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
Phone: 61 2 9925 2205
Warren Chaisatien
Research Manager, Wireless &amp; Mobility
Phone: 61 2 9925 2256</p>
<p>Click here to view the press release online:</p>
<p>Click here to subscribe to IDC press releases and newsletters online:</p>

Most Popular





Back To Business Guide

Click for more ›

Brand Post

Most Popular Reviews

Join the newsletter!

Error: Please check your email address.

Latest Articles


PCW Evaluation Team

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?