Segmentace mobilních uživatelů
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Transcript of Segmentace mobilních uživatelů
Nobody’s Unpredictable
Ipsos Tambor for TUESDAY Business Network
Czech Mobile Phone User
20th February 2007
Ipsos Tambor for TUESDAY Business Network Czech Mobile Phone User2
Who Is the Czech Mobile Phone User?
(NEARLY) EVERYBODY…
Amost 12 million active SIM cardsApproximately 10 milion inhabitantsFrequent double SIM usage
Ipsos Tambor for TUESDAY Business Network Czech Mobile Phone User3
Mobile Phone Users & Non-users
§ Mobile phone users and non-users differ in many an aspect. The differences can be observed both from the point of view of socio-demographics and their lifestyle and attitudes:
Source: BrandPower by Ipsos Tambor, 2006
52 484159
0
40
80
Male Female
Users Non-Users%
9
23 22 20 1899 13 14
21 21 22
0
20
40
16 to 19 20 to 29 30 to 39 40 to 49 50 to 59 60+
Users Non-Users%
33 39
10 413
27 33
8 1
29
0
30
60
Management,specialists
Lowerpositions
Students In thehousehold
Retired,unemployed
Users Non-users
The population of non-users is most often represented by women, seniors, and retired people. They incline to the leftside of the political spectrum and they are rarer computer and Internet users.
15
58
2514
65
17
0
45
90
Left Middle Right
Users Non-usersGENDER AGE
%
42 3524 19
0
30
60
Daily usage ofcomputer
Daily usage of theInternet
Users Non-users
DAILY PC AND INTERNET USAGE
POLITICAL PREFERENCES
EMPLOYMENT STATUS% %
Ipsos Tambor for TUESDAY Business Network Czech Mobile Phone User4
So Goals Are Changing…
ARPU & customer valuevalue added services – SMS, data, MMS…content services
CRM, campaign management
Gross Addsto win a year, to win the Christmas time...unbelieavable offers for new customers
Retention & Loyalty, churn preventionloyalty programmes
CRM, campaign management
Migrationmigration programmes, tariffs, offers
Ipsos Tambor for TUESDAY Business Network Czech Mobile Phone User5
But How to Manage Millions* of Customers?
§ How to analyze them? § How to understand them?
§ How to communicate to them? § What to tell them? What to offer them?
§ How to minimise cost for it?
§ And, of course, how to increase their value?
* Telefónica O2 – 5 millions of mobile users out of which ¼ use post-paid servicesT-Mobile - 5 millions of mobile users out of which ¼ use post-paid
Vodafone - more than 2,000,000 customers, almost equal share of pre and post-paid users
SEGMENTATIONBUT HOW TO DO IT?
?
Ipsos Tambor for TUESDAY Business Network Czech Mobile Phone User6
Basic Segmentation Types
Socio-demographic segmentations§ Demographic – age, region§ Socio-demographic – combinations of socio-economic figures and life stage (age, marital
status, employment…) – young unemployed, singles…§ Economic data combinations – ABCDE
Customers segmentations§ Private/business§ Value segmentation – low spend, high spend…; heavy users, frequent users, occasional
users…
Marketing segmentations§ Acceptation of novelties – early adopters, innovators…§ Brand attitudes – lovers, believers, hesitants, unbelievers, ignorants§ Loyal, disloyal customers… sometimes mixed with customer value
Ipsos Tambor for TUESDAY Business Network Czech Mobile Phone User7
Research Segmentations
Research segmentations based on: Demography, Lifestyle, Attitudes, Shopping behaviour
People with higher education, higher professionaland social status, most often from 25 to 35 y.o. They liveactive lives, like their comfort although the price isstill important. Foreign brand lovers.
UNDERPRIVILEGED
YOUNG AT HEARTSELF-CONFIDENT
YOUNG & RESTLESS
UNSKILLED
YOUNG & CONSERVATIVE
MIDDLE AGED
Seniors, often retired, lower income, conservativeapproach to life. Shopping at discount stores.They prefer traditional Czech goods and brands.
Lower education level, free time spent in a traditional way, usually watching TV. They do not seek new things.Price is more important than quality.
