Who are Mobile Power Users?

Cell phones have become a way of life, and it is hard to imagine a day without a smartphone for many people. However, cell phone usage varies from individual to individual because of their personal preferences and work schedule.

Based on usage, mobile users can be broadly categorized into three categories, namely, light users (less tgab 50 MB per day), moderate users (50 MB to 300 MB per day) and power users (more than 300 MB per day). These results were part of Strategy Analytics's AppOptix platform that analyzed more than one million sessions on 1500 Android smartphones in the U.S. The results of this analysis show than 23 percent are power users, 15 percent are light users, and the remaining 62 percent are moderate users.

Out of these three groups, it is the power users that have the greatest implications because they are the ones who use their cell phones the most. One of the biggest demographics of power users is working mothers who have full-time jobs and at least one child at home. The average cell phone bill for this demographic is 21 percent higher than the average. Moreover, working mothers download 42 percent more content than average users, according to a study conducted by Scarborough Research. 

Further research shows that 70 percent of app purchases come from power users, so it is vital for app developers to reach out to power users and engage with them. One good way to engage with them is to create loyalty programs, as a study by SessionM showed that app loyalty programs have a significant impact on the purchasing behavior of power users.

These results give a glimpse into whom power users are, so mobile marketers can engage with them in the right manner to boost their sales.