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BizReport : Mobile Marketing : May 07, 2010

Report: Mobile consumer habits changing quickly

When it comes to the mobile consumer, marketers have a little more to consider. According to the new Digital Consumer Portrait study from Insight Express, mobile consumers have evolved into three core groups: Mobile Intensives, Mobile Casuals and Mobile Restrained. The groups, according to the study, have very different likes and dislikes, giving marketers more to consider when planning that next campaign.

by Kristina Knight

"The mobile universe is rapidly changing, almost as quickly as the devices themselves," said Joy Liuzzo, Senior Director Mobile and Marketing at InsightExpress. "I'm especially excited about the growth in Mobile Intensives, which shows a shift among consumers and the continued integration of mobile technology into their lives. This benefits advertisers by providing them with a range of diverse consumer segments. Our research not only gives marketers a snapshot of current mobile profiles, but also a look at where the industry is headed."

First up, mobile intensives, who may be the best option for marketers in the space. Mobile intensives are defined as spending about 23% of their time on mobiles, are likely to use every capability the phone offers from talking to social networking. Just over 50% are between ages 18 and 54 and make more than $50,000 per year. These consumers are most likely the decision makers when it comes to travel options, financial and health decisions.

Next up, mobile casuals, who are defined as spending about 24% of their time on mobiles but who are more likely to own a feature phone than a smartphone. They are between the ages of 35 and 54 and make under $50,000 per year. The big difference between the groups is that the casuals aren't dedicated to their phones, and are most likely to talk or text when the phones are in use.

Finally the mobile restrained consumers. This category represents more than half (53%) of the mobile consumer base and mostly (96%) use only feature phones. They are over age 45 and make less than $50,000 per year. The bright spot: they do look at mobile ads (SMS variety) for information on what products to purchase or to find out about upcoming sales, deals and offers.

Tags: InsightExpress, mobile consumers, mobile marketing, mobile monetization, mobile users

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