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Know thine cell phone user

Ok, so by now we're all well aware that mobile devices have taken over communication and that they're here to stay and dominate...Check! Cellular phones and tablets have saturated the markets and these devices evolve every day...Aha! Their evolution is mind blowing and mobile marketers have a phenomenal platform to reach users and brand their product...Ok we got it! Advertising ensures that we are always up-to-date with the progression of mobile devices, but what about the operator themselves?

Here is a brief breakdown of 8 different mobile users:

  • The Careerist - These mobile device users are usually between the ages of 25 to 39 and rely on their cell phones or tablets for use within their respective careers. Please note...Jobs or companies usually pay the careerist's bills.
  • Experiencers - You fall into this category if you purchase mobile devices because they intrigue you or you enjoy new experiences. You're an early adapter and always looking for a new kick.
  • The Pioneer Youth - Usually between the ages of 15 to 24, these mobile device users are the "I want it all and I want it now!" generation. They are only interested in utilizing the best devices...second best isn't an option.
  • Mainstream Youth - Ok, so you're also between the ages 15 - 24 but you purchase a mobile device or gadget to satisfy a sense of belonging. Let's not fool ourselves...you're no tech expert!
  • Mainstream Materialists - If you're between the ages of 25 to 29 and mobile gadgets are fashion accessories...Yup, this is you! You use a specific device because it makes you look good and you tend to live for today and not for tomorrow. The primary purpose of your mobile device is for show and not communication.
  • Basic Phoners - This category applies to the 40 plus age group mobile device user. If you're a basic phoner then you primarily use mobile to make phone calls. You probably care very little for the frills and mobile thrills.
  • Family Phoners - This mobile group needs a very good reason to adopt new technology and they use their devices to primarily stay in touch with family members.
  • In Touch Organisers - "My mobile keeps me connected". If you're between the ages of 30 to 64 and a parent juggling a busy professional and or social life, guess what? This is you! You use your mobile device to organise your family, friends, and local community. These mobile device users are competent about technology but are no experts.


In an ever-evolving industry, with measurability and performance being the key focus, digital specialists such as YDigital Media cater to brands and agencies looking for very specific results. Their expertise ranges from campaign strategy through to optimization and performance.

This allows advertisers to maximise from Mobile Media by reaching specific objectives and obtaining tangible results. Advertisers now only pay for actions and engagements that users participate in, and on any digital platform too, e.g. Facebook engagements or filling out a form on your web or mobile site. The opportunities and possibilities within this industry are endless and growing rapidly. This diversity is not limited to the handsets and campaigns themselves however, and it appears there are a variety of different users utilizing these devices as well...Which one are you?

About Yusuf Begg

Yusuf Begg is currently working as part of the MMA SA team (Mobile Advertising Association of South Africa) to establish mobile as an indispensable part of the marketing mix and to promote, educate, measure, guide and protect the mobile marketing industry worldwide. Contact Yusuf on moc.liamg@3891ggeby and follow @D1g1boyB on Twitter.

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