Gartner Research

Dataquest Insight: Segmenting the Communications Consumer Market

Published: 25 February 2008

ID: G00154745

Analyst(s): Julia Lin, Nick Ingelbrecht


Understanding communications consumers in terms of their needs, personal preferences and lifestyles provides rich insights into markets for evolving technologies. It's also a prerequisite for any effective mass-marketing strategy.

Table Of Contents
  • Overview
  • Approaches to Consumer Segmentation
  • Nine Communications Consumer Segments
  • Tech Savants
  • Aspirers
  • Comfortable Conformists
  • Professional Achievers
  • Basic Survivors
  • Worker Bees
  • Young Fun-Seekers
  • Traditionalists
  • Techno Stragglers
  • Key Take-Aways
  • Segment Comparisons
  • Meeting Consumer Needs: Mapping Needs to Services and Product Brands
    • Mapping Brands, Services and Products to Needs

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