Grapevine Consulting

…apparently. And, they’ve been handily labelled by InsightExpress as Mobile Pioneers, Mobile Wannabes and Mobile Traditionalists. I started thinking about the consumers behind the research. Below is my summary of the 3 types and my creative interpretation of which TV characters they might be.

Mobile Pioneers (15% of the market):

• Ahead of peers
• Uses advanced features weekly e.g. internet, unique apps, video
• Under-35, male and single
• 1/3 have a Smartphone
• Most likely to have thrown their mobile phone at someone or something
• Could be: Russell Owen from Hollyoaks. He fits the demographic and often seems to be both on his mobile and angry/stressed (could trigger a throw?). I’m not sure if it’s a Smartphone but generally other characters refer to how “smart” Russell is so I assume that would at least qualify him as ahead of peers. Russ was married but is currently single making him a close match for this category

Mobile Wannabes (25% of the market):

• Less than half are under 35
• Only 5% own a Smartphone
• Has tried some advanced features and would like to use them more
• Not as likely as the Mobile Pioneers to have walked into something while using device
• 30% of Pioneers had taken a picture of a product using their phone and sent it to someone to get an opinion
• Could be: Kitty Walker from Brothers and Sisters. Kitty is 39 so pretty much sitting on the age cusp of this group. She looks confident on her Blackberry but I’m sure would be interested to try more advanced features. Kitty asks her family about everything before she makes a decision, so I think she’d take pics and send them round the Walker family.  I still have an image of her as Ally McBeal so was troubled on the “walking in to things” criteria but think Kitty just scrapes in this category

Mobile Traditionalists (60% of the market):

• Most are over 35
• Mainly use phone for calls and texting
• Almost 1/4 have added ICE (in case of emergency) to their contacts list
• Could be: Dan Scott from One Tree Hill. He uses his mobile to call people and receive sinister texts from someone who knows he killed his brother (Dan thinks it actually *is* his dead brother texting him but I don’t think that qualifies as a mobile app). I’m pretty certain ICE would appeal to Dan as when he was having a heart attack his ex-wife threw his mobile at him and told him to call for help himself (N.B. If she threw the mobile could that class her as a Mobile Pioneer???)

[Via Mobile Marketing]

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