Research by Battery Ventures suggest that there are certain characteristics that will indicate which kind of mobile device you’re more likely to own. If you take public transportation, prefer to drink beer, identify as a religious person, eat fast food and smoke, you’re more likely to own an Android. (Also, you might need to visit the doctor and hit the gym.)
The research found that both types of smartphone owners are likely to be homeowners and owners of a firearm. Both sides are also likely to be Fox News watchers.
The research could be useful for marketers who are increasingly adding mobile to their strategies and campaigns. For example, if you’re looking to reach business travelers — perhaps executives or lawyers — then you might target iPhone owners a little more aggressively than Android users. But if you’re a fast food chain or a beer company, then perhaps you’ll create some sort of branded app for the Android.
However, marketers should be cautious about how far they take this data. Word is Apple will be unveiling the iPhone 6 in August; 80 million will be for sale. Versions with bigger screens – 5.5 inch or 5.6 inch — will be released the following month. Experts say the larger screens are intended to reach those customers who have switched to Androids like the Samsung line of smartphones for that perk, which makes mobile video, books and other content easier to see. This new flood of smartphones could tip the scales one way or another, meaning there could be some flux in the smartphone profile.
And then there’s the advertising. There’s been talk about the positive impact Samsung’s advertising has had on its sales. The latest Galaxy ad (below) has a broad appeal, noting that the phone is water resistant, takes great pictures and has more resolution than the iPhone.
Finally, the service provider might be playing a role here. For a long while, you could only get the iPhone through certain service carriers. Now that the competition between AT&T, T-Mobile, Verizon, Sprint and the other carriers has changed with wider availability and different pricing options, that could also shift things a bit.
In other words, while this research is useful, it’s best not to base your whole mobile strategy around it.
image via Shutterstock
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