The Media Audit came out with a report regarding Digital Consumers and their characteristics regarding mobile usage.
They reported that there are five characteristics of this group.
1. Young and Affluent-40% of US consumers have mobile internet but the number is larger with the young who represent 78% of mobile usage. This group is between the ages of 18 and 34, and have a household income of $100,000 or more. A little more than half have no children living at home indicating they may have more disposable income.
2. Upscale-In the same vein, this group is more likely to pay for higher priced items. They are 60% more likely than the rest of the population to earn more than $150,000 in household income. Also, one in ten plan on purchasing an automobile that costs more than $30,000 in the next 12 months.
3. Influential-Mobile users are usually influential with others and they engage in social media. They can potentially reach others who are opinion leaders and possibly influence them to try different products or services. Compared to others, this group is more likely to have a college degree, have influence in business banking decisions and are sought out for financial advice from others. They are also more likely to be Facebook and Twitter users.
4. Highly Mobile-This group moves around so they may be more elusive and harder to reach than through traditional marketing channels. Mobile users are generally more likely to be heavy domestic air travelers, and frequent foreign air travelers. They also tend to spend more time driving around in metropolitan areas.
5. Deal Conscious-Although this group is upscale and affluent, a lot of them shop at discount stores like Walmart and Target, and more than half use coupons. They are also more likely to use “deal-of-the-day” sites like Groupon.
Mobile advertising options are available. A lot of cable systems in the area of your target audience offer packages. Ask me how can you start a mobile marketing plan in your target area. [email protected]
