ConsumerSpeak Series

Always-On
The
Consumer
The Always-On Consumer | 2
Soon, if not already, a mobile device will be your customers primary digital media channel, creating both
unprecedented opportunity and challenges. The rapid adoption of smartphones and other connected
devices have empowered a world of always on consumers who have the power of the Internet in their
pocket and an increasing willingness to use it.
Beyond the obvious impact on communication
and media consumption, the mobile revolution has
further transformed the way we learn about and
buy products, creating a new type of hyperconnected
and highly empowered consumer who moves
seamlessly between physical and digital channels
along their purchase journey.
While the devices that triggered evolutionary
events in the past (the radio, television and
computer) were predominantly shared, mobile
is an intensely personal medium with each user
having their own preferences and the ability to
customize their mobile experience. This personal
aspect of the medium is one of the most exciting
and enticing aspects of the mobile revolution,
giving marketers the opportunity to build
convenience and value into a powerful omni-channel
customer experience and tailor targeting and
engagement strategies to specific customers or
customer segments. This has led many marketers
to adopt a mobile first approach to customer
experience design, yet interestingly, marketers
and the media have a tendency to talk about the
mobile consumer as if there were just one type and
that all consumers use their mobile devices in
a similar way. But that couldnt be farther from
the truth.
Experian Marketing Services conducted an in-
depth examination of the attitudes and behaviors
of todays smartphone owners and found that
there are actually seven distinct types of mobile
consumers ranging from those who rarely put
their device down to those who barely pick it up.
Marketers need to know the difference and the
most successful ones will integrate insights like
those found in this report with their own customer
files to develop data-driven mobile marketing
campaigns that take into consideration the unique
ways that each of their customer types uses their
phone and why. This report will provide marketers
with a better understanding of the different types
of mobile consumers and give them tips for building
mobile marketing strategies that lead to a better
brand experience for their customers.
The Always-On Consumer | 3
The Always-On Consumer Segments
Prodigies: Constantly connected, mobile-centric tech trendset-
ters. Individuals in this segment set the trends and are the first
to adopt new technology. Extremely receptive to ads on mobile
devices and social media.
Tribals: Hyperconnected, device agnostic. Mobile devices (often
multiple devices) serve as the gateway to social media for this set.
They are both heavily influenced by and strong influencers of others
through social media.
Personals: This mobile-savvy segment loves their phone, but are
increasingly cutting out the middle man when it comes to connecting
with friends preferring direct messaging to social media.
Pragmatists: These mobile professionals use their phones to stay
on top of work and home. They can be found doing everything
from checking game scores to transferring documents, accessing
boarding passes and more.
Browsers: Individuals in this set are still learning about everything
they can do with their phone. Today, theyre primarily browsing the
mobile web and consuming a bit of news. They show potential for
expanded use though.
Occasionals: The people in this segment use their smartphones
mostly for making calls, playing solitaire and checking the weather
despite the myriad of additional features of these devices.
Talkers: Mobile use among this set is fairly light except they
do enjoy playing the occasional game and making video
calls most likely with grandkids and other family.
Occasionals - 11%
Prodigies - 5%
Tribals - 13%
Personals - 15%
Pragmatists - 18%
Browsers - 24%
Talkers - 13%
The Always-On Consumer | 4
Prodigies are constantly connected, digital natives
many of whom came of age during the mobile
revolution. More than half of adults in this segment
(57 percent) claim they need to be connected
to the Internet from the moment they wake up
to the moment they go to bed. As such, mobile
devices have replaced the traditional PC for many
in this group. In fact, 72 percent of Prodigies say
they access the Internet today more through their
mobile devices than through a computer.
Prodigies say that because of the Internet, they
spend less time with traditional media and, as
expected, this segment has below average use of
television, radio, magazines and newspapers but
above average use of connected game consoles
and digital tablets.
Prodigies are 52 percent more likely than average
to use non-Android, iOS or Blackberry operating
systems on their phones, suggesting that they
are a strong market for Windows phones or open
source platforms like Ubuntu Touch and Firefox OS
that allow for greater customization. Google apps
like Chrome, Google+ and Google Talk, have high
concentrations of Prodigies among users.
