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Why Diversion Seekers Matter to Telcos
Diversion Seekers Value Comfort and Escapism
Diversion Seekers' Mobile Activities and Favorite Platforms
Connecting with Diversion Seekers
Why Efficient Executors Matter to Telcos
Efficient Executors Value Productivity and Simplicity
Efficient Executors' Mobile Activities and Favorite Platforms
Welcome to part 3 of our series on Digital Pioneers, the power user subset of Digital Natives!
As Digital Natives make up a larger and larger percentage of the global population, there is a growing need for more targeted and differentiated products and branding campaigns among telcos.
To fill this need, we sought to understand Digital Pioneers better by surveying 4,000 of them across Singapore, Australia, Taiwan, and Japan. This blog series dives deeper into who they are, their different mindsets, and how your telco can market to them.
In part 1, we introduced Digital Pioneers as heavy mobile data users who fully integrate digital activities into their daily lives, embracing a digital-first approach across everything from entertainment to finance.
Part 2 explored the values, behaviors, and mobile preferences of Sages and Creative Expressionists, two distinct mindsets within the Digital Pioneer segment.
Here in part 3, we dive into Diversion Seekers and Efficient Executors—two groups with contrasting motivations but equally valuable opportunities for your telco to engage:
First, let’s see what makes Diversion Seekers so unique.
If Sages are driven by knowledge and Creative Expressionists by individuality, Diversion Seekers turn to digital activities for relaxation, comfort, and escape from their daily routines. This group of Digital Pioneers prioritizes entertainment and downtime, using technology as a gateway to relaxation and unwinding.
Diversion Seekers represent a significant opportunity for telcos due to their high engagement with entertainment services and consistent mobile data usage. Their loyalty can be cultivated through tailored offerings that prioritize their need for comfort and escapism.
Telcos that invest in understanding and serving Diversion Seekers can build lasting connections with this influential segment. By offering seamless experiences and aligning with their values, telcos can position themselves as indispensable partners in their customers’ relaxation and entertainment journeys.
Diversion Seekers want to make every moment enjoyable and pleasant. Technology, for them, serves as a gateway to immerse themselves in entertainment or distraction from life’s pressures. They value experiences that are seamless, enjoyable, and convenient.
Some of the core values of Diversion Seekers include:
As a result, many Diversion Seekers prioritize platforms that offer easy access to their preferred forms of media and value a variety of options. This also leads them to frequently switch from platform to platform in search of something to allay their boredom.
Another respondent added:
“I really hate it when I have nothing to do. I try to watch movies, play games. But if I have nothing to do, it’s the extreme boredom. I hate that feeling.”
Diversion Seekers rely on technology to unwind and immerse themselves in enjoyable experiences. Across regions like Australia, Singapore, Taiwan, and Japan, their top reasons for smartphone use include escaping routine, doing what they want at any moment, and being playful and having fun.
Diversion Seekers structure their day around finding opportunities to relax and recharge. Here’s a snapshot of their daily routine:
Gaming is one distraction which can be more social with the advent of online gaming and handheld devices.
They are more likely to multi-task, such as browsing social media or playing games while working or doing another activity like watching TV. They are also likely to shop online or ‘window shop’ online, where they browse online stores without buying anything, while working.
This emphasis on comfort and relaxation underscores the importance of user-friendly, intuitive digital experiences for Diversion Seekers.
Diversion Seekers gravitate toward platforms and activities that align with their need for entertainment and stress relief. Despite the wide variety of activities, Diversion Seekers’ Mobile data consumption is in-line with market averages.
Their favourite mobile activities include:
Social media serves as both a source of lighthearted entertainment and a means of discovering new content. Diversion Seekers prefer platforms that offer bite-sized, visually engaging content. Their top social media platforms include:
They are less intentional or fussy about the videos and music they consume, often choosing content based on convenience rather than preference. As long as it keeps boredom at bay, they are open to exploring new shows and genres. They also prefer short form content as it requires minimal commitment and provides quick entertainment.
Another popular pastime for Diversion Seekers is online shopping. They enjoy the anticipation of receiving new items and the joy they feel when the items arrive. As another respondent mentioned:
“After a bad day, once I go into my shopping card, I will put everything in my shopping cart… I look forward to the day when I receive it, even though I rarely go out. Most of my clothes in my closet are new.”
Mobile gaming is a popular pastime for Diversion Seekers. They tend to enjoy a variety of them, with one respondent saying:
“It would be brilliant if smartphones could play my Nintendo or PlayStation games. That gives me more variety. I get tired of just one mode of escape, I need variety in escape.”
Telcos aiming to resonate with Diversion Seekers must align their offerings with this audience’s preference for seamless, accessible, and enjoyable digital experiences. Here are some ideas and strategies to engage this segment:
Efficient Executors stand apart as Digital Pioneers who prioritize optimizing their lives through digital tools. They value productivity, practicality, and solutions that save time and effort, making them highly goal-oriented in their approach to technology.
Not every Digital Pioneer will be like the Sages, Creatives, or Diversion Seekers. Appealing to Digital Natives’ need for staying in control helps you keep this practical group of customers loyal to your brand.
By focusing on efficiency and practicality, your telco can foster strong relationships with this segment, driving retention and satisfaction.
For Efficient Executors, digital tools are enablers of streamlined processes and efficient task management. They prioritize technology that minimizes complexity and helps them achieve their goals effectively.
Core values for Efficient Executors include:
As one Taiwanese respondent explained:
“I want to be healthy and happy - this needs a good routine, meals and sleep, not to be cooped up in work. I also want practical things like a house and car. Maybe there are shortcuts to achieve my goals using a more efficient method.”
Efficient Executors use technology as a tool to streamline their lives and achieve their goals. Across diverse regions such as Australia, Singapore, Taiwan, and Japan, Efficient Executors consistently cite productivity and practicality as their top reasons for using their smartphones.
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Efficient Executors approach their day with precision, aiming to maximize productivity and minimize wasted effort. Here’s how their typical day unfolds:
Always efficient, Efficient Executors tend to be quite frugal with their data. They can make a little data go a long way, with the majority of Efficient Executor users using below 100GB each month.
Efficient Executors gravitate toward tools and platforms that enhance their productivity and simplify their lives. Across the 4 markets, they are more likely to use apps to get things done slightly more than other Digital Pioneers.
They are more likely to create schedules and lists for everything from travel, shopping, finances and monitoring health. When indexed against other Digital Pioneers, they do more of these:
Common activities and platforms include:
Efficient Executors mainly use social media for staying in touch and for entertainment. In Australia and Singapore, there is no overindexation in any market for the top platforms.
YouTube, TikTok, and subscription video platforms (SVODs) like Netflix are used for entertainment.
Their usage of these platforms is also optimized, with some of them using the 5-minutes movie club on Facebook for quick summaries of shows and movies.
They prefer learning through apps like YouTube and TikTok. They have wide areas of interest such as health & fitness, stocks, recipes and more.
To engage Efficient Executors, telcos must focus on delivering services that align with their values of practicality, efficiency, and control. Key strategies include:
At Circles, we design our full-stack telco software to empower telcos to cater to diverse customer mindsets like Diversion Seekers and Efficient Executors. By providing seamless, customer-centric solutions, we help telcos deliver the experiences their customers demand.
Curious about how Circles’ expertise can transform your telco’s approach? Contact us today and stay tuned for Part 4, where we’ll explore the broader opportunities for telcos to serve all Digital Pioneer mindsets effectively.