Market Study: June 2009 Archives

Continuing from the last entry, (and skipping the middle users for now) is the `Light` user group of the mobile internet user trends, published by Markezene.

Light users spend less than 10 minutes on the mobile internet a day.
Light user group represents about 40% of the total users.
Biggest age group for Light users is Men between the ages of 35~49 (37.2%) followed by Women between 35~49 (25.2%).

They tend to spend a long time researching products before purchase.  They are rather selective about their purchases and tend to choose  quality over quantities.
53% of them are interested in food/cooking and 43% in music. 

Compare to the overall survey results, they are less likely to be interested in fashion (Total: 43.8%, Light Users: 28.6%), entertainment (Total: 39.4%, Light Users: 25%) and new products (Total: 31%, Light Users: 21.4%).

Compare to `Heavy` users, `Light` users are more likely to read news papers (Heavy Users: 65.5%, Light Users: 76.4%), and browse the internet on their PCs (Heavy Users: 70.9%, Light Users: 82.1%)

When it comes to the frequencies of PC & Mobile internet visits, user tendencies show significant differences between 2 groups.  Where only 28.7% of `Heavy` users check PC sites daily, 60.3% of `Light` users do so.  Only 20% of `Light` users check Mobile sites everyday compared to 93.2% of the `Heavy`users.

[Thoughts]
If you are considering on running mobile sites or campaigns, these studies should be a great help on defining your target audiences and deciding marketing tactics.  For me, it is just fun to compare the numbers.

Internet marketing industry web magazine, Markezene has published a market study on mobile internet user trends.

They first categorized the users into three groups:  light users, medium users, and heavy users.

In the first of three reports called "Who is a mobile internet junky?", they focused on heavy users who spend more than 1 hour/day on mobile internet.

Out of 500 who answered the survey, 20% were considered heavy users.


53% of them are impulsive shoppers.  They are eager to compare prices (63%), tend to purchase more than they'd planned (30%), and make expensive purchases if they like the product (39%).  Over all, heavy users seem to be aggressive shoppers.

75% are interested in music, followed by food/cooking (60%) and fashion 59%.

As for media exposures, 90% of them watch TV and 86% read magazines.  Only about 70% of them were PC users.

Only about 29% of them surf the net on PCs, but 93% checks mobile sites everyday.

[Thoughts]
I remember seeing a commercial for a mobile SNS site on heavy rotation last year.  It didn't make much sense to me at the time, but I did know from another market study that mobile internet users and different from PC internet users.  After reading this study, I wonder if it makes sense to advertise mobile sites on traditional media (TV, magazines, etc) than on the internet.