Use of mobile devices is truly a 24/7 affair for
Prodigies extending the window when marketers
can reach this set. Despite being above average
users of their phone during the day, usage levels
diverge even more between Prodigies and the
average smartphone user overnight. While the rest
of the world recharges their bodies, these relatively
young consumers take only the equivalent of a cat
nap relative to their mobile activities. Thats probably
why fully half of Prodigies say they spend less time
sleeping because of the Internet.
Social media and mobile advertising are effective
at reaching Prodigies. In fact, their receptivity to
such ads is part of what defines this segment.
Prodigies are nearly 10 times more likely
than the average smartphone owner to say
they would be interested in receiving ads on
their phones and seven times more likely to
say they would buy the products.
Likewise, they are nearly six times more likely to
purchase products they see advertised on social
media. Prodigies are also the most active when it
comes to mobile and online shopping. Theyre the
most likely to buy online and to use their phones
to seek out local deals. Theyre the group most likely to
want to use their phone to make in-store purchases.
5 percent of smartphone owners
Prodigies
access social media 3 times a day
or more.
51%
carry multiple mobile devices.
51%
need to be connected to the Internet
from the moment they wake up until
the moment they go to bed.
57%
The Always-On Consumer | 5
Mobile, social and even game
consoles are good channels for
reaching high concentrations
of ad-receptive Prodigies.
Television may have high reach, but
Prodigies are among the most likely
to be doing other things on their
smartphone while watching.
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The Always-On Consumer | 6
Primary smartphone operating system
Prodigies Tribals Personals Pragmatists
Browsers Occasionals Talkers
Android iOS Blackberry Other
49%
24%
11%
16%
45%
46%
4%
5%
50%
28%
9%
12%
48%
41%
4%
7%
54%
27%
9%
10%
54%
30%
7%
9%
65%
10%
6%
19%
*Numbers may not sum to 100% due to rounding.
The Always-On Consumer | 7
13 percent of smartphone owners
Tribals
If Prodigies are always on and mobile-centric, then
Tribals are hyperconnected and device agnostic.
While Tribals are increasingly likely to use their
smartphone to connect to the Internet at home,
they arent so singularly focused on their phone. In
fact, they use 9 out of 10 devices or media platforms
at above average rates with print newspapers being
the only underperforming medium.
What sets Tribals apart from other smartphone
owners is their heavy use of social media.
Tribals check social media properties
incessantly throughout the day across
computers, tablets and smartphones.
While this segment comprises 13 percent of all
smartphone owners, Tribals represent a fifth of
those who use the Facebook, Foursquare and
Pinterest smartphone apps, and a quarter of those
use the Twitter and Pinterest apps on a digital
tablet. Further, 62 percent of Tribals visit social
media properties three or more times a day and 38
percent open social media smartphone apps more
than 50 times a week.
Tribals not only leverage their social media
connections to exert their influence, they are also
heavily influenced by the medium. They are over
three times more likely to say that they buy products
that they see advertised or that their friends
recommend on social media. Nearly two-thirds (64
percent) also follow their favorite companies on
social media and 60 percent say that social media
provides them a way to tell others about companies
and products they like.
When it comes to shopping, Tribals are the most
likely to use the Internet to plan shopping trips as
well as engage in showrooming which means
they find an item in store and then hunt for a better
deal online. And while this segment may often be in
search of a discount, marketers have other options
besides competing on price. Pinterest, Instagram,
Flickr and other highly visual properties are natural
darlings of the Tribals crowd presenting marketers
with an opportunity to engage this influential
segment with messages focusing on their products
as opposed to constantly focusing on sales and price.
more likely to say People frequently
send me requests to connect via
social media.
2x
often access social media from
multiple devices.
87%
Tribals are 51 percent more likely to
own an iPhone.
51%
Lets
connect!
The Always-On Consumer | 8
Make it easy for Tribals to share
a good brand experience with
their social network, but be sure
you have the resources to react
quickly when something negative
is said. A quick response to
a dissatisfied customer will
establish trust and increase
brand loyalty.
