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


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% %


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


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?

?


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


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



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


Potential of New and Repurchased Products and Services Offered by

Mobile Providers


§ 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


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


§ 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


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

+

-


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


%

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.

+

+

+++

+

++

+++

+

++

-

-

-

-


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


%

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.

+

+

+

+

+

+

+

+

+

+

+

-


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.


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…


Contact

[email protected]: +420 602 582 042

[email protected]: +420 724 601 250

mailto:[email protected]

mailto:[email protected]

segmentace mobilních uživatelů

Documents

foreign brand

average social

upper professional

higher social

target audience

middle andupper

prefer foreign

shopping behaviour