Tech Evangelists and Targeting the Right Mobile Audience

Pete Prestipino — Tue, 31 Jan 2012 15:14:00 GMT

A recent study from International Data Corporation reveals what many mobile marketers have simply assumed all along – that targeting “tech evangelists” will lead to a higher return on investment and greater success with mobile apps.

IDC’s ConsumeScape 360 research program identified six consumer market segments – tech evangelists, impulse buyers, experimental adopters, pragmatic purchasers, green buyers, and disengaged functionalists. But when it comes to who is most influential, look no further than tech evangelists.

"Tech evangelists not only own the most devices and utilize the most advanced functions, features, and apps, they are also the group that drives adoption of device ownership and usage by other market segments," said Michael DeHart, director of IDC's Global ConsumerScape 360° program.

"In terms of formulating a strategy for the prioritization of app development and marketing, focusing on Tech Evangelists’ download and usage of apps will deliver the largest ROI by far in terms of segment-based app development and marketing," added DeHart.

IDC: Half of Web Users Will be Mobile in 2011

Linc Wonham — Thu, 02 Dec 2010 17:29:00 GMT

Research firm IDC has released its technology predictions for 2011 and, not surprisingly, mobile computing heads the list.

IDC says that mobile, handheld computers – meaning tablets and smartphones – will officially join the mainstream in 2011 and start to push PCs into the background. The firm’s statistical definition of “mainstream” is when a technology surpasses 15 percent of the market, and IDC predicts that more than 1 billion regular Internet users (roughly 50 percent of the market) will be accessing the Web on mobile devices in the next year.

The business use of cloud computing will also go mainstream in 2011, says IDC. This, too, should come as no surprise to anyone exposed to the recent cloud technology campaigns from Microsoft, IBM, Google and many others, but IDC went so far as to predict that 80 percent of new software in 2011 will be available as cloud services.

Mobile World : idc

Tech Evangelists and Targeting the Right Mobile Audience

IDC: Half of Web Users Will be Mobile in 2011