Most companies interact with mobile phone users in some way. Telecom companies obviously engage in communication activities, media companies provide entertainment solutions, and banks offer mobile payments. The list goes on and shows the importance of truly understanding how consumers use mobile phones in everyday life.
To shed light on this issue, this report begins by drawing a picture of what a typical mobile phone user looks like. Based on Nordic data, we have constructed fictive persona profiles and “mobile journeys” for three hand-picked user segments. These include “young adults” (18–24 years), “mature” users (35–44 years), and “seniors” (65–75 years).
Young adults – “The addict”
Mature – “The enthusiast”
Senior – “The selective”
While “young adults” view their phone as their own “digital identity” and use it to actively socialize, the two older segments treat their phones in a more static matter. The “mature” segment are enthusiastic about new digital devices, but are not as active users as younger age groups. The “senior” segment are active users of mobile phones for voice calls, but also for specific tasks, such as reading the news. The differences are striking, and this is essential to understand when engaging with mobile phone users.
My smartphone is my digital twin
My digital devices keeps me up to date
My smartphone is an offer I can’t refuse