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The Always-On Consumer | 9
Social media visit frequency
Prodigies Tribals Personals Pragmatists
Browsers Occasionals Talkers
3+ times/day 1-2 times/day 4-6 times/week 1-3 times/week <1 time/week Dont visit
51%
16%
9%
1%
21%
3%
62%
22%
8%
2%
6%
14%
49%
4%
22%
5%
7%
16%
27%
9%
29%
8%
10%
17%
44%
20%
8%
7%
3%
22%
33%
12%
10%
23%
8%
67%
9%
4%
6%
6%
*Numbers may not sum to 100% due to rounding.
The Always-On Consumer | 10
15 percent of smartphone owners
Personals
Personals are mobile-centric with many members
having come of age during the mobile revolution.
Unlike other leading-edge segments,
Personals are increasingly cutting out
social media or less likely to embrace it
when it comes to keeping in touch and
communicating with friends, preferring to
connect directly instead.
Personals are 33 percent more likely than average
to use a Blackberry device and one of the most
likely explanations for that is Blackberry Messenger
(BBM). Messaging apps like BBM, Kik Messenger,
WhatsApp and Google Talk that allow smartphone
owners to send SMS- and MMS-like messages
without getting charged by their mobile service
provider are used by Personals at well above
average rates. Likewise, this segment regularly
turns to apps like Skype and Viber when they need
to make free or low-cost voice and video calls.
Personals above average use of communication
apps, is inversely related to their use of social
media. Nearly half of Personals say they dont
use social media and those who do access it less
frequently than one might reasonably expect from
a segment dominated by consumers under the age
of 35. In fact, Personals are 45 percent less likely
than all smartphone owners to say that they often
post or comment to social media sites and 29 percent
less likely to say that they often send requests to
connect with others via social media.
While social advertising may be out, mobile
advertising presents a great opportunity for
marketers. After Prodigies, Personals are the
segment most highly open and receptive to mobile
ads. In fact, they are 2.3 times more likely than the
average smartphone owner to say they would be
interested in receiving ads on their phone and 60
percent more likely to say that they would actually
purchase products advertised on their phone.
Personals are 2X more likely to buy
products endorsed by celebrities.
2x
Even at home, the device most used by Personals
to connect to the Internet is their smartphone.
Only 20 percent of Personals say
they frequently get requests from
others to connect via social media.
20%
Lets
connect!
The Always-On Consumer | 11
Get to the point: Keep messaging
to Personals simple, streamlined
and free of clutter. Campaigns on
Kik and other messaging apps
are a great way to get personal
with this influential segment.
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The Always-On Consumer | 12
Device/medium used last 7 days
Television Radio PC at home Magazine Newspaper PC at work Game console MP3 Digital tablet E-reader
Prodigies Tribals Personals Pragmatists Browers Occasionals Talkers
0%
20%
40%
60%
80%
100%
The Always-On Consumer | 13
18 percent of smartphone owners
Pragmatists
We all know Pragmatists. If youre not one yourself,
then you likely sit across from one on the train, in
conference rooms or on line at your local coffee
house. Theyre the ones engrossed in work who
cant stop checking their phone. Pragmatists dont
only use their phones for work; the vast majority
also say that their phone connects them to their
social world.
With their phones rarely out of arms reach, its no
surprise that the smartphone is the primary device
used by Pragmatists to access the Internet from
home. Eighty-six percent report using their phone
to go online from home compared with 68 percent
of all smartphone owners. In fact, Pragmatists are
25 percent more likely to use their phone to go
online at home than they are to use a laptop and
76 percent more likely to use their phone than a
desktop PC.
Pragmatists use their phones in a variety of ways
to entertain, inform and generally get stuff done.
That includes everything from banking and paying
bills to transferring documents and listening to
Internet radio. They use their phone to get the
latest news and sports scores, find a restaurant
and even pay for their morning cup of joe. After
Tribals, the Pragmatists segment is most likely to
own an iPhone. Forty-one percent of adults in this
segment say their primary smartphone runs iOS
compared to 30 percent of all smartphone owners.
Pragmatists are open to advertising on their
phones, but they need to get something in
return.

Otherwise, this segment is actually less likely than
average to purchase items that they see advertised
on their phone. The same goes for social media.
They are less likely to purchase products they see
advertised on social media and they are less trusting
of product information or reviews posted there.
