IPhone User Psychographics

The iPhone is the newest "it" phone. Its "cool" factor is desirable for a variety of user demographics (age, gender, and so on). The many features and the usability of the device make it appeal to the values and needs of a variety of psychograph groups, which are grouped according to personality, values, attitudes, interests, and lifestyles. Early adopters, Apple enthusiasts, and technophiles were the first group to embrace the iPhone; they were followed by business users, and, lastly, gamers and the college crowd. Similar psychographic sets can be targeted with innovative mobile marketing messages on the iPhone, so we also explore strategies for appealing to each of the psychographic sets.

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