IDC has come out with an interesting report today that segments mobile technology buyers based on the stages in their lives. I’m clearly a Fast Tracker with every intent of setting up my own Techno-Tribe. Where do you fall?
According to IDC’s new segmentation model based on cluster analysis, the youngest early-adopter adult mobile consumers are “Fast Trackers,” highly mobile Gen Xers strongly influenced by factors outside the home, such as their workplace and peers. Accordingly, three out of four Fast Trackers use business-branded PDAs, such as the Pocket-PC-based devices manufactured by HP/Compaq versus Palm-OS-based PDA models. Eventually, these individuals become more established professionally and financially, and many get married and have children, establishing “Techno-Tribes.” Family influences play a key role in Techno Tribes’ purchases as evidenced by the ubiquitous penetration of entertainment products, such as home video game consoles, portable game players, and cable/satellite television among this segment. Later in life, as these individuals move towards empty nest households and imminent retirement, they become “Quintessentialists” with a higher net worth. These individuals are also quite loyal to brands with which they are comfortable and somewhat more frugal in their spending on mobile and other IT products and services.
The results of this survey come from over 10,000 buyers of mobile technology for both business and consumer needs. While 87 countries are represented, roughly 84% of the participants are in the US. The full report is 66 pages and runs $4500. More information can be found here.