Are you a Mobile Wannabe?

According to new research from InsightExpress, a leading provider of digital marketing research, mobile consumers can be segmented into three new and distinct behavioral profiles: Mobile Pioneers, Mobile Wannabes and Mobile Traditionalists.

The Mobile Pioneer (15% of the market) is ahead of his peers in terms of mobile behavior, and uses advanced features weekly such as Internet, unique applications, and/or video. The majority of Mobile Pioneers are under 35 years old, one third of them have a smartphone, and they skew male, single and minority.

The Mobile Wannabe (25% of the market) has tried some advanced features and would like to use them more. Less than half are under 35, and only 5% own a smartphone.

The Mobile Traditionalists (60% of the market) are content to use their mobiles for phone calls and texting, and two thirds of them are over 35 years old.


Mobile Pioneers were most likely to have walked into something or someone while using their device, and most likely to have thrown their mobile phone at someone or something.

InsightExpress fielded an online survey to 1,516 mobile device owners age 18+ in January 2008. The survey data has a margin of error of between 3-6%, assuming a 95% confidence interval.