• by Tameka Kee , October 2, 2008

iPhones, BlackBerry devices and even T-Mobile's new Android-powered phone would not have the mass appeal they currently do if it weren't for a new breed of consumers helping to spur widespread adoption, according to new research from the Yankee Group. Called "anywhere consumers," they prize connectivity at all times, and their media and technology usage habits should shape the way that tech-centric brands try to reach them both on- and offline.

Yankee Group surveyed more than 4,000 consumers both on- and offline in April, and five unique "anywhere consumer" segments emerged. At the forefront of the market are the "actualized anywheres." These consumers skew between ages 18-44, are more racially diverse than the other segments, and with an average household income nearing $95,000, and have the most cash to spend on tech toys and services.

But they don't make purchases just for bragging rights. Survey respondents said that they buy mobile handsets, laptops and broadband services because "they want/need to be connected at all times."

Although these "actualized anywheres" only make up about 5% of the population, Yankee Group Senior Analyst Joshua Martin said that they are key targets for tech and media brands promoting their services. "Their opinions of products and services have huge ramifications on mass-market adoption of technologies and products, which can propel or obstruct carriers, manufacturers, service providers and retailers," Martin said. "This is especially true in an age of evolving technology where buyers rely on unbiased online reviews from owners when making their own buying decision."

Next up are "outlet jockeys," or consumers who need connectivity to be productive. They make up about 15% of the population and they are the second most-wealthy segment, with an average household income of about $85,000. "Outlet jockeys" are particularly interested in cutting-edge mobile technology, which Martin said makes them prime targets for companies developing next-generation data networks like WiMAX and Long Term Evolution (LTE) mobile access.

They also seemingly won't just "make do" with one subpar, multipurpose device. "Despite owning multifunction handsets, this group continues to bring other portable devices such as laptops, digital cameras and MP3 players with them," Martin said, "furthering the notion that one device will not replace best-of-breed alternatives."

Next are "digital shut-ins," who make up almost 20% of the population, and bring in about $80,000 annually. They represent an untapped market for in-home services, Martin said, as they own a plethora of advanced entertainment devices like HDTVs, but do not subscribe to the services (like HD digital cable) that fully leverage their potential. Connectivity outside the home is not a major priority, however, making them the ideal target for service providers like Verizon (with its FiOS network) and content providers like NetFlix.

The last two segments are less technologically savvy than the previous three--but as they make up the bulk of the consumer population, they shouldn't be ignored. About 22% of consumers are "technophytes," meaning that they want to be considered cutting-edge, but in reality, are just following the trends set by the earlier adopters. Still, "technophytes" bring in about $65,000 annually, and want to spend those dollars on electronic and media devices. In fact, Martin said that they are the consumers who "assure that there is mass market sustainability for advanced devices beyond the early adopters."

Lastly, some 40% of consumers are "analogs." Bringing in about $50,000 annually, they are not particularly interested in new media or technology, and they are very price-sensitive. This segment is decidedly older than the previous four, with less than 25% of the consumers between the ages of 18 and 44. But Martin said that there's an opportunity for media and tech marketers to reach them--if they portray new devices and services as a means to make it easier to do current activities like staying in touch with family, or watching their favorite movies.

Martin said that the segmentations make it easier for tech brands to figure out how to best use the Web to reach their targets. "The important aspect that I found when writing the report is that it's a combination of the medium you reach a consumer through and the message you bring to them," Martin said.

"Actualized anywheres" and "outlet jockeys," for example, are more willing to try mobile purchasing, making location-based advertising or social networking optimal ways to reach them. Meanwhile, the digital shut-ins can be engaged through traditional online means like display ads and email. Martin said the remaining segments would likely be best approached through more traditional offline methods.