The GfK MRI Psychographic Sourcebook

Survey of the American Consumer: Part 2
VII. Technology
B. Mobile Attitudes Segmentation
For many Americans, cell phones are a necessary and welcome part of their everyday lives; for others they are intrusive and often mysterious
devices. This segmentation looks at the relationships different groups of consumers have with cellular technology—from enthusiasts to
technophobes and everyone in between.
• Mobile If I Must
These adults use cellular or mobile phones, but prefer the relative simplicity of landlines over what they perceive as the complexity of
digital devices and their often confusing array of features.
• Mobile Minimalists
Consumers in this segment primarily see the cell phone as a single use appliance, an efficient replacement of or counterpart to the
conventional landline. They don’t want their cell phones to do more, but to do what they do well. They don’t use mobile devices to
project an image of themselves, but value them solely on their ability to facilitate communication.
• Mobile App-Happy
These consumers have fully integrated digital technology into their everyday lives. They love their mobile devices, and want to get as
much out of the relationship as they can, quickly adopting new applications as they come out and customizing their phones to reflect
their personalities.
• Mobile Ad & App-Happy
These digital enthusiasts are distinguished by their acceptance of mobile advertising, which they see not as in intrusion but as an
enhancement of their devices’ capabilities. They engage with marketers who contact them via text messaging, and are highly likely to
accept ads on their cell phones in exchange for free services.
• Disconnected
These consumers either don’t have or don’t use cellular phones or any other mobile telecommunications devices.
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