Yankee Group has identified a new breed of consumers that "prize connectivity at all times" to help tech and media brands better understand their buying habits. A survey of 4,000 consumers revealed five segments of "Anywhere Consumers," from the most wireless-obsessed, "Actualized Anywheres," to the least, "Analogs."
At the top, "Actualized Anywheres" skew between ages 18-44, are more racially diverse than other segments, and have a higher average household income ($95,000) than the other groups. Although Actualized Anywheres only make up about five percent of the population, Yankee Group senior analyst Joshua Martin told MediaPost that '"their opinions of products and services have huge ramifications on mass-market adoption of technologies and products, which can propel or obstruct carriers, manufacturers, service providers and retailers."
The second group, "Outlet Jockeys" (15 percent of the population; $85,000 HHI) is particularly interested in cutting-edge mobile technology, and won't just "make do" with one sub par, multipurpose device.
"Despite owning multifunction handsets, this group continues to bring other portable devices such as laptops, digital cameras and MP3 players with them," Mr. Martin said, "furthering the notion that one device will not replace best-of-breed alternatives."
The third, "Digital Shut-ins" (20 percent of the population; $80,000 HHI) owns numerous advanced entertainment devices like HDTVs, but do not subscribe to the services (like HD digital cable) that fully leverage their potential. Connectivity outside the home is not a major priority.
Among the least tech-savvy, "Technophytes" (22 percent of the population/$65,000 HHI) want to be considered cutting-edge but are often following trends from early adopters. But Mr. Martin said these consumers "assure that there is mass market sustainability for advanced devices beyond the early adopters."
The fifth segment, "Analogs" (40 percent of the population; $50,000 HHI) are not particularly interested in new media or technology and are very price sensitive. The segment is much older than the previous four, with less than 25 percent between the ages of 18 and 44. On the positive side, Mr. Martin said that there's an opportunity for media and tech marketers to reach Analogs if they portray new devices and services as an easier way to do current activities like staying in touch with family, or watching their favorite movies.
The segmentations, according to Mr. Martin, make it easier for tech brands to figure out how to best use the web to reach their targets. Actualized Anywheres and Outlet Jockeys, for example, are more willing to try mobile purchasing. Digital Shut-ins can be engaged through traditional online means like display ads and email. But Technophytes and Analogs are best approached through more traditional offline methods.
Discussion Questions: Given the many factors involved in customer behavior profiling, where would you rank wireless connectivity? Are non-tech brands doing enough to understand their customer's wireless tendencies?