Carlson Marketing conducted a mobile segmentation study to understand different types of mobile users and how to target them. They identified personas based on usage frequency across voice, messaging, browsing and downloading. These ranged from basic voice users to "Mavericks" who are early adopters and power users. The study found increasing engagement with mobile functions correlates with greater technology adoption. It aims to help clients identify the right messages to attract each persona's response.

1. Carlson Marketing’s Mobile Segmentation Study
21 October, 2009
Douglas Rozen
SVP, Global Lead – Creative, Interactive, Media & Mobile
E drozen@carlson.com
P + 1 763 212 4449
W www.CarlsonMarketing.com
T @dougs_digs © 2009. Carlson Marketing Worldwide. All rights reserved.

2. Bringing the different mobile users to life
• How?
– By creating a master segmentation to answer:
• Who uses mobile
• Who responds to what
• Why?
– Know who to target with what message to attract the best response
– Understand the role of new data streams from mobile channels
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3. 3
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4. Doing it for 70 years
FINANCIAL TRAVEL & TECH &
SERVICES AIRLINE HOSPITALITY AUTO TELCO RETAIL CPG
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5. Life is not fair
We know some relationships are more important than others
+ BEHAVIORS ATTITUDES
BUILD THE RELATIONSHIPS THAT BY UNDERSTANDING WHAT
ADD THE MOST VALUE DRIVES EACH PERSON
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6. • Overview of Carlson Marketing’s
Mobile Segmentation Study
© 2009. Carlson Marketing Worldwide. All rights reserved.

7. 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
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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
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9. The Mobile Usage Personas
Note: Segments are not mutually exclusive
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10. My cell phone is ALWAYS with
me! I have to always be ready
for my kids to be in touch
with me. I also enjoy texting
friends all day.!
Besides cost, having a cell
Gender: M: 44% / F: 56% Messaging: Regularly
signal is important to me. I
Age: 39 Browsing: Infrequently
have unlimited minutes on
nights and weekends.!
Mean HH Income: $78,250 annually Downloading: Never
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11. HOW I love alerts, I have the weather
• Focus on functional services and twice a day, when I get a direct
messaging
• Allow the consumer to have unique
deposit into my bank accounts !
interactions that add value to their and any information regarding an
lifestyle habits and interests emergency with my kids’ school.!
I feel naked without my phone. I’m
a slave to the red blinking light.!
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12. The Mobile Usage Personas
Note: Segments are not mutually exclusive
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13. Having these tools with me
helps ensure my success.!
My phone would be described
as part of my attire. I don’t
leave home without it. It is
always on and is the only way
Gender: M: 58% / F: 42% Messaging: Very Frequent that people get a hold of me.
Age: 33 Browsing: Very Frequent It is my work companion and
Mean HH Income: $86,000 annually Downloading: Very Frequent
my entertainment device.!
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14. HOW I did use alerts, but it was years
• Be careful in marketing to Mavericks: ago on an older phone. What’s !
Know what you want to get out of their
engagement or risk losing their attention
the point today? Most of that
• Provide a fully immersive handheld information can be received via apps.!
connection to brands and content
• Allow unique interactions that add value I have used iTunes to take a song,
to their lifestyle and push the technology cut 30 seconds change the file name
envelope
to m4a and use it as my ringtone.!
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15. The Mobile Usage Personas
Device of choice (illustrative)
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16. Never to Very Rarely
Rarely to Infrequently
Occasionally to Regularly
The Mobile Usage Personas Moderate
Very Frequently
Technology Adoption
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17. The Mobile Usage Personas
In-going hypothesis confirmed: As mobile usage increases, so to does
consumer adoption and the use of additional functions and features
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18. The Mobile Usage Personas
Yet, the most tech-savvy users are using the phone less as a phone
to connect through voice
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19. • Know who to target with what message
to attract the right response
© 2009. Carlson Marketing Worldwide. All rights reserved.

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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
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21. Douglas Rozen
SVP, Global Lead – Creative, Interactive, Media & Mobile
E drozen@carlson.com
P + 1 763 212 4449
W www.CarlsonMarketing.com
T @dougs_digs © 2009. Carlson Marketing Worldwide. All rights reserved.