People of middle or high social status with traditionalvalues, but who do not reject new things. Because of age, their hobbies are rather passive. The price of goods is important but quality is not irrelevant.
Mostly young people under 25 y. o. from the middle andupper classes. They are active, seek novelties & followtrends when choosing goods. Prefer foreign brands.
People with average social position, most often in their30’s. Positive and modern approach to life as well as totheir shopping, and consumption behaviour.
Economically active population 35 y. o.+ in upper professional positions and higher social classes. Optimistic and active attitudes. Money is an instrument,not the goal of their lives. They seek quality.
17,0%
12,2%
22,5%18,5%
7,4%
10,3%
12,1%
Tonda & Růžena DEPRIVOVANÍ
Marcela & JiříMLADÍ DUCHEMMarcela & JiříMLADÍ DUCHEM
Ludmila & KarelSEBEVĚDOMÍLudmila & KarelSEBEVĚDOMÍ
Aneta & KevinMLADÍ A NEKLIDNÍAneta & KevinMLADÍ A NEKLIDNÍ
Roman & Jiřina NEKVALIFIKOVANÍ LIDÉ
Klára & Richard MLADÍ KONZERVATIVNÍ
Věra & Milan STŘEDNÍ LÉTAVěra & Milan STŘEDNÍ LÉTA
12,0%16,5%
10,0%
11,3%
0,0%
19,1% 23,5%
5,4%16,2%
10,8%
32,4%18,9%
7,7%16,2%
% podíl v populaci
% podíl v kategorii
% podíl u V+M značky
Ipsos Tambor segmentation example
Source: BrandPower by Ipsos Tambor, 2006
Ipsos Tambor for TUESDAY Business Network Czech Mobile Phone User8
Complex Segmentations
Motivations
Recency, Frequency,Products Purchased
Behaviours
Slower Moving (resilient)
Attitudes
To life; to brand / company; to category decisions
Circumstances
Faster Moving (transitory)
Lifestage, OccasionLocation, Transport etc
“Observed Behaviour is the product of Attitudes and Circumstances”
cf. Dick & Basu, The Academy of Marketing Science, New York University, 1994
Segmentations based on: Transactional data/Research data/DemographyIpsos UK – approach to complex segmentation
Ipsos Tambor for TUESDAY Business Network Czech Mobile Phone User9
Potential of New and Repurchased Products and Services Offered by
Mobile Providers
Ipsos Tambor for TUESDAY Business Network Czech Mobile Phone User10
§ Three groups of customers will be further on analysed as they form a key area of new income for mobile phone providers:§ People who purchased a pre-paid SIM card in last 12 months§ People who purchased a post-paid tariff in last 12 months§ Customers who purchased a handset in last 12 months
§ The typology division and basic socio-demographic figures of the three groups are:
New Joiners & Activators
Source: BrandPower by Ipsos Tambor, 2006
New pre-paid(14% of the population)§ Equally distributed in all
typology segments
§ People in the household§ Smaller cities
New handset(24% of the population)§ Mainly Young conservative
followed by§ Young and restless
§ Singles§ Students and people in the
household§ Just a few retired§ Smaller cities
New post-paid(13% of the population)§ Mainly Young and restless
followed by§ Young conservative
§ The most distinctive group§ Singles§ Students§ Often running their business§ Almost no retired§ Prague and large cities
Ipsos Tambor for TUESDAY Business Network Czech Mobile Phone User11
§ Customers who purchased a pre-paid SIM card significantly differ from the common population in the following consumption and shopping behaviour aspects, attitudes, and lifestyle characteristics:
New Pre-paid Customers
Source: BrandPower by Ipsos Tambor, 2006
18
35
30
43
44
57
30
44
20
35
54
46
0 50 100
I got drunk
There's too much sex in TV commercials
I find e-banking rather risky
I like to be regarded as a leadingpersonality
My clothes reflect my attitudes
I always check prices, even when buyingsome minor things
Population New pre-paid
%
Customers who bought a pre-paid SIM card inlast 12 months tend to be rather conservative(do not want to be leaders, mind the moderncharacter of TV commercials, refuse e-banking),price oriented, and more closed than the rest of theCzech population.
