Mobile March-What Do They Want? Mobile Segmentation with Doug Rozen

BRINGING THE DIFFERENT MOBILE USERS TO LIFECarlson Marketing’s Mobile Segmentation Study27 March, 2010

© 2009. Carlson Marketing Worldwide. All rights reserved.

Douglas RozenSVP, Global Lead – Creative, Interactive, Media & MobileE [email protected] + 1 763 212 4449W www.CarlsonMarketing.comT @dougs_digs

Bringing the different mobile users to life

• How?– By creating a master segmentation to answer:

• Who uses mobile and how

• Who responds to what marketing

• Why?– Know who to target with what message to attract the best

response

– Understand the expectations (and limitations) of the end user

– And, to cut-off at the pass the insistent need for an iPhone app first

2© 2009. Carlson Marketing Worldwide. All rights reserved.

3

WE ARE THE RELATIONSHIP BUILDING COMPANY


Doing it for 70 years

AUTOAIRLINEFINANCIAL SERVICES

TECH & TELCO RETAIL CPG

TRAVEL & HOSPITALITY


http://images.google.com/imgres?imgurl=http://www.botaski.com/assets/images/AVIS_LOGO_BLANCO.JPG&imgrefurl=http://www.botaski.com/html/directions.html&usg=__Do_LEdD0t1C8IiS4Um9YU1wg924=&h=236&w=614&sz=46&hl=en&start=3&tbnid=i_KqFyFKXfpcVM:&tbnh=52&tbnw=136&prev=/images?q=avis+logo&gbv=2&hl=en

http://www.radisson.com/

http://www.digiturkwebtv.com/MainPage.aspx

http://www.orange.com/en_EN/index.jsp

http://www.regenthotels.com/

Life is not fair

BUILD THE RELATIONSHIPS THAT ADD THE MOST VALUE

BY UNDERSTANDING WHAT DRIVES EACH PERSON

+ BEHAVIORS ATTITUDES

We know some relationships are more important than others


How We All Use Mobile

• Overview of Carlson Marketing’s Mobile Segmentation Study


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


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

TALKING

MESSAGING

BROWSING

DOWNLOADING


9

The Mobile Usage Personas

No Mobile Phone. Has a land

line which he uses for all calls

16%

Has a mobile phone but uses it for voice

services only

32%

Occasionally uses SMS and reads/send email.

Rarely or Never browses or downloads

11%

Address book most used function. Regularly

text/emails but rarely uses internet

14%

Heavy SMS, occasional browser. Mobile serves as an “away from the

office” alternative to PC

6%

Uses all of the features of the phone for fun, whether SMS taking

pics or games

5% Heavy user of mobile internet, messaging, most likely to receive

offers & promotions via mobile

5%Moderate browser &

messaging. Not likely to use all of features

on their fully loaded phone

11%

Note: Segments are not mutually exclusive


10

WHO• 39, married, has a daughter, lives in a suburb in

Orlando, FL.• Educated, works full-time in human resources• Spending time with her family is her top priority• Very social, has a large network, likes to do fun and

exciting things, involved in the community• Enjoys photography, going to the beach, country

music and playing board games with friends

Gender:M: 44% / F: 56%

Age: 39

Mean HH Income:

$78,250 annually

Messaging: Regularly

Browsing: Infrequently

Downloading:

Never

WHAT• Has her cell phone with her

wherever she goes• She regularly texts but rarely uses

the Internet on her phone• Does not have a land line and uses

her cell phone for all of her calls (which is many)

• Does not want to receive offers or advertisements on her cell phone

• Wants phone that she has to reflect her personal style

• Has a shared monthly plan with a contract monthly bill over $100

WHERE• Is online (on computer) often for a

variety of reasons, ranging from looking for employment to information on childcare/parenting

• Purchased phone online• Uses social networking as another

way to connect with family and friends

• Media Profile:− Photobucket.com, Facebook,

Monster.com, MySpace, Yahoo!− Life & Style Weekly, In Touch,

Marie Claire, Elle, Lucky, Cosmo− TLC, Lifetime, E!, Oxygen, reality

TV

WHY• Understands how to use most

features on phone, even if she doesn’t use them all

• Thinks that the mobile Internet is too expensive & websites take too long to load

• Enjoys shopping, but is always looking for the best deal

• Is an impulse shopper, likes to have the hot items

• Is fairly brand loyal, once she finds a brand she likes she sticks with it

• Likes technology because it helps her to simplify her life, stay connected and in the know


