Who is Anywhere Today?

To help clarify each of these distinct consumer segments, we’ve named the five groups to create intuitive impressions of each segment and how to reach it.

1. Analogs

In this revolution, the best way to describe them is to say that they are uninterested in digital technology. Analogs cannot even be called slow followers of our Anywhere trend, since they make the choice to avoid advanced technology altogether. Much of their reluctance may be the result of age; the Analogs are, in terms of average age, the oldest segment.

2. Technophytes

This is a group of consumers who aspire to be considered cutting edge when it comes to technology. In reality, though, they are late followers of digital media and connected devices. Why? Because while they are interested in these technologies, they don’t have the disposable income available to buy them until there are mature and more affordable. Technophytes want their Anywhere connections; they just can’t afford them until they are mainstream.

3. Digital Shut-ins

This is the group of consumers who have a great interest in digital media in their own homes, but less so when they are away from home. While these consumers enthusiastically embrace digital media, they aren’t as aggressive in adopting connected devices. Educating this segment remains important because Shut-ins often fail to equip their devices, such as HDTV, with all the services they support, like HD channel programming from their providers.

4. Outlet Jockeys

Along with consumers in our final segment, Outlet Jockeys own the latest and greatest portable devices and thirst for more of them. These mobile consumers enjoy cutting-edge portable applications as well as using their hand sets to e-mail, instant message, and engage in social networking.

5. Actualized Anywheres

Actualized Anywheres may be the smallest segment, comprising only 5 percent of the population in North America and Western Europe, but they are the most important. They enthusiastically buy Anywhere products and services for their mobile lifestyles, and, unlike Outlet Jockeys, they apply those devices and services at home. Actualized Anywheres bring the concept of a ubiquitously connected consumer to life.

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