe that products advertised are a lot better than ones that are not advertised at all.

 

Mobile Traditionalists (60 percent of the market) are content to use their mobiles for phone calls and texting. Two-thirds of such users are over 35 years old.

 

 

 

Tags: mobile, wireless, InsightResearch, pioneer, wannabe, smartphone