IDC labels mobile device users
By: Anthony Newman, Friday 5th December 2003, 13:21 GMT
A new study from research group IDC, entitled 'Exploring Usage Models in Mobility: A Cluster Analysis of Mobile Users', aims to compartmentalise users of mobile devices.
Specifically, four types of user were identified. The first they dubbed 'Display Mavens', who primarily use their devices to deliver presentations and fill downtime with entertainment applications. These would be the stereotypical road warrior, formerly carrying laptops for their PowerPoint duties, but now favouring the lightweight solution of Pocket PC with foldable keyboard and VGA-out card.
The second is the 'Mobile Elite', early adopters and gadget-lovers who own lots of the latest devices with the widest range of uses. These people are on the crest of the wave, carrying a convergence device such as a Smartphone and possibly a dedicated PDA too, as well as digital cameras, MP3 players and sub-notebooks.
The third category are 'Minimalists', using just the devices needed for daily living - the exact opposite of the Mobile Elite. We'd probably find these people using just a mobile phone, perhaps making use of a basic PIM package and mobile e-mail, or toting a laptop supplied by work, but little more.
The final category are 'Voice and Text Fanatics', emphasising the communicative strengths of mobile technology, including voice and video calling, SMS, MMS, mobile email and instant messaging. Converged devices are perfect for this segment, so they'll often be spotted wielding handhelds such as the O2 XDA and the Handspring Treo 600.
The IDC survey aims to explore these groupings to help content and hardware providers target their products more exactly towards specific markets.