The market research firm IDC has released a study in which it breaks mobile users into four distinct categories. This was intended to help companies understand who their customers are.
The four groups are:
- The Mobile Elite: the early adopter segment that adopts the latest devices, applications, and solutions, and also uses the broadest number of them.
- Minimalists: the opposite of the Mobile Elite, these individuals employ just the basics for their mobility needs.
- Voice and Text Fanatics: a more communications-centric group of individuals who tend to be focused on text-based data and messaging.
- Display Mavens: individuals who deliver a large number of presentations while mobile and also use, to a moderate degree, entertainment applications during periods of idleness.
Randy Giusto, vice president of IDC’s Personal Technology and Services research, said: “Understanding the usage patterns of discrete types of mobile users will help technology vendors and wireless operators map out where they need to focus their mobility efforts, and IT professionals where they need to make adjustments in their mobility initiatives.”
The needs of mobile users continue to evolve as handhelds, smart phones, and other such devices become more a part of their everyday lives. Mobile users will demand more performance, capabilities, and variety from the mobile devices and applications that will be available to them in the future. IDC believes that, to achieve continued success in the evolving world of mobility, it’s critical to understand how technology is used and by whom.
Hardware, software, and mobile solutions vendors must understand individual’s needs today and how they will change over time. This is particularly important when trying to make gains in a slow-growth economy.
Wireless operators must be in tune with the next wave of mobile device growth (in both business and consumer markets) and the impact of converged mobile devices, like smart phones.
Those who deciding on which mobile devices will be used at their companies need to be sure that the ones they choose are appropriate. This means they must choose the right devices, applications, and services.
The full report, called Exploring Usage Models In Mobility: A Cluster Analysis of Mobile Users, can be purchased from the IDC web site for $4,500.