+
+
+
+
-
-
The target audience significantly more agrees with the statement
The target audience significantly more agrees with the statement
+
-
Ipsos Tambor for TUESDAY Business Network Czech Mobile Phone User12
10
35
22
37
30
26
26
26
40
18
19
33
43
42
35
36
39
29
0 50 100
I went abroad
I have a mortgage
I find e-banking rather risky
I shop online
Quality is more important than price
I love buying brand goods
Shopping is a kind of entertainment forme
I am impulsive when shopping
I like buying new and original things
Population New post-paid
43
41
36
35
42
39
46
35
47
57
55
48
23
54
28
59
19
33
0 50 100
I want to look different
The clothes I wear reflect my personality
I often have a drink outdoors
I love parties, shows, performances
TV is my most frequent form ofentertainment
I am still facing the success of my life
I have a strict routine in my life
I want to be attractive for the other sex
I fear the future
Population New post-paid
§ Customers who purchased a new post-paid tariff significantly differ from the common population in the following consumption and shopping behaviour aspects, attitudes, and lifestyle characteristics:
New Post-paid Customers
Source: BrandPower by Ipsos Tambor, 2006
%
LIFESTYLE&
ATTITUDE
%
SHOPPING&
CONSUMPTION
Customers who buy new post-tariffs are usually progressive, active, they enjoy novelties in their lives, and they want to be unique. They like new products and services and do not mind paying for them.
+
+
+++
+
++
+++
+
++
-
-
-
-
Ipsos Tambor for TUESDAY Business Network Czech Mobile Phone User13
49
20
37
26
26
10
59
25
43
33
32
6
0 50 100
iPod owners
I eat in fastfood restaurants
I buy lifestyle magazines
Quality is more important than price
Shopping is a kind of entertainment forme
I am impulsive when shopping
Population New handset
46
36
42
46
35
42
54
43
49
52
28
33
0 50 100
I want to look different
I like visiting new places
I love parties, shows, performances
I am still facing the success of my life
I want to be attractive for the other sex
I fear the future
Population New handset
§ Customers who purchased a new handset significantly differ from the common population in the following consumption and shopping behaviour aspects, attitudes, and lifestyle characteristics:
New Handset Owners
Source: BrandPower by Ipsos Tambor, 2006
%
LIFESTYLE&
ATTITUDE
%
SHOPPING&
CONSUMPTION
This target audience is also innovative, self-confident, interested in quality, brands, and news, though not as much as new post-paid customers.
+
+
+
+
+
+
+
+
+
+
+
-
Ipsos Tambor for TUESDAY Business Network Czech Mobile Phone User14
Data & Content
§ O2 Internet Mobil§ O2 Internet Kombi§ Gamezone
§ Internet 4G§ web’n’walk§ Videozona
§ Připojení k internetu§ Vodafone live!
People with higher education, higher professionaland social status, most often from 25 to 35 y.o. They liveactive lives, like their comfort although the price isstill important. Foreign brand lovers.
YOUNG AT HEART
SELF-CONFIDENT
YOUNG & CONSERVATIVE
People with average social position, most often in their30’s. Positive and modern approach to life as well as totheir shopping, and consumption behaviour.
Economically active population 35 y. o.+ in upper professional positions and higher social classes. Optimistic and active attitudes. Money is an instrument,not the goal of their lives. They seek quality.
Data – potential segments Content – potential segmentsYOUNG & RESTLESS
Mostly young people under 25 y. o. from the middle andupper classes. They are active, seek novelties & followtrends when choosing goods. Prefer foreign brands.
Ipsos Tambor for TUESDAY Business Network Czech Mobile Phone User15
To sum it up
Segments seem to be useful but…
• We tend to prefer young “trendy” segmnents – just like us…• Should not exclude seniors, their time will come
We should take into account:• What kind of segmentation could be useful/effective• How it is created• How easily it can be reached and applied
Try to avoid confusion by segmentations…
Ipsos Tambor for TUESDAY Business Network Czech Mobile Phone User16
Contact
[email protected]: +420 602 582 042
[email protected]: +420 724 601 250