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Saturday Stats: Smartphone Segmentation


Post Date: August 23, 2014
By: Casey Hampsey

“Marketers must also learn to put mobile at the heart of their marketing, which will help them better connect, engage, and influence customers. Listening to the customer and their digital signals, adopting mobile marketing best practices, and following the trends above are no longer a ‘nice to have,’ but a strategic imperative for future commercial success.”

Michael J. Becker, Managing Partner & NA CEO, mCordis, LCC, from the 2014 Statistical Fact Book, “Chapter 8: Mobile Marketing”

Savvy mobile marketers know that market segmentation is key!  With mobile on the rise, more and more people—and different types of people—are using smartphones.  The chart below shows data on smartphone usage in various market segments:

SATURDAY STATS - PART 16 - Chart

The device-heavy stereotype holds true for Millennials, as young adults are the leading segment in smartphone usage. But interestingly enough, more than a fifth of seniors are also using smartphones.  Does your mobile strategy encompass the Greatest Generation? Also of note are the high numbers for core women and Hispanics, both of which hold at the same rate as the general population.

Does your organization have a mobile marketing strategy for your major segments? Has mobile enabled your message to reach new customers? Share your stories with us in the comments!

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Our Saturday Stats come to you every week from the DMA 2014 Statistical Fact Book.  We’ll be sending up Saturday Stats every weekend until October 25, the beginning of the DMA2014 Annual Conference.  We hope to see you there!  To take a deeper dive into the Statistical Fact Book, click here for more information.

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