Segmentace mobilních uživatelů

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Segmentace mobilních uživatelů

  1. 1. Nobody’s Unpredictable Ipsos Tambor for TUESDAY Business Network Czech Mobile Phone User 20th February 2007
  2. 2. Who Is the Czech Mobile Phone User? (NEARLY) EVERYBODY… Amost 12 million active SIM cards Approximately 10 milion inhabitants Frequent double SIM usage Ipsos Tambor for TUESDAY Business Network 2 Czech Mobile Phone User
  3. 3. Mobile Phone Users & Non-users § Mobile phone users and non-users differ in many an aspect. The differences can be observed both from the point of view of socio-demographics and their lifestyle and attitudes: GENDER AGE POLITICAL PREFERENCES % 80 Users Non-Users % 40 Users Non-Users % 90 Users Non-users 59 65 52 48 58 23 22 22 41 20 21 18 21 40 20 13 14 45 9 9 9 25 15 14 17 0 0 0 Male Female 16 to 19 20 to 29 30 to 39 40 to 49 50 to 59 60+ Left Middle Right The population of non-users is most often represented by women, seniors, and retired people. They incline to the left side of the political spectrum and they are rarer computer and Internet users. DAILY PC AND INTERNET USAGE EMPLOYMENT STATUS % 60 Users Non-users % 60 Users Non-users 39 42 33 33 35 27 29 30 24 30 19 10 13 8 4 1 0 0 Management, Lower Students In the Retired, Daily usage of Daily usage of the specialists positions household unemployed computer Internet Source: BrandPower by Ipsos Tambor, 2006 Ipsos Tambor for TUESDAY Business Network 3 Czech Mobile Phone User
  4. 4. So Goals Are Changing… Gross Adds to win a year, to win the Christmas time... unbelieavable offers for new customers Retention & Loyalty, churn prevention ARPU & customer value loyalty programmes value added services – SMS, data, MMS… content services CRM, campaign management CRM, campaign management Migration migration programmes, tariffs, offers Ipsos Tambor for TUESDAY Business Network 4 Czech Mobile Phone User
  5. 5. But How to Manage Millions* of Customers? § How to analyze them? § How to understand them? § How to communicate to them? § What to tell them? What to offer them? § How to minimise cost for it? ? § And, of course, how to increase their value? SEGMENTATION BUT HOW TO DO IT? * Telefónica O2 – 5 millions of mobile users out of which ¼ use post-paid services T-Mobile - 5 millions of mobile users out of which ¼ use post-paid Vodafone - more than 2,000,000 customers, almost equal share of pre and post-paid users Ipsos Tambor for TUESDAY Business Network 5 Czech Mobile Phone User
  6. 6. Basic Segmentation Types Socio-demographic segmentations § Demographic – age, region § Socio-demographic – combinations of socio-economic figures and life stage (age, marital status, employment…) – young unemployed, singles… § Economic data combinations – ABCDE Customers segmentations § Private/business § Value segmentation – low spend, high spend…; heavy users, frequent users, occasional users… Marketing segmentations § Acceptation of novelties – early adopters, innovators… § Brand attitudes – lovers, believers, hesitants, unbelievers, ignorants § Loyal, disloyal customers… sometimes mixed with customer value Ipsos Tambor for TUESDAY Business Network 6 Czech Mobile Phone User
  7. 7. Research Segmentations Research segmentations based on: Demography, Lifestyle, Attitudes, Shopping behaviour Ipsos Tambor segmentation example Tonda & Růžena DEPRIVOVANÍ UNDERPRIVILEGED Seniors, often retired, lower income, conservative Roman & Jiřina approach to life. Shopping at discount stores. NEKVALIFIKOVANÍ LIDÉ They prefer traditional Czech goods and brands. 12,1% Klára & Richard 17,0% UNSKILLED MLADÍ KONZERVATIVNÍ 12,0% 16,5% Lower education level, free time spent in a traditional 10,3% 11,3% 5,4% 16,2% Věra & Milan 16,2% way, usually watching TV. They do not seek new things. STŘEDNÍ LÉTA 7,4% 7,7% 0,0% 10,0% 10,8% 12,2% Price is more important than quality. 