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Carlson Marketing’s Mobile Segmentation Study
                                                           21 October, 2009
...
Bringing the different mobile users to life


    •  How?
      –  By creating a master segmentation to answer:
         •...
3
    © 2009. Carlson Marketing Worldwide. All rights reserved.
Doing it for 70 years
    FINANCIAL              TRAVEL &            TECH &
    SERVICES    AIRLINE   HOSPITALITY   AUTO  ...
Life is not fair
    We know some relationships are more important than others




                                       ...
•  Overview of Carlson Marketing’s
   Mobile Segmentation Study




                               © 2009. Carlson Marketi...
Methodology

    •  Developed hypotheses on mobile usage habits & technology adoption
    •  Substantiated via 3rd party d...
Mobile Usage Continuum

    •  Primary hypothesis:

     As consumers engage in mobile activities more frequently, usage p...
The Mobile Usage Personas




Note: Segments are not mutually exclusive



   9
                                          ...
My cell phone is ALWAYS with
                                                                        me! I have to always ...
HOW                                          I love alerts, I have the weather
     •    Focus on functional services and ...
The Mobile Usage Personas




Note: Segments are not mutually exclusive



  12
                                          ...
Having these tools with me
                                                                          helps ensure my succe...
HOW                                                I did use alerts, but it was years
     •    Be careful in marketing to...
The Mobile Usage Personas
     Device of choice (illustrative)




15
                                       © 2009. Carls...
Never to Very Rarely
                                                             Rarely to Infrequently
                 ...
The Mobile Usage Personas
     In-going hypothesis confirmed: As mobile usage increases, so to does
     consumer adoption...
The Mobile Usage Personas
     Yet, the most tech-savvy users are using the phone less as a phone
     to connect through ...
•  Know who to target with what message
   to attract the right response




                             © 2009. Carlson ...
59    27    73    26    130   40    17              46                 53


     82    75    131   57    104   75    97   ...
Douglas Rozen
SVP, Global Lead – Creative, Interactive, Media & Mobile
E drozen@carlson.com
P + 1 763 212 4449
W www.Carls...
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Mobile Segmentation Study Carlson Marketing

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Research from Carlson Marketing on mobile segmentation.

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Transcript of "Mobile Segmentation Study Carlson Marketing"

  1. 1. Carlson Marketing’s Mobile Segmentation Study 21 October, 2009 Douglas Rozen SVP, Global Lead – Creative, Interactive, Media & Mobile E drozen@carlson.com P + 1 763 212 4449 W www.CarlsonMarketing.com T @dougs_digs © 2009. Carlson Marketing Worldwide. All rights reserved.
  2. 2. 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 2 © 2009. Carlson Marketing Worldwide. All rights reserved.
  3. 3. 3 © 2009. Carlson Marketing Worldwide. All rights reserved.
  4. 4. Doing it for 70 years FINANCIAL TRAVEL & TECH & SERVICES AIRLINE HOSPITALITY AUTO TELCO RETAIL CPG 4 © 2009. Carlson Marketing Worldwide. All rights reserved.
  5. 5. Life is not fair We know some relationships are more important than others + BEHAVIORS ATTITUDES BUILD THE RELATIONSHIPS THAT BY UNDERSTANDING WHAT ADD THE MOST VALUE DRIVES EACH PERSON 5 © 2009. Carlson Marketing Worldwide. All rights reserved.
  6. 6. •  Overview of Carlson Marketing’s Mobile Segmentation Study © 2009. Carlson Marketing Worldwide. All rights reserved.
  7. 7. 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 7 © 2009. Carlson Marketing Worldwide. All rights reserved.
  8. 8. 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 8 © 2009. Carlson Marketing Worldwide. All rights reserved.
  9. 9. The Mobile Usage Personas Note: Segments are not mutually exclusive 9 © 2009. Carlson Marketing Worldwide. All rights reserved.
  10. 10. 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 Gender: M: 44% / F: 56% Messaging: Regularly signal is important to me. I Age: 39 Browsing: Infrequently have unlimited minutes on nights and weekends.! Mean HH Income: $78,250 annually Downloading: Never 10 © 2009. Carlson Marketing Worldwide. All rights reserved.
  11. 11. HOW I love alerts, I have the weather •  Focus on functional services and twice a day, when I get a direct messaging •  Allow the consumer to have unique deposit into my bank accounts ! interactions that add value to their and any information regarding an lifestyle habits and interests emergency with my kids’ school.! I feel naked without my phone. I’m a slave to the red blinking light.! 11 © 2009. Carlson Marketing Worldwide. All rights reserved.
  12. 12. The Mobile Usage Personas Note: Segments are not mutually exclusive 12 © 2009. Carlson Marketing Worldwide. All rights reserved.
  13. 13. 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 Gender: M: 58% / F: 42% Messaging: Very Frequent that people get a hold of me. Age: 33 Browsing: Very Frequent It is my work companion and Mean HH Income: $86,000 annually Downloading: Very Frequent my entertainment device.! 13 © 2009. Carlson Marketing Worldwide. All rights reserved.
  14. 14. HOW I did use alerts, but it was years •  Be careful in marketing to Mavericks: ago on an older phone. What’s ! Know what you want to get out of their engagement or risk losing their attention the point today? Most of that •  Provide a fully immersive handheld information can be received via apps.! connection to brands and content •  Allow unique interactions that add value I have used iTunes to take a song, to their lifestyle and push the technology cut 30 seconds change the file name envelope to m4a and use it as my ringtone.! 14 © 2009. Carlson Marketing Worldwide. All rights reserved.
  15. 15. The Mobile Usage Personas Device of choice (illustrative) 15 © 2009. Carlson Marketing Worldwide. All rights reserved.
  16. 16. Never to Very Rarely Rarely to Infrequently Occasionally to Regularly The Mobile Usage Personas Moderate Very Frequently Technology Adoption 16 © 2009. Carlson Marketing Worldwide. All rights reserved.
  17. 17. The Mobile Usage Personas In-going hypothesis confirmed: As mobile usage increases, so to does consumer adoption and the use of additional functions and features 17 © 2009. Carlson Marketing Worldwide. All rights reserved.
  18. 18. The Mobile Usage Personas Yet, the most tech-savvy users are using the phone less as a phone to connect through voice 18 © 2009. Carlson Marketing Worldwide. All rights reserved.
  19. 19. •  Know who to target with what message to attract the right response © 2009. Carlson Marketing Worldwide. All rights reserved.
  20. 20. 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 20 © 2009. Carlson Marketing Worldwide. All rights reserved.
  21. 21. Douglas Rozen SVP, Global Lead – Creative, Interactive, Media & Mobile E drozen@carlson.com P + 1 763 212 4449 W www.CarlsonMarketing.com T @dougs_digs © 2009. Carlson Marketing Worldwide. All rights reserved.
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