Media releases are provided as is by companies and have not been edited or checked for accuracy. Any queries should be directed to the company itself.

Are You Well-Aligned with the Australian Consumer? IDC Asks

  • 28 November, 2005 11:12

<p>NORTH SYDNEY, November 28th, 2005 - IDC Australia's first segmentation analysis of the consumer market reveals that consumer motivations, in conjunction with their knowledge and willingness to adopt, serve to pinpoint meaningful technology attitudes and usage patterns. Through the IDC Consumer Intelligence Framework (CIF) Methodology, IDC has conceived a differential segmentation model, which leads to the identification of six distinct Australian consumer segments.</p>
<p>"As each consumer segment has its own characteristics and particular requirements, meaningful identification of their nature and expected behaviour helps technology players understand and better serve their customers", said Jerson Yau, Mobile &amp; Wireless Associate Analyst, and co-author of IDC's latest consumer market report.</p>
<p>Warren Chaisatien, Mobile &amp; Wireless Research Manager, added that the CIF and the ensuing differential segmentation model can be used to evaluate any technology. "Since mobile services are ubiquitous in Australia, we have used them as proxies to demonstrate the potential applications of the CIF and segmentation model via the mapping of major mobile carrier positioning, mobile content portal awareness and usage, and consumer segment mobile consumption."</p>
<p>This report, titled "It's Not Easy To Be Me: Australian Consumer Differential Segmentation" discusses consumer motivations and their significance within the CIF, the differential segmentation of Australian consumers, and the evolutionary pathways for each consumer segment. Key findings in the report include:</p>
<p>• The consumer motivations toward technology are value, necessity, utility, luxury and convergence.</p>
<p>• The differential segmentation model identifies consumers as emerging, innovative, mainstream, converging, indulgent, and settled. Each segment is defined by a confluence of parameters including demographics, motivations, knowledge, and usage and adoption patterns.</p>
<p>• The CIF can be an effective tool in assessing technology vendor positioning, whereas the consumer segments can be used to understand and predict consumer behaviour.</p>
<p>• Besides nurturing consumer understanding as a means to shape their potential behaviour, technology vendors should balance their core competencies whilst driving innovation, be consumer-segment specific and ensure a tight alignment between their positioning and the target markets.</p>
<p>IDC concludes that consumers are continually evolving and seeking benefits most relevant to their lifestyles. Technology players' ability to identify the nature and expected behaviour of each consumer segment and to understand and respond to their needs, will be instrumental in winning the consumer market battle.</p>
<p>For press enquiries please contact:</p>
<p>Jerson Yau
Associate Analyst, Wireless &amp; Mobility
Email: jyau@idc.com
Phone: 61 2 9925 2205
or
Warren Chaisatien
Research Manager, Wireless &amp; Mobility
Email: wchaisatien@idc.com
Phone: 61 2 9925 2256</p>
<p>Click here to view the press release online:
http://www.idc.com.au/press/detail.asp?releaseid=198</p>
<p>Click here to subscribe to IDC press releases and newsletters online:
http://www.idc.com.au/newsletters/register/</p>

Most Popular

Cool Tech

Toys for Boys

Family Friendly

Stocking Stuffer

SmartLens - Clip on Phone Camera Lens Set of 3

Learn more >

Christmas Gift Guide

Click for more ›

Brand Post

Most Popular Reviews

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Latest Articles

Resources

PCW Evaluation Team

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Featured Content

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?