Psychographic data is harder to collect than demographic data, but it is important for mobile marketing because it helps the marketer understand the mindset and values of the consumer. Psychographic data describes things such as lifestyle, ideals, and behaviors (sometimes psychographics are also described as IAO variables, for interests, attitudes, and opinions). Because this type of information is more difficult to measure, it is also more difficult to quantify in statistics. Psychographic information is usually elicited from surveys that companies or market research firms give potential customers. Think of your customers' psychographic profile as a quantitative evaluation of your potential customers'self-concept.
Mobile phones have become so ubiquitous that no specific psychographic groups are associated with ownership of a mobile phone. However, differences do exist in the way various groups think about mobile technology. This can offer insight about potential psychographic qualities of consumers. In 2009, Carol Taylor, director of user experience at Motricity Marketing, identified five types of mobile consumers:
• Up-to-date—These people are driven to stay current with news, weather, and events at all times. They like to be informed, and others look to them as beacons of information. They use their mobile phone as a resource to stay them connected with real-time information about the world around them.
• Social and curious—These people are sometimes described as connectors because they enjoy bringing others together, networking, and planning events and outings. They use their mobile phones to keep up with their friends' lives and to stay connected to the people they care about.
• Busy and productive—This group of people is very concerned with all information related to their own personal efficiency and their ability to cope with a busy schedule. They use mobile phones because they are more portable, accessible, or convenient than using traditional computers. They are interested in anything that can help them manage their multiple priorities and meet the demands of their busy day.
• Latest and greatest—These people want to be the first to try something, even if there is no guarantee that they will be satisfied with it. They always want to use the newest technologies and applications, and to be a part of the newest social networks and communities. Friends look to them for reviews and recommendations of new technologies.
• Just the basics—This group of people is not really interested in the phone, except for the fact that it makes their life easier. They are not impressed by the newest technology or the marketing appeals of most applications. They are not early adopters, and they look to reviews and recommendations to find the tools and applications that they want to use on their mobile phone.
Using these groups, you might be able to improve your ability to segment and target your messages to your target market. In most cases, you will be able to identify some or all of these groups within your target audience, but if you don't feel that any of these psychographic groups are representative, you might need to conduct your own research to determine what motivates your target market's decisions.
