From the course: Marketing: Customer Segmentation
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Segmenting customers based on their behaviors
From the course: Marketing: Customer Segmentation
Segmenting customers based on their behaviors
- [Instructor] Behavioral segmentation involves breaking customers into targets and groups based upon how they use a product, when or where they use it, how they purchase, just to name a few. While geographic or demographic or cultural segmentation may be useful to you in many situations, you may get more value by segmenting the market based upon how they behave. In essence, it might matter more to you to understand how the consumer is going to use your product rather than where they live or how many children they have. Here's why. If you look at the demographics of smartphone owners, you might not pick up anything particularly interesting because smartphones are so popular. But when you dig a little deeper into how people use or behave with their smartphones, you might pick up some deeper insights. A survey in 2015 showed that 67% of smartphone owners used their phone to share photos and videos. That number jumped to 85%…
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