Largest Mobile Segment Not Keen on Buying Phone-Advertised Products: Epsilon

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Screen-Shot-2014-02-20-at-4.40 Epsilon today unveiled a report placing mobile users in seven categories complete with catchy names.

The largest group, so-called browsers, makes up 24 percent of mobile users. Fewer than 3 percent of them say they’ll buy products advertised on their phones, according to Epsilon.

“Smartphones provide brands and consumers with an intensely personal medium, and marketers need to understand the individual preferences of their customer base in order to deliver rewarding brand experiences,” said Bill Tancer, general manager of global research, Experian Marketing Services, in a release. “For example, marketers that want to reach “Personals” will want to invest in advertising through more direct channels like SMS and app-based messaging, rather than social media.”