Experian Simmons has classified the 87% of American adults with cell phones into five consumer segments based on their behaviors and attitudes toward their phones.
Mobirati (19% of cell phone owners) grew up with cell phones and cannot imagine life without them. Their favorite mobile brands include Blackberry, iPhone, and Nextel.
• Spend an average of $97 a month on cell services.
• More likely than the average cell phone user to include international calling and mobile TV as part of their cell phone plans.
• 170% more likely than average to be interested in a service that allows them to make purchases in a store using their cell phones.
• 140% more likely than average to use their phone to find information to decide where to go and what to do in their free time.
Social Adopters (22%) feel that communication is essential to their lives, and their phones help them keep in touch with friends and manage social events. Their favorite mobile brands include Sanyo, LG, and Nextel.
• Spend an average of $105 a month on cell services.
• More likely than average to include unlimited data and unlimited text messages in their cell phone plans.
• 70% more likely than average to say that their friendships wouldn’t be as close without their cell phones.
• 61% more likely than average to feel that text message conversations are just as meaningful as phone conversations.
Pragmatic Adapters (22%) were adults when cell phones became common and are just learning to use their phones for activities other than talking. Cell phones continue to be functional rather than a source of entertainment for this segment. Their favorite mobile brands include Motorola, Nokia, and Sanyo.
• Spend an average of $86 a month of cell services.
• More likely than average to include unlimited voice in their cell phone plans.
• 62% more likely than average to claim they will switch providers as soon as possible if their cell phone service is poor.
• 53% more likely than average to say they use their phones for basic calling rather than any other features.
Basic Planners (20%) are not interested in cell phones or technology in general. They use their phones for basic communication only. Their favorite mobile brands are Nokia, Kyocera, and Nextel.
• Spend an average of $76 a month on cell services.
• More likely than average to include unlimited voice in their cell phone plans.
• 72% more likely than average to only use their phones in case of emergency.
• 31% more likely than average to claim call phone plans are confusing to them.
Mobile Professionals (17%) use their phones to manage both their professional and personal lives. Their phones are necessary for communication and information needs alike. Their favorite mobile brands are iPhone, Blackberry, and Palm.
• Spend an average of $104 a month on cell services.
• More likely than average to include international dialing, mobile TV, unlimited data, and unlimited text in their cell plans.
• 86% more likely to claim the extra features on their phones are more important than the traditional calling features.
• 73% more likely than average to be willing to switch providers to have access to the latest technology. [Telecommunications]
Source: “Segmentation of Mobile Consumers: Simmons National Consumer Study,” Experian Simmons, Eileen Merken, Director Analytics, 1501 SW FAU Research Park Blvd., #100, Deerfield Beach, FL 33441; 954-246-8220; eileenm@smrb.com; www.smrb.com. Price: Call for information.
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