Digital Pioneers Part 2: Meet the Sages and Creative Expressionists

With Digital Natives becoming a larger and larger consumer group, learning what makes specific subgroups of Digital Natives tick is needed for improved marketing and retention. With this in mind, we decided to dive deeper into a subset of Digital Natives, Digital Pioneers.

With that, welcome to part 2 of our series on Digital Pioneers, the power user subset of Digital Natives! 

Digital Pioneers are heavy mobile data users who have fully integrated digital activities into their daily lives. From social media and entertainment to shopping and finance, they embrace a digital-first approach to almost everything they do. Their preference for exceptional digital experiences sets them apart, as they prioritize quality and innovation over simply seeking the lowest costs.

In Part 1, we explored the overarching values and behaviors that define Digital Pioneers. To recap, Digital Pioneers are people who:

Our research also revealed four distinct mindsets within this segment:

This article focuses on Sages and Creative Expressionists, two mindsets that are more socially collective in their orientation. These individuals value building and nurturing relationships with their chosen communities while pursuing personal growth and creativity. 

This is a compilation of the research we’ve conducted from a survey of 4,000 Digital Pioneer respondents in Singapore, Australia, Japan and Taiwan - 1,000 from each country. 

Without further ado, let’s see what makes Sages tick and how your telco can target and retain them.

Meet The Sages

Many digital natives have grown up turning to forums like Reddit for financial advice that they know comes from people with real-world experience. They also enjoy watching YouTube reviews of the latest tech releases from people they trust instead of sales videos. The individuals sharing their expertise in these spaces often belong to the Sages cohort.

Sages are lifelong learners, mentors, and knowledge sharers among Digital Pioneers. They value technology for its practical benefits and its ability to connect, educate, and empower both themselves and their communities.

Why Sages Matter to Your Telco

Sages are a valuable subset of Digital Pioneers with an outsized influence on their communities. Being natural trendsetters thanks to their early adoption of new technologies and love of sharing knowledge can make them powerful brand ambassadors.

By meeting their needs and delivering exceptional experiences, telcos can build enduring relationships, drive loyalty, and tap into the potential of this highly influential segment.

If you manage to win Sages’ loyalty, you’ll be able to secure a competitive edge in today’s dynamic market.

Sages Value Self-Improvement and Mentoring Others

Sages are driven by curiosity and a passion for growth. They wake up each day with a desire to learn, contribute, and better themselves. For them, technology is a gateway to expanding their knowledge and uplifting others. 

They are mentors at heart, eager to build expertise in areas they care about and share that wisdom altruistically. They take pride in sharing their time and knowledge to help others. As one of our respondents mentioned:

“I do education and training for social workers. I have to take some courses and then teach what I’ve learned to other people. That’s why learning is an important thing for me.” – Shen, Taiwan

For Sages, joy comes from fulfilling their learning potential and helping others grow. Their tangible goals include earning recognition and appreciation for their expertise, while their deeper aspirations involve achieving financial and time freedom to explore their passions fully.

How Sages Use Technology

Sages use technology as a tool to learn, grow, and connect. They are early adopters of tech that supports their needs, consistently looking for innovations that enhance their lives. 

Sages have shown remarkable consistency across geographies. Across diverse markets like Australia, Singapore, Taiwan, and Japan, Sages consistently cite learning and connecting with others as their top reasons for smartphone use:

A Day in the Life of a Sage

Sages seamlessly integrate their passion for learning, mentoring, and connecting into their daily routines. Their day often looks something like this:

For example, one of our respondents, Kevin from Singapore, mentioned:

“I’m taking new courses to improve. I’m in IT, and it’s always evolving. Now I’m learning AWS cloud. I go for additional classes outside of work to enhance learning, to make sure I stay relevant in my field.”

Sages rely heavily on digital tools to fuel their growth and connect with like-minded individuals. From video calls and online courses to community forums and productivity apps, technology is central to their lives.

Popular Platforms Among Sages:

Social Media

Sages use social media more to connect with communities focused on their interests. These can include communities like Reddit for finance or YouTube for tech gear. Their top social media platforms are:

Subscription Video On Demand (SVOD)

Sages use SVODs, podcasts and tutorials to gain perspective and be inspired. Australian Sages, in particular, are more intentional about SVOD, using these platforms to learn new languages

These are the top SVOD platforms used by Sages across Singapore, Australia, Taiwan and Japan:

Educational Platforms:

As avid learners, Sages gravitate toward platforms that fuel their passions and professional growth. For example, some sages are more likely to browse content in interest areas like stocks, wealth management, crypto, and tech gear. 

Here are some educational platforms that Sages favor:

Connecting with Sages

To truly connect with Sages, telcos must align their offerings with the values of self-improvement and mentorship.