19,1% 23,5% 18,9% % podíl v populaci Aneta & Kevin 32,4% YOUNG & CONSERVATIVE MLADÍ A NEKLIDNÍ 18,5% 22,5% % podíl v kategorii % podíl u V+M značky People with higher education, higher professional and social status, most often from 25 to 35 y.o. They live Ludmila & Karel SEBEVĚDOMÍ active lives, like their comfort although the price is still important. Foreign brand lovers. Marcela & Jiří MLADÍ DUCHEM MIDDLE AGED People of middle or high social status with traditional values, but who do not reject new things. Because of YOUNG & RESTLESS age, their hobbies are rather passive. The price of Mostly young people under 25 y. o. from the middle and goods is important but quality is not irrelevant. upper classes. They are active, seek novelties & follow trends when choosing goods. Prefer foreign brands. YOUNG AT HEART Economically active population 35 y. o.+ in upper SELF-CONFIDENT professional positions and higher social classes. People with average social position, most often in their Optimistic and active attitudes. Money is an instrument, 30’s. Positive and modern approach to life as well as to not the goal of their lives. They seek quality. their shopping, and consumption behaviour. Source: BrandPower by Ipsos Tambor, 2006 Ipsos Tambor for TUESDAY Business Network 7 Czech Mobile Phone User
  8. 8. Complex Segmentations Segmentations based on: Transactional data/Research data/Demography Ipsos UK – approach to complex segmentation Faster Moving (transitory) Circumstances Lifestage, Occasion Location, Transport etc Motivations Behaviours Recency, Frequency, Products Purchased Attitudes Slower Moving (resilient) “Observed Behaviour is the product of Attitudes and Circumstances” To life; to brand / company; to category decisions cf. Dick & Basu, The Academy of Marketing Science, New York University, 1994 Ipsos Tambor for TUESDAY Business Network 8 Czech Mobile Phone User
  9. 9. Potential of New and Repurchased Products and Services Offered by Mobile Providers Ipsos Tambor for TUESDAY Business Network 9 Czech Mobile Phone User
  10. 10. New Joiners & Activators § Three groups of customers will be further on analysed as they form a key area of new income for mobile phone providers: § People who purchased a pre-paid SIM card in last 12 months § People who purchased a post-paid tariff in last 12 months § Customers who purchased a handset in last 12 months § The typology division and basic socio-demographic figures of the three groups are: New pre-paid New post-paid New handset (14% of the population) (13% of the population) (24% of the population) § Equally distributed in all § Mainly Young and restless § Mainly Young conservative typology segments followed by followed by § Young conservative § Young and restless § People in the household § The most distinctive group § Singles § Smaller cities § Singles § Students and people in the § Students household § Often running their business § Just a few retired § Almost no retired § Smaller cities § Prague and large cities Source: BrandPower by Ipsos Tambor, 2006 Ipsos Tambor for TUESDAY Business Network 10 Czech Mobile Phone User
  11. 11. New Pre-paid Customers § Customers who purchased a pre-paid SIM card significantly differ from the common population in the following consumption and shopping behaviour aspects, attitudes, and lifestyle characteristics: Population New pre-paid I always check prices, even when buying 54 Customers who bought a pre-paid SIM card in some minor things 44 + last 12 months tend to be rather conservative 35 (do not want to be leaders, mind the modern My clothes reflect my attitudes 43 - character of TV commercials, refuse e-banking), price oriented, and more closed than the rest of the I like to be regarded as a leading 20 Czech population. personality 30 - 44 The target audience significantly I find e-banking rather risky + 35 + more agrees with the statement 30 There's too much sex in TV commercials The target audience significantly 18 + - more agrees with the statement 57 I got drunk + 46 0 50 100 % Source: BrandPower by Ipsos Tambor, 2006 Ipsos Tambor for TUESDAY Business Network 11 Czech Mobile Phone User
