The mobile audience is not homogeneous, according to November 2015 research. And the way different groups rely on their mobile devices translates to different attitudes toward ads—and apps.
Using a cluster analysis, GfK MRI identified five distinct groups of mobile consumers—groupings that were based more on behaviors than psychographics or life stages. Mobile fundamentals and mobile embracers each represent about a quarter of the mobile population, and make up the largest groups. The embracers live their lives on mobile—but the fundamentals are not always comfortable with a smartphone.
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