Topic

Analysis of target groups for differentiated information

Start

01.04.2004

End

31.12.2004

Project Management

Wik-Consult GmbH

Objective

According to current findings, deficiencies in technical knowledge, information about processes and decisions in the field of mobile telecommunications have played an important role in the development of past discussions. Numerous parties have made efforts to increase information and public involvement. The public, however, cannot be characterised as one homogeneous entity with respect to its perception and assimilation of information as there are many influencing factors: demographic characteristics, type and extent of mobile phone usage, general interest in the topic 'mobile telecommunications', etc. The objective of this project was to identify main target groups among the public by defining their properties and characteristics and devising specific information and communication approaches in order to establish a basis for target group-oriented information in the field of mobile communication.

A representative nation-wide telephone survey of n=1,000 persons, age 14 and up, was carried out in order to identify different target groups. The target persons were questioned with respect to their view on technical innovations, the associated risk potentials, the whole subject of mobile communications/EMF, their respective status of information as well as their way of life, their modes of behaviour and communication etc.

Results

Target group segmentation is based on the methodology used for current consumer research and market research approaches. The report starts with a description of the fundamentals of the research approaches in the framework of a theoretical analysis, which are then evaluated in order to find out if they can be applied to the field of mobile communications. It is stated that the types of persons defined by these approaches are not sufficient for improving information measures related to mobile communications. The researchers have therefore elaborated a set of questions especially targeted to the subject "mobile telecommunications and health".

A cluster analysis was performed on the basis of the data collected, grouped by the following key characteristics: mobile phone usage, informational behaviour, personality structure, general and mobile phone-related risk attitude, confidence in the state and socio-demography. The following five target groups were defined: Target group 1: unconcerned interested frequent users; Target group 2: worried information-demanding users; Target group 3: unconcerned confused unfrequent users; Target group 4: unconcerned uninterested frequent users; Target group 5: moderately concerned unfrequent users. A certain range of characteristics is particularly pronounced in every target group, which makes it possible to distinguish the different groups. Persons belonging to the same target group are very similar to each other with respect to the characteristics listed above. It has become apparent that isolated features such as usage or non-usage of mobile phones or demographic features such as age or education are only to a limited extent significant for a comprehensive definition of people’s attitudes with respect to the topic “mobile communication” and their risk attitude.

The final report is available as PDF-file (521 KB) in German.

Conclusions

The results of this study show that a large number of characteristics is required for developing target-group related information and communication measures which are shaped to the individual needs of mobile phone users. The types defined for economic market research projects cover only partly the segments identified in this context. This survey especially devised for the subject “mobile telecommunications and health” has delivered further important mobile communication-specific aspects and permitted to define appropriate types of users receiving information. The research results therefore help to improve information of the public in the field of mobile communication.