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Mobile: 'Challenged Consumers' Could Drive Mobile Gaming
by Justin Davis, Modojo.com
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November 7, 2006
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Market research and consulting firm Strategy Analytics have released the results of a market segmentation study that has some interesting implications for the mobile gaming industry.
The report, entitled "Applied Consumer Analytics: A Segmentation Perspective on Consumers in the Digital World," identifies a market segment that Strategy Analytics believes is currently significantly underexploited - "challenged consumers." The company describes the audience as a group "whose digital appetites drive a higher level of spending than their incomes might suggest."
“Relying only on such obvious demographic facts as household income and age distribution, digital media vendors might jump to the conclusion that this is not a technology sector,” says Tom Elliott, Strategy Analytics Vice President and director of the Applied Consumer Analytics (ACA) study.
He continues, “That could be a mistake, because surprisingly, in some areas, these particular consumers outspend other segments that appear to be better prospects demographically. They spend one and a half times the sample average on text messaging, and 28 percent more on mobile game downloads. Our research suggests that they are willing to pay a lot more for mobile music, as well.”
A copy of Strategy Analytics' report is available online at the company's website.
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