Understanding so lomo
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  • 1. Civiliz studies behavior of SoLoMobiles, these new customersHow these, over connected, permanently glued to their smartphone customers behave? Who arethese new customers, highly sensitives to Social, Local and Mobile, categorized by Americans as“SoLoMo”? How to attract and keep them?These crucial questions are in nearly every customer relation department’s thought as the haveintegrated this ground breaking evolution of customers’ behavior. With the EasyPanel institute, theCiviliz Company realized a study on this new generation’s behavior. By the same, a clear antagonismappeared between a smartphone possessor group, –active on social networks for 77% including 57%of males and 60% of people between 15 and 35– to a representative of French population sampleincluding only 37% of social networks users and 33% smartphone users.Some divergences are obvious: SoLoMobiles are 29% to declare several bad welcoming in storeversus only 17% of French people, and 57% at least one bad welcoming versus 37% for the Frenchpopulation.More demanding, SoLoMobiles are also more careful and tend to investigate on brands using sidechannels: thus, they trust to 56% the comments of consumers associations, 50% the poll institutes55% the consumers’ opinion websites and 44% to independent quality labels versus respectively50%, 47%, 45% and 41% for the average population. Both categories favor the brand’s customerservice for only 33% of customers.Attracting new customers is a really hard mission indeed!