At Microsoft Advertising, our products reach 976 million people across 42 markets, or 68 percent of the global online audience.1 It’s likely that our audience contains your audience. So, we sought a deeper understanding of how – and why – consumers use Microsoft products, from Windows and Windows Phone to MSN, Skype, Xbox LIVE and more.
Through data analysis and interviews in the US, Japan, France, Germany and the UK, we discovered four audience segments that put faces on the consumers behind the impressions. The report also highlights useful statistics for media planning purposes and sheds light on effective marketing messaging and targeting techniques for each segment.
Connectors are notable for their tendency to broadcast their lives in real time and embrace technology that lets them make friends and share interests. Because they love sharing with others, it’s no surprise that most of their tech activities involve email (82 percent), surfing the web (77 percent) and social networking (58 percent).
Mavens are also fond of broadcasting – and love to share their opinions on technology: these super-charged, status-conscious tech users are passionate consumers of technology and tech news, as well as avid influencers. Given this, it makes sense that the bulk of Mavens’ activities are centred on email (82 percent) and search (78 percent).
While Mavens distinguish themselves by consuming technology and sharing their opinions, Media Centrics define themselves through their love of entertainment and stories across all media. They carefully choose their entertainment, tools, and devices to reflect their unique personalities, relying heavily on mobile to access their favourite information easily and on-the-go.
Productives also value mobile, but not so much for fun as to get things done. Extremely time-conscious in nature, Productives use mobile and digital tools to organize their lives and free up time to spend with loved ones.
Microsoft solutions help each of these segments express themselves and achieve the goals they value and should be part of your media plan when you want to engage with them. For example, Productives can easily synch Windows Live Hotmail, and Messenger with their mobile devices while Connectors can share their lives via Hotmail, Messenger and Skype.
Download the full Meet the Microsoft Consumer report for more insights
Find our how you can engage with your audience through our range of media brands