  12. 12. New Post-paid Customers § Customers who purchased a new post-paid tariff significantly differ from the common population in the following consumption and shopping behaviour aspects, attitudes, and lifestyle characteristics: Population New post-paid Population New post-paid LIFESTYLE 19 SHOPPING 39 & I fear the future 35 - I like buying new and original things 26 + & ATTITUDE 59 36 CONSUMPTION I want to be attractive for the other sex 46 I am impulsive when shopping + 26 + 28 Shopping is a kind of entertainment for I have a strict routine in my life 39 - me 26 35 + I am still facing the success of my life 54 I love buying brand goods 42 42 + 30 + TV is my most frequent form of 23 - Quality is more important than price 43 entertainment 35 37 + I love parties, shows, performances 48 33 36 I shop online + 22 + I often have a drink outdoors 55 19 - 41 I find e-banking rather risky 35 + The clothes I wear reflect my personality 57 18 43 I have a mortgage 10 + + I want to look different 47 40 33 + I went abroad 29 + 0 50 100 % 0 50 100% Customers who buy new post-tariffs are usually progressive, active, they enjoy novelties in their lives, and they want to be unique. They like new products and services and do not mind paying for them. Source: BrandPower by Ipsos Tambor, 2006 Ipsos Tambor for TUESDAY Business Network 12 Czech Mobile Phone User
  13. 13. New Handset Owners § Customers who purchased a new handset significantly differ from the common population in the following consumption and shopping behaviour aspects, attitudes, and lifestyle characteristics: Population New handset Population New handset LIFESTYLE 28 32 SHOPPING & I fear the future 35 - I am impulsive when shopping 26 + & ATTITUDE CONSUMPTION 52 Shopping is a kind of entertainment for 33 I want to be attractive for the other sex + + 46 me 26 49 43 I am still facing the success of my life + Quality is more important than price 42 37 + 43 25 I love parties, shows, performances 36 + I buy lifestyle magazines 20 + 54 59 I like visiting new places + I eat in fastfood restaurants + 46 49 42 10 I want to look different + iPod owners 33 6 + 0 50 100 % 0 50 100% This target audience is also innovative, self-confident, interested in quality, brands, and news, though not as much as new post-paid customers. Source: BrandPower by Ipsos Tambor, 2006 Ipsos Tambor for TUESDAY Business Network 13 Czech Mobile Phone User
  14. 14. Data & Content § O2 Internet Mobil § Internet 4G § Připojení k internetu § O2 Internet Kombi § web’n’walk § Vodafone live! § Gamezone § Videozona Data – potential segments Content – potential segments SELF-CONFIDENT YOUNG & RESTLESS Mostly young people under 25 y. o. from the middle and People with average social position, most often in their upper classes. They are active, seek novelties & follow 30’s. Positive and modern approach to life as well as to trends when choosing goods. Prefer foreign brands. their shopping, and consumption behaviour. YOUNG & CONSERVATIVE People with higher education, higher professional and social status, most often from 25 to 35 y.o. They live active lives, like their comfort although the price is still important. Foreign brand lovers. YOUNG AT HEART Economically active population 35 y. o.+ in upper professional positions and higher social classes. Optimistic and active attitudes. Money is an instrument, not the goal of their lives. They seek quality. Ipsos Tambor for TUESDAY Business Network 14 Czech Mobile Phone User
  15. 15. To sum it up Segments seem to be useful but… • We tend to prefer young “trendy” segmnents – just like us… • Should not exclude seniors, their time will come We should take into account: • What kind of segmentation could be useful/effective • How it is created • How easily it can be reached and applied Try to avoid confusion by segmentations… Ipsos Tambor for TUESDAY Business Network 15 Czech Mobile Phone User
  16. 16. Contact lenka.silerova@ipsos-tambor.cz GSM: +420 602 582 042 michal.drobnik@ipsos-tambor.cz GSM: +420 724 601 250 Ipsos Tambor for TUESDAY Business Network 16 Czech Mobile Phone User

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