Hitting a Moving Target: Consumer Life Stage Segmentation for Mobile Technologies

SUMMARY

This IDC study presents segmentation analysis that provides insight into thevalues and fundamental drivers behind the adoption patterns, spending levels,brand preferences, application usage, and future purchase intentions ofconsumers based on their distinct life stage profiles. The results of this studysuggest that mobile vendors and solutions providers should map out the variousconsumer life stage elements to address dynamic demands as customers movethrough the generational pipeline. They also suggest ways for marketers toeffectively reach these segments and adapt product offerings, business models,and branding strategies in order to leverage new opportunities and growth in theconsumer market.

Consumers are a market in flux. As they advance through each major lifestage, their choices, usage patterns, and purchasing behaviors are continuallybeing shaped by such factors as work influences, family obligations, technologyexperience, brand preferences, and purchasing power. Marketers must identify thedistinct life stage segments that shape consumer demands and refine theirofferings and marketing strategies to serve the dynamic needs of consumers.— Dana Thorat, senior research analyst, Technology Panels

TABLE OF CONTENTS

IDC Opinion

In This Study

Methodology

Executive Summary

Situation Overview

Introduction

Cluster Analysis Model: Survey Findings

Table: Household Digital Technology Adoption

Figure: Respondents by Life Stage

Life Stage Drivers

Respondent Age

Figure: Respondent Age by Life Stage

Household Size

Figure: Respondent Household Size by Life Stage

Household Income

Figure: Respondent Household Income by Life Stage

Technology Adoption and Usage by Life Stage

Figure: Information Technology Usage by Life Stage

Computer Usage

Figure: Number of Desktop Computers Owned and Regularly Used by Life Stage

Figure: Number of Laptop Computers Owned and Regularly Used by Life Stage

PC Brands

Figure: Laptop Computer Brand Usage: Fast Trackers

Figure: Laptop Computer Brand Usage: Techno Tribes

Figure: Laptop Computer Brand Usage: Quintessentialists

Figure: Laptop Computer Brand Usage: Mainstreamers

Figure: Business-Oriented Laptop Computer Brand Usage by Life Stage

Figure: Consumer-Oriented Laptop Computer Brand Usage by Life Stage

PDA Brands

Figure: Pocket PC–Based PDA Brand Usage by Life Stage

Figure: Palm-Based PDA Brand Usage by Life Stage

Converged Mobile Device Brands

Figure: Pocket PC–Based Converged Mobile Device Brand Usage by LifeStage

Figure: Palm-Based Converged Mobile Device Brand Usage by Life Stage

Future Mobile Device Purchasing Preferences

Figure: Purchase Preferences for Mobile Phones by Life Stage

Figure: Purchase Preferences for Separate and Combined Phone/PDA DeviceSolutions by Life Stage

Communications Usage

Wireless Service Spending

Figure: Mean Monthly Mobile Phone Spending by Life Stage

Landline Phone Service Spending

Figure: Mean Monthly Landline Phone Spending by Life Stage

Figure: Mobile and Landline Share of Personal Calls by Life Stage

Broadband Usage and Spending

Figure: Household Broadband Penetration by Life Stage

Figure: Mean Monthly Broadband Spending by Life Stage

Home Entertainment Usage and Spending

Table: Household Entertainment Device Usage by Life Stage (% ofRespondents)

Figure: Household Cable/Satellite Penetration by Life Stage

Figure: Mean Monthly Cable/Satellite TV Spending by Life Stage

Wireless Data Usage

Figure: Wireless Internet Access by Life Stage

Figure: Wireless Internet Laptop and Mobile Phone Usage by Life Stage

Figure: Wireless Internet PDA and Other Device Usage by Life Stage

Table: Wireless Data Application Usage by Life Stage (% of Respondents)

Analysis

Fast Trackers

Table: Household Digital Technology Adoption: Fast Trackers

Techno Tribes

Table: Household Digital Technology Adoption: Techno Tribes

Quintessentialists

Table: Household Digital Technology Adoption: Quintessentialists

Mainstreamers

Table: Household Digital Technology Adoption: Mainstreamers

Future Outlook

Impact

Essential Guidance

Actions to Consider

Cluster-Specific Recommendations

Fast Trackers

Techno Tribes

Quintessentialists

Mainstreamers

Learn More

Related Research

Appendix: IDC's Mobile Advisory Council Mobilizing the Consumer SurveyQuestionnaire

Technology Used in the Home

Table: Household Digital Technology Adoption Response Options

Mobile Device Usage — All Devices

PC Usage

Mobile Phone Usage

Future Device and Application Preference

Carrier Preference

About You

Mobile Device Mini Poll

Definitions

Complete IDC Mobile Device Segmentation

Mobile Phones

Figure: Mobile Phone Examples

Handheld Devices

Pen-Based Handhelds

Figure: Pen-Based Handheld Device Examples

Keypad-Based Handhelds

Figure: Keypad-Based Handheld Device Examples

Converged Mobile Devices

Figure: Converged Mobile Device Examples

Synopsis