When targeting Sages, there are some quick wins available. Your telco can offer educational streaming platform bundles, for example. 

If you are looking to invest more heavily into targeting sages, here are some options:

‍

Meet The Creative Expressionists

If a thirst for knowledge and mentoring drives Sages, Creative Expressionists are powered by a passion for art, creativity, and self-expression. Defined by their artistic flair and love for individuality, these Creative Expressionists value connection with like-minded communities and celebrate moments of beauty and joy. 

For telcos aiming to engage this dynamic group, aligning your brand with their creative aspirations and authentic values is essential.

‍Why Creative Expressionists Matter to Your Telco

Expressive and passionate, Creative Expressionists are trendsetters and community builders. Their passion for self-expression often influences their peers, making them natural ambassadors for trusted brands. 

For telcos, investing in this audience means more than gaining customers—building a loyal, engaged base that amplifies your brand’s reach and reputation.

Telcos that invest in understanding and serving this audience can unlock a loyal customer base that amplifies their brand’s reach and reputation while building lasting connections with this dynamic audience.

Creative Expressionists Value Self-Expression and Connecting With a Like-Minded Community

For these individuals, self-expression is paramount, and their mobile devices are integral to fostering creativity, maintaining connections, and curating joyful moment

Creative Expressionists derive joy from fostering beauty and enhancing their creative pursuits. While their tangible goal is achieving work-life balance to nurture their hobbies, their intangible goal is finding recognition and belonging within a community that values their true selves.

Creative Expressionists are driven by a deep need to express their authentic selves and cultivate their artistic interests. Their core values include:

One of our respondents shared about their desire to connect with their community:

“I want a sense of belonging— be a part of the community. As long as you have a phone with you, you can find people who share the same goal. You can find like-minded people to do it together with.” – Yo, Taiwan

How Creative Expressionists Use Technology

For Creative Expressionists, mobile devices are an extension of their artistic pursuits and a tool for community engagement. Their usage revolves around two priorities: fostering self-expression and building connections with others, as seen below:

The most popular add-on among Creative Expressionists in Australia, Singapore, Taiwan, and Japan is unlimited data for music streaming apps and subscription plans for subscription video on demand (SVOD).

A Day in the Life of a Creative Expressionist

Creative Expressionists structure their days around moments of creativity and connection, seamlessly weaving inspiration into their routines.

Creative Expressionists’ Mobile Activities and Favorite Platforms

These individuals thrive in digital environments that fuel their creativity and help them connect with like-minded communities. Their frequent mobile activities reflect this:

Social Media

Creative Expressionists favor visually focused platforms like Instagram, TikTok, Pinterest, and Facebook (for older users). The full list of social media platforms frequented by Creative Expressionists includes:

Streaming

Music and video streaming are integral to Creative Expressionists’ routines and many are paid subscribers of platforms like Spotify and Apple Music. 

They also enjoy subscription video-on-demand services for entertainment. Like Australian Sages, Australian Creative Expressionists enjoy using music and SVOD streaming to learn a new language.

Among Creative Expressionists’ favorite platforms are:

Music:

Videos:

Shopping

Creative Expressionists enjoy ‘window shopping’ online. They enjoy browsing for items even if they are not consciously planning on buying anything that day.

Learning

Creative Expressionists enjoy hobbies that let them express themselves like cooking, dancing, crafts, photography, make-up, fashion, and more. Platforms like TikTok and YouTube serve as hubs for learning these creative hobbies.

Connecting with Creative Expressionists

To resonate with Creative Expressionists, telco brands must align their services with this segment’s values of self-expression and connection.  Here are a few options for quick wins:

If you are looking to invest heavily when reaching Creative Expressionists, you can consider these options:

Digital Pioneers represent a transformative opportunity for telcos aiming to elevate customer experiences. From Sages who value self-improvement and mentoring to Creative Expressionists driven by creativity and connection, understanding their mindsets is crucial for crafting services that resonate.

At Circles, we’ve built these insights into our full-stack telco software, designed to enable seamless, customer-centric experiences. Our platform’s APIs allow telcos to seamlessly connect and offer non-connectivity services while providing a customisable app-interface, providing your telco room to express its creativity. 

Our approach goes beyond just providing tools; it reflects years of learning from running our digital telco brands in competitive markets. Whether through real-time data-driven offers or vibrant customer communities, our solutions empower telcos to exceed your customer’s expectations while driving loyalty and reducing churn.

Curious about how our expertise can transform your telco’s customer experience strategy? Explore Circles’ solutions today. Stay tuned for Part 3 where we discuss the next two mindsets: Diversion Seekers and Efficient Executors and Part 4, where we’ll uncover the opportunities for telco brands to better serve this dynamic segment.