Pragmatists say they would rather read other
peoples comments on social media than post
their own.
say their mobile phone helps them
get work done where and when
they want.
73%
of Pragmatists are interested in
using their mobile phone to make
purchases in a store.
37%
The Always-On Consumer | 14
Help Pragmatists get the job
done. Integrate iPhone apps with
Passbook making it easy for them
to access loyalty cards, coupons,
tickets and more when theyre
most likely to need them. Push
message campaigns delivering
relevant information can also
help engage Pragmatists and
keep your brand top of mind.
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The Always-On Consumer | 15
Devices used to access Internet at home
Phone Laptop
Desktop Tablet
TV Other
Prodigies Tribals Personals Pragmatists Browers Occasionals Talkers
0%
20%
40%
60%
80%
100%
The Always-On Consumer | 16
24 percent of smartphone owners
Browsers
Browsers are relatively new smartphone owners
who are becoming aware of the non-calling/texting
features of their phone.
As they explore the new mobile-connected
world, they are doing so in a fashion that
mimics their PC-connected habits.
That means that instead of jumping into the world
of smartphone apps, Browsers are more comfortable
accessing online content through their mobile browser.
Browsers can be found accessing all sorts of
online content through their mobile web browser,
ranging from childrens and womens sites to gaming
and movie pages. They also use their browser to
get news and weather updates, despite the fact
that many smartphones have native weather apps.
Likewise, despite the near universal existence of
a native email app on most smartphones, Browsers
are 13 percent more likely than average to visit
email websites from their phone, suggesting that
they still need help setting up their phone or getting
comfortable with the app-based interface.
Social media is another thing Browsers are still
warming up to with 44 percent saying they still
dont use it. However, more than a third of Browsers
say theyre visiting social media properties at least
once a day and 28 percent say they often post
or comment on social media sites. While thats
positive news, advertisers will have to wait a while
longer before they can expect significant ROI on
social and mobile ads targeting Browsers. Among
Browsers who use social media, just three percent
say that they are likely to purchase products they
see advertised on social sites. Even fewer Browsers
say they are likely to purchase products they see
advertised on their phone.
Browsers are among the most likely to use a desktop
computer to access the Internet from home.
Traditional media are still key in reaching Browsers,
especially magazines and primetime TV.
Only 9 percent of Browsers say
their phone is an expression of
who they are.
9%
The Always-On Consumer | 17
Marketers determining where
to allocate mobile development
resources need to be aware that
in order to reach this blossoming
segment of mobile consumers, they
cant focus solely on mobile apps,
as mobile websites are the primary
avenue through which Browsers
access content from their phones.
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The Always-On Consumer | 18
Attitudes towards shopping
Prodigies Tribals Personals Pragmatisits Browsers Occasionals Talkers
Want to use mobile phone to make in-store
purchases
77% 49% 26% 37% 9% 12% 3%
Like to hear about new products/services
via email
64% 38% 28% 26% 22% 13% 16%
Use smartphone to find local deals 63% 59% 25% 41% 18% 12% 3%
Showroom shop to find better deals online
after seeing something in a store
65% 66% 32% 60% 44% 38% 30%
Use the Internet to plan shopping trips 49% 53% 28% 42% 34% 27% 25%
More likely to purchase items online than
in stores
53% 44% 22% 33% 23% 19% 17%
Like websites that provide suggestions
based on previous purchases
74% 61% 33% 44% 34% 24% 24%
Top indexing smartphone apps
Prodigies Tribals Personals Pragmatisits Browsers Occasionals Talkers
Chrome PayPal Yellowpages iHeartRadio Advanced Task Killer Solitaire Daily Perks
Google+ Dropbox PicsArt Photo Studio Passbook
Family Fortunes &
Friends
The Weather
Channel
Weather Bug
Adobe Reader MyAT&T Photo Grid Yelp Find my Friends Dialer Voice Dialer
Google Talk Passbook
Music Download
Paradise
IMDB Google Translate Sprint Zone Emergency Alerts
WhatsApp Instagram Tango FoxNews FoxNews Yahoo! Mail Draw Something
*Highlighted cells indicate that the segment is at least 30 percent more likely than average to agree with that statement.
