SMARTPHONE USERS: SEGMENT YOURSELF

• Segmentation research gives you deeper insights into the persona of your customers. Let's say you want to target the 'always on' smartphone users who are never more than arm's reach from their device, even during sleep. One study found that there are seven distinct types of alwayson consumers.

1. Prodigies (5 per cent), Constantly connected, mobile-centric, tech trendsetters. More Windows and Google geeks. Social media three times a day. Use mobile phone to make purchases. More likely to purchase online than in stores.
2. Tribals (13 per cent), Hyperconnected, device agnostic. Social influential. Heavily influenced and strongly influencable through social media. More into Pinterest, Instagram and Flickr. More iPhone than Windows. Social media three times a day. Use mobile phone to make purchases. Use Internet to plan shopping trips.
3. Personals (11 per cent), Mobile-savvy, love their phone. Shy away from social media. Prefer direct messaging. Heavy messaging app usage and low social media usage. Like the Yellow Pages.
4. Pragmatists (18 per cent), Mobile professionals use their phone to balance their work and personal lives.
5. Browsers (24 per cent), The largest group of smartphone owners are still learning about all the things they can do with their phone. Rarely use phone to purchase. Likely to use Google Translate.
6. Occasionals (11 per cent), Use their smartphones for making calls, playing games and checking the weather. Most features go unused. Reachable through their PCs and through print ads.
7. Talkers (13 per cent), Talkers use their phone mainly for verbal conversations and the occasional video call. Not much social media use. Rarely use phone to purchase.

The Question

1. How is it best to target them through apps and mobile web and What time of day is best for reaching them?