11

HOW• Focus on functional services and

messaging• Allow the consumer to have

unique interactions that add value to their lifestyle habits and interests

VIA MESSAGING• Engage to provide timely

alerts and non-obtrusive brand interaction

Examples• SMS Campaigns

− Emergency Alerts− News Alerts− SMS Surveys

• Text-to-Vote• SMS Coupons• Click to Call

VIA BROWSING• Optimize browsing tactics

with “quick-load” content to facilitate always-at-hand engagement opportunities

Examples• Low-graphic mobile specific

sites• Mobile Search• Click to Call

VIA DOWNLOADING• Use downloading to support

their favorite brands and provide easy access to functional content

Examples• Shortcuts (to WAP)• Web pushes• Branded Wallpaper• QR Codes offline for

exclusive brand/product info


12


Note: Segments are not mutually exclusive


13

WHO• 31, lives with girlfriend in Washington D.C.• Post grad degree, employed full-time in tech sales,

very career oriented but still likes to have fun and be entertained

• Likes to stay fit and lead a healthy lifestyle• Very social, likes to spend time with friends, play pool,

participate in fantasy sports and go to bars/nightclubs

Gender:M: 58% / F: 42%

Age: 33

Mean HH Income:

$86,000 annually

Messaging:Very Frequent

Browsing:Very Frequent

Downloading:

Very FrequentWHAT

• Prefers to buy products that reflect his status and are consistent with his image

• Willing to pay extra for products with the newest technology

• Does not have land line, uses cell phone for all calls

• Has an Apple iPhone with everything plan from AT&T. Work pays for cell phone bill

• Frequently downloads apps, watches videos and surfs the net on his phone

• Hacks technology in order to improve performance & customize to his needs

WHERE• Very high mobile Internet usage.

Uses for both work and entertainment

• Very likely to use phone to receive coupons or promotions

• Watches live video, sports on phone.

• Media habits:− iTunes, Flickr, CNET, wsj.com,

ESPN.com, Facebook− GQ, Game Informer, Fortune,

Maxim, Men’s Fitness, SI− Adult Swim, MTV 2, ESPN Classic

, FOX Sports

WHY• Very tech and mobile savvy. High

on the adoption curve, likes to be a leader

• Prides himself on being the 1st to have new technology and being the go-to person for friends

• Up-to-date on the latest and greatest apps, upgrades and other new and trendy ways to use phone

• Likes to impress people with his lifestyle, the mobile phone is a part of identity

• Always looking for next best device, replaces outdated technology yearly

• Technology is fully integrated into his life


14

HOW• Be careful in marketing to

Mavericks: Know what you want to get out of their engagement or risk losing their attention

• Provide a fully immersive handheld connection to brands and content

• Allow unique interactions that add value to their lifestyle and push the technology envelope

VIA MESSAGING• Utilize messaging tactics to

provide regularly one-to-one interaction with consumers and to direct users to more advanced engagements

Examples• Text-to-Vote• MMS Sweepstakes• Location-based Content

VIA BROWSING• Optimize browsing tactics

with content to facilitate always-at-hand brand engagement opportunities

Examples• Rich mobile sites• Mobile Banner Ads • Mobile Video• Mobile Search• Click to Call• QR Codes

VIA DOWNLOADING• Use downloading to provide

easy access to all the content needed personally & professionally

Examples• Augmented Reality• Applications• Mobile Ticketing• Mobile Payments• Ringtones• Wallpapers/Themes


15


No mobile, only a land line

Work: Blackberry; Personal: LG

Old-school flip phone Pink Motorola Sidekick

Palm Pre / HTC Touch iPhone 3G S iPhone, not the newest model

Device of choice (illustrative)

Out of date Nokia phone


16

The Mobile Usage PersonasTechnology Adoption

Never to Very Rarely

Rarely to InfrequentlyOccasionally to Regularly

Moderate

Very Frequently


17

The Mobile Usage PersonasIn-going hypothesis confirmed: As mobile usage increases, so to does consumer adoption and the use of additional functions and features


18

The Mobile Usage PersonasYet, the most tech-savvy users are using the phone less as a phone to connect through voice


Applying the Segmentatio

n

• Know who to target with what message to attract the right response


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



Douglas RozenSVP, Global Lead – Creative, Interactive, Media & MobileE [email protected] + 1 763 212 4449W www.CarlsonMarketing.comT @dougs_digs

Mobile March-What Do They Want? Mobile Segmentation with Doug Rozen

Technology

Transcript of Mobile March-What Do They Want? Mobile Segmentation with Doug Rozen