The Always-On Consumer | 19
11 percent of smartphone owners
Occasionals
For Occasionals, the smartphone is a wondrous
technological invention that they use primarily to
make phone calls, check the weather and play a game
of solitaire. Occasionals compete with the Talkers
segment for the lowest smartphone usage rates.
Occasionals smartphone usage is so light
that there are few apps and mobile sites
that they use at higher than average rates.
Those apps that they do use more than most include:
Solitaire, The Weather Channel and Yahoo! Mail.
They sometimes use their phone to keep up with
their favorite sports teams, but they often get that
information through mobile sites rather than apps.
Occasionals are on social media but they tend
to be more of the lurker variety with 49 percent
saying that they prefer reading other peoples
posts and comments over writing their own. They
also usually access their social networks from
a PC rather than their phone. Occasionals dont
see much value in social or mobile advertising at
this point, so it may not be in the best interests of
marketers to leverage these channels heavily when
targeting this segment.
Digital campaigns designed to be consumed on a
PC are a safer bet given that Occasionals are more
likely than average to use PCs both at work and at
home. They also over index for print newspapers
and e-readers, so native advertising may perform
well among this segment.
Serial crime dramas are among Occasionals
favorite media properties.
19%
Occasionals are 19 percent more
likely to use an e-reader.
17%
Only 17 percent of Occasionals
access social media from
multiple devices.
The Always-On Consumer | 20
Occasionals are more comfortable
using a PC when consuming digital
content, so dont expect to close the
deal with members of this segment
via mobile. Use it for brand
awareness campaigns and complete
the transaction when theyre back at
their computer.
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The Always-On Consumer | 21
Top indexing media properties
Prodigies Tribals Personals Pragmatisits Browsers Occasionals Talkers
Myspace.com Flickr.com Mad magazine
Runners World
magazine
US Airways
magazine
NCIS: Los
Angeles (CBS)
AARP,
the magazine
TMZ.com Twitter.com Shopping.com
Wired
magazine
Person of
Interest (CBS)
Castle (ABC)
Newspaper
Editorial section
MTV2 The New Girl (Fox) Fuse network IMDB.com Rookie Blue (ABC)
Sunset
magazine
Consumer
Reports magazine
NBA.com
Game Informer
magazine
Teennick CNET.com Unforgettable (CBS)
Real Simple
magazine
Newspaper Home &
Garden section
Movies.com
Baby Talk
magazine
NHL Network
Hemispheres
magazine
First for Women
magazine
NCIS (CBS) Masterpiece (PBS)
Top indexing restaurants
Prodigies Tribals Personals Pragmatisits Browsers Occasionals Talkers
El Pollo Loco Jamba Juice Mazzios Qdoba
Romanos Macaroni
Grill
Ruby Tuesday Perkins
Boston Market On the Border
Churchs Fried
Chicken
Hooters
Carrabbas Italian
Grill
Pizza Hut Long John Silvers
Del Taco Chipotle Wing Stop Sbarro Red Robin Sonic Cracker Barrel
Wing Stop Fuddruckers Donatos Pizza Chevys OCharleys Golden Corral Bob Evans
Jamba Juice Friendlys Checkers Quiznos Sub Golden Corral Chilis Grill & Bar White Castle
The Always-On Consumer | 22
13 percent of smartphone owners
Talkers
Talkers, like Occasionals, have very low usage
rates when it comes to smartphones. Not only
that, but Talkers are often confused by the devices
themselves as well as their service plans. They say
that they only use their mobile phone in cases of
emergencies and will use a landline over a smartphone
whenever possible.
As expected, this is an older group of consumers
with 40 percent of members being age 55 and
older. They likely rely on others, such as their
children or grandchildren, to come to the rescue
when they need help with their phones. Its these
younger family members that are probably the
most influential in showing Talkers what they can
do with their phones. In fact, theyre almost certainly
the driving force behind one behavior that makes
Talkers stand out: video messaging.
While Talkers engage in most smartphone
activities at rates well below average,
theyre actually among the most likely to
make video calls.
