April 17th, 2014 by Maria Minsker

In 2013, Gartner ranked analytics and business intelligence as number one in a list of the top 10 technology priorities for enterprise companies and since then, the importance of analytics and BI has only grown. By 2016, worldwide business intelligence software revenue is projected to reach $17.1 billion and mobile analytics technology is playing a major role in the growth–as the popularity of mobile devices continues to skyrocket, the need for analytics technology aimed specifically at mobile devices is rising as well. But delivering meaningful mobile analytics is about much more than just gathering device data.

According to Netbiscuits, a mobile analytics company, context plays a tremendous role in helping brands better understand their customers. Last week, the company released an infographic outlining the four primary consumer personas, and what each type expects from a mobile interaction. I think I am, as perhaps most consumers are, a little bit of all of these:

The Morning Professional

morning professionalWhat This Persona Prefers: According to Netbiscuits, this device user prefers large screens, typically connects to his home WiFi with high bandwidth, is willing to watch HD videos, has high battery levels thanks to an overnight charge, and engages in highly interactive touch journey experiences.

What Marketers Should Do:

“To appeal to these personas, marketers should be populating their web content with rich media assets, integrated social media sharing functions, and highly interactive touch navingation,” Netbiscuits recommends.




The Technophile


What This Persona Prefers:

This user typically interacts with multiple, high-end and high-performance devices throughout the day, can easily get distracted as bandwidth varies, and expects high performance and beautiful content. Technophiles will also likely abandon a site if it is too slow, and will convert at a high price point if the experience is right.

What Marketers Should Do:  

Netbiscuits suggests that in this case, “marketers should consider content interaction that is geared to a customer who enjoys tech, and expects superior performance. Think about how certain features or functionality slows download times, [and] consider displaying these only when it doesn’t impact performance, which is key.”



The Lunchtime Powerbrowser

lunchtime powerbrowser

What This Persona Prefers:

These site visitors are usually “information hunting” and comparing prices. Their bandwidth can vary greatly, and their battery status may have taken a hit in the morning rush. They’re typically not keen on interacting with complex navigation, HD videos, or images and are unlikely to go through a heavy check-out process.

What Marketers Should Do:

“Marketers should be aware that these users are typically on the go, and may be within close proximity to a physical stores. Having access to their geolocation can enhance the purchase experience by offering incentives to come in to the store, such as coupons or special offers,” according to Netbiscuits.


The Sofa Surfer

sofa surfer

What This Persona Prefers:

Usually visiting in the evening, these consumers spend the most time browsing Web sites. They’ve got the time, bandwidth and computing power to enjoy the full Web experience, and are more likely to be using a tablet or interacting with multiple devices. Chances are they’re ready to make a purchase, and are also willing to allow cookies to access rich content. Overall, Sofa Surfers want a rich, consistent experience across all devices.

What Marketers Should Do:

“Marketers should emphasize strong calls to action and endeavor to align their most important marketing messages to when this persona is most receptive to want to take action,” Netbiscuits urges.

To help brands leverage these different types of personas, Netbiscuits launched a free enterprise-grade versions of its Mobile Analytics and Device Detection software. The tools can develop and track visitor personas around device, preferences and contextual use, identify causes of abandonment and ultimately deliver better engagement to increase conversions from mobile channels. In other words, now marketers have a way to infer whether a consumer is browsing while noshing on the couch, or sneaking a peak during a break at work, and then target content accordingly. Cool, eh?



Images courtesy of Netbiscuits.

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