Success with any service always begins with finding the optimal audience.
In the mysterious world of mobile apps, that audience consists of six distinct consumer segments:
1. Tech Evangelists
We all know that person that always has the latest technology. Whether it’s the brand new iPhone4S or the 4G tablet, they are the first in line (and not afraid to admit it).
That friend is a Tech Evangelist and, while they may become obnoxious around release dates, they are actually the most educated consumers and therefore particularly influential when it comes to generating awareness and driving adoption by:
- Owning the most devices
- Utilizing the most advanced functions, features, and apps
- Driving adoption of device ownership and usage by other market segments
- Deeply involving in app usage
- Leading others to seek out their advice
2. Impulse Buyers
Spur of the moment selection triggered by a promotional message. This audience is easy to identify with and is the result of:
- Unplanned decision to buy a product or service
- Basic want for instant gratification
- Influenced by exposure to well-crafted advertising
3. Experimental Adopters
Willing, able and interested in trying new things. They aren’t usually the first ones to hear, but once they do catch wind of the buzz they are typically quick to test it out.
- Easily influenced by peers and media
- Value latest trends
- Conscious of personal status
4. Pragmatic Purchasers
Decisions are made with every alternative possibility in consideration. Opportunity costs are strongly matched up against one another and often consult others before spending own money.
- Ability to see spending in bigger picture
- Can turn down impulsive ideas
- Value specific product features over status
5. Green Buyers
Eco-friendly consumers that are extremely conscious of the environmental footprint of the product or service they are purchasing.
- Base decisions off ecological impact
- Put the environment’s condition before their own needs
6. Disengaged Functionalists
Basic buyers who value fundamental products that serve an essential purpose in their way of life.
- Extremely price sensitive
- Not indicative of the U.S.’s strong affinity for luxury items.
Even in the currently impaired economy, spending on technology and apps is expected to increase at least 10% in 2012. With this projected increase, download and usage of apps will deliver the largest ROI in terms of segment-based app development and marketing.
…which market segment do you relate to?