Study: IBM defines four categories for digital identities

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In a recent study called Beyond digital, IBM analyzed the digital behavior of 3,800 respondents in six countries (China, France, Germany, Japan, the United Kingdom and the United States).

The study explains how the digital industry changes with the evolution of the so-called „The Connected Consumer“ how Saul Berman, author of the study, calls us today. Us? Well, everybody who engages online provides custom experiences, and thus the term was created. It makes clear that 78% identify themselves as digital device adopters – more than half of those read newspapers online.

Companies need to become a clearer picture of their consumers. These identify themselves as either Early Adopters 12%; Late Adopters 32%; Mainstream Consumers 35%, or Stragglers 21%. Over half of the „mainstream consumers“ show a range of digital consumption behaviors. They check news onion. They watch video online. They access mobile services. They participate in social networking, or visit user-generated content sites.


IBM took a new approach to identifying the respondents in four different categories – although in my eyes categories will be difficult to hold as user cross category borders permanently these days. One of the reasons why I have created the Community Centric Strategy which I launched at the last IBM Social Business event IN Germany.

Still, the four digital personalities IBM found have more to do with their degrees of access to technology and content. Older target-group definitions like age come in second line.

The biggest group is the Efficiency Experts. They make up 41% of tech users, the largest portion of connected consumers.

The other three categories are…
Content Kings (9%) – dedicated gamers, newshounds, movie buffs, music lovers and TV fans.
Social Butterflies (15%) – have consistent access to networks, but engage with friends and family, rather than media-supplied content.
Connected Maestros (35%) – using mobile devices and Smartphone applications to access games, music, and video or to check news, weather, sports, etc.

„These respondents use digital devices and services to simplify day-to-day activities. Efficiency experts send emails rather than letters, use Facebook to communicate with others, access the Internet via mobile phones, and shop online.“

Spot On!
Companies should take a close look at the Connected Maestros as they are providing tailored customer experiences. They require brands to build insightful profiles and continually update them as consumers evolve their digital content consumption behaviors. They are eager to get to know more about brands, companies and products. Assuming they are more likely to get engaged with brands, or to become brandvangelists.

Would you agree…? Where do you see yourself?

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