What’s Your Digital Personality? IBM Says to Focus on Digital Behavior, Not Aged-Based Demos


Image credit: IBM

At some point this year, the number of mobile-connected devices will exceed the world’s population. And we already know that the proliferation of smartphones, tablets and other smart devices is driving insatiable demand for data consumption.

As consumers embrace more and more digital devices, IBM has identified four distinct “digital personalities” that contradict conventional age-based demographic segmentation. According to IBM’s “Beyond Digital” study—released at the 2012 National Association of Broadcasters Conference—most connected consumers fall into one of four categories:

1. Efficiency Experts (41%): This largest group of IBM’s global sample uses technology to make life easier. Think basic usage: email, limited Facebook time and online
2. Content Kings (9%): Gamers, newshounds and movie/music downloaders, this male-skewed audience consumes a lot of content but does not interact intensely.
3. Social Butterflies (15%): As the name implies, this group requires instant access to friends, regardless of time or place. They’re constantly accessing Facebook and
viewing videos on YouTube to stay connected with friends and family, but they’re not heavy users of media-supplied content.
4. Connected Maestros (35%): A sophisticated blend of Content Kings and Social Butterflies, this segment qualifies as super users who are always on, accessing one another and consuming loads of content across a wide range of devices. Frequently accessing multiple apps via smartphones and devices like iPhones, Androids and iPads, Connected Maestros are early adopters.


Image credit: IBM

The IBM study reinforces today’s marketing mantra: target and reach the right person, with the right message, at the right time, using the right medium.

Now that I no longer qualify as young and hip, I’m somewhat relieved that IBM is promoting behavior-based segmentation rather than age-based demographics. But I haven’t figured out whether I’m an Expert, King, Butterfly or Maestro? Maybe a blend of all four describes me best.

Which “digital personality” do you most identify with?

About Melody Demel

Melody is Senior Manager, PR for Boingo Wireless, where she is responsible for media relations, brand building and thought leadership initiatives. Melody is a die-hard Nebraska Cornhuskers fan and retired NCAA DI college field hockey player.
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