When theyre not Skyping with their grandkids,
Talkers may occasionally pick up their phone to
check the weather forecast or play a popular
mobile game that someone told them to try. Jewels
Star, Fruit Ninja and Draw Something are a few
games that they play at above average rates.
Talkers are less likely to use computers and visit
few online properties, including all social media
sites, at above average rates. As such, digital and
mobile campaigns should be used primarily to
supplement campaigns run in traditional media.
Magazines like AARP, Consumer Reports and the
television show Masterpiece (PBS) all have very
high concentrations of Talkers among their audience.
They also read most sections of print newspapers,
but are especially fond of the Editorial, Home and
television listings sections.
own an Android phone.
65%
Talkers are 27 percent more likely to
use video messaging apps.
27%
Only 23 percent of Talkers go online
from their phone.
23%
The Always-On Consumer | 23
Mobile devices are confusing to
Talkers. If its critical that you
engage them through mobile, try
directing your message to their
children and grandchildren
who can relay the information and
set things up.
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The Always-On Consumer | 24
Top indexing retailers
Prodigies Tribals Personals Pragmatisits Browsers Occasionals Talkers
Abercrombie &
Fitch
J. Crew Palais Royal J. Crew A.C. Moore Jo-Ann Stores Menards
Foot Locker Express Foot Action Nordstrom Menards
Cost Plus/World
Market
Belk
Nike New York & Co. Foot Locker Sephora Stein Mart Michaels Ace Hardware
Frys Electronics Hot Topic Nieman Marcus H&M Michaels Hobby Lobby Stores Stein Mart
H&M Banana Republic American Apparel Nordstrom Rack Sams Club Hallmark Hallmark
Top indexing sports and leisure activities
Prodigies Tribals Personals Pragmatisits Browsers Occasionals Talkers
Soccer Snowboarding
Documentary
movies
Fantasy Sports
leagues
Wood working/
furniture refinishing
Needlework/ quilting Bird watching
Boxing Disney collectibles Surfing Hockey Coin collecting
Woodworking/
furniture refinishing
Antique shopping
Horror movies Yoga Racquetball Tennis Drama movies Gardening Gardening
Word games
Fantasy Sports
leagues
Auto racing Jogging Dining out Ornament collecting Ornament collecting
Yoga Bars/nightclubs Boxing Bars/nightclubs Reading books Camping trips
Porcelain figurine
collectables
The Always-On Consumer | 25
Methodology
The Always-On consumer segmentation was created using the Winter 2013 Simmons Connect Study, a comprehensive survey of 24,852 U.S. adults, including
12,863 smartphone owners. Simmons Connect links consumer lifestyles, attitudes, brand preferences and more to their complete cross-channel media use
covering 11 platforms including smartphones, digital tablets, home computers and more.
A cluster analysis was used to segment adult smartphone owners in the sample based on their agreement with over two dozen different psychographic statements
that measured their attitudes towards mobile phones, the Internet and social media. Some of the statements include:
My cell phone connects me to my social world
I would be interested in receiving advertisements on my cell phone
Texting is just as meaningful to me as an actual conversation
I often access social networking/sharing websites from different devices
I need to be connected to the Internet from the moment I wake up to the moment I go to bed

Smartphone respondents were assigned to one of seven mutually exclusive segments, including: Prodigies, Tribals, Personals, Pragmatists, Browsers, Occasionals
and talkers.

Results are projectable to the total U.S. smartphone adult population.
About Experian Marketing Services
Experian Marketing Services is a leading global provider of consumer insights, targeting, data quality and cross-channel marketing. We help organizations
intelligently interact with todays empowered and hyperconnected consumers. By helping marketers identify their best customers, find more of them, and then
coordinate seamless and intelligent interactions across the most appropriate channels, Experian Marketing Services clients can deepen customer loyalty,
strengthen brand advocacy and maximize profits.
For more information, please visit http://www.experian.com/marketingservices.
Experian Marketing Services
300 Park Avenue South, 9th Floor
New York, NY 10010
1 866 256 4468
www.experian.com/marketingservices
2014 Experian Information Solutions, Inc. All rights reserved
Experian and the Experian marks used herein are service marks
or registered trademarks of Experian Information Solutions, Inc.
Other product and company names mentioned herein are the
property of their respective owners.
02/14