Look at segmentation of users based on anything other than age and income


Image001

IBM has identified four new types of digital consumers that media providers should target to improve digital revenue streams. Their ‘Beyond Digital’ report states that the new behaviours of connected customers - which include social viewing, distracted viewing and digesting on-demand content – have greatly impacted media providers.

The much heralded “connected consumer era” is no longer on the way; it has arrived. Today’s connected consumers are empowered, demanding instant access to personalized content on their own terms. To satisfy connected consumers, as well as ecosystem partners, Media and Entertainment (M&E) providers must move “beyond digital” to deliver individualized experiences on demand, at any time. For those in the M&E industry, digitizing content and digitally distributing it is no longer enough. Success in the connected landscape will require: a business-to-consumer (B2C) mindset; insight into consumers’ digital personalities; the delivery of relevant, enhanced experiences; and the ability to find new ways to monetize content successfully.

They propose that content cannibalisation is reducing demand for certain types of content and “digital revenue streams have proven weaker than traditional revenue streams as consumer expectations move from content ownership models to content accessibility models.”

As a result, media providers need to target specific ‘digital personalities’, delivering relevant content experiences rather than just content alone - and create new cross-channel digital revenue models.

I explored the same idea as the rainbow of trust as an alternative segmentation model in the book…

The four digital personalities identified in the report are not age-based, but instead are derived from how they access content:

  • Efficiency Experts. This largest group (41%) sees the adoption of digital devices and services as a way to make life easier.
  • Content Kings. This digital personality (9%) includes dedicated gamers, newshounds, movie buffs, music lovers and TV fans. 
  • Social Butterflies. These consumers (15%) cannot imagine not being able to instantly access any of their friends.  
  • Connected Maestros. This personality (35%) combines the behaviours common to Content Kings and Social Butterflies with even more sophisticated behaviours.