Mobile phones and digital devices are changing the way we socialize. As digital consumers, we have started to form ‘tribes’ based on our learned mobile device behaviors. According to a study conducted by Dr. Massimiliano Mollona, a social anthropologist at Goldsmiths, University of London, consumers fall into one of the three tribes: Cyborgs, Centaurs, or Space Cowboys.
This ‘tribe’ tend to be the most connected of the bunch, with their hands constantly attached to their smartphone regardless of the situation. Those who fit into this avatar embrace connectivity in all aspects of their life, including professional and personal spheres, across all devices and places, and are the most willing to pay a premium for services.”
These on the other hand, have placed fixed boundaries on their mobile device use with clear-cut divides between personal and technological, and professional and social use. Centaurs will often have one device for work and another for their personal use.
The technological nomads of the digital divide. “These creatures are individualistic and unpredictable and often switch devices and providers for both technological and economic reasons,” says Dr. Mollona. The compulsion to stay connected through our mobile devices will only increase in the future. More than 70 percent of respondents expect to do more with their mobile device in the future; over two thirds of people can’t wait until they can connect their device to their TV and/or car, while 54 percent want to have the ability to access their content from any device.
The survey was conducted with a sample size of 4,700 consumers of various age groups in 14 countries, spanning North and South America, Europe, and Asia-Pacific.