Web 2.0, Opinion, Marketing & Communication

mercredi 20 juin 2007

Appréhender les consommateurs par leur écosystème


La question de la segmentation des publics et des approches devient de plus en plus complexe. On sait depuis longtemps que les CPS ne sont plus pertinentes, pourtant il est difficile de trouver une autre typologie prête à l’emploi.

Alors après les segmentations selon les styles de vie (les adulescents, les papy boomers, les early adopters, les célibattantes, les dinks, les weekenders, les bobos, les oupos, les probos) Accenture nous propose l’approche par foyer élargit en appréhendant les comportements via l’écosystème. C’est une sorte de meta-segmentation intégrant le foyer et le réseau social. C’est un peu le concept de la poupée gigogne : on met une première segmentation dans la suivante jusqu’à un niveau de précision très élevé. C’est intéressant mais difficilement réalisable… L’étude « The Accenture Digital Household Segmentation Study » distingue 8 types de foyers :
  • Early adopters : surconsommateurs passionnés de technologie
  • Technocentrics : Utilisateurs exigeants de technologies et surconsommateurs de divertissement (foyer qui comptent souvent des ados)
  • Les Simplifiers : ils recherchent dans leur acte d’achat une facilitation de leur vie
  • Les frileux (No Frills) : Ils recherchent l’essentiel, la technologie ne les passionne pas.
  • Les family centrics : Plutôt orienté sur la communication online que création de contenus.
  • Les socialisants (Socialites) : consommateurs intéressés par la création et le partage de contenus. Ils utilisent ce biais pour tisser leur réseau social.
  • Les Entertainment Focused : Groupe focalisé sur le divertissement pour la famille.
  • Les créateurs de contenus : gros utilisateurs d’informatique, ce groupe adopte les dernières technologies pour créer et partager des contenus.

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