Mobile marketing platform, Vserv has released a Smartphone User Persona Report 2015 in collaboration with Nielsen. The company's press release claims that the study was conducted using smartphone metering technology installed by opt-in panelists on 12,000 smartphones over a period of three months to generate an automated age report. According to the report, the sample group of this study spend 169 minutes per day on their devices. The report also claims that 63% of smartphone users (7,560 out 12,000 users) are under 25 years of age. Categorisation of smartphone users The report claims that the categorisation is based on a two-step cluster analysis, with 22 actual smartphone usage parameters as input variables. The report has categorised smartphone users into six categories namely app junkie, social stars, conversationalist, entertainment buffs, utilitarians and dabblers. The report defines app junkie as a user persona with the highest number of app and game downloads and installs in a month. 2,880 out of 12,000 users (24%) have been classified as app junkies. This category is supposed be male, under 18 years of age using high end devices from the metros. Social stars has been defined by the report as a user persona spending over 2 hours a day on social networking and chat apps. 2,400 (20%) out 12,000 users have been categorised as social stars. This category is supposed to be single women between 18-24 years of age, using high end devices, from the metros in India. According to the report, this category of users spend…
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