Reveal consumer communication behaviors and their likelihood to adopt new technology with Nielsen ConneXions

ConneXions® is a household segmentation system that groups consumers into 53 segments based on voice, video and data consumption, as well as consumer technology adoption, or Nielsen Technodoption. The 53 ConneXions segments fit within 10 Lifestage Groups based on the combination of technology adoption, age and family structure.

Consumer behavior: the ultimate customer insight

Today’s consumers have a multitude of choices for voice, Internet and video content needs. This explosion of choice makes it difficult to target prospects effectively. With so many options, what’s the best way to reach them and with what message?

ConneXions gives communications service providers, consumer durables manufacturers and other companies that are focused on technology adoption, a household-level segmentation system to help answer these questions. This segmentation system provides a consistent paradigm for understanding consumer communications behavior and a framework for management, marketing, planning and product development.

Nielsen Technodoption

A distinguishing feature of ConneXions is its use of Nielsen Technodoption, a proprietary model that measures a household’s willingness to adopt new technology early in its lifecycle. Nielsen Technodoption assesses a household’s likelihood to have products currently in use by innovator and early adopter households.

The four levels of Nielsen Technodoption are as follows:

You & I Tunes ConneXions Segment 5

You & I Tunes is a haven for young, upper middle class couples into digital music. They rank near the top for having an online music subscription. To hear their favorite bands, they spend a lot of money on technology: MP3 players (including Apple iPod), Internet access for online radio and cable service for favorite networks like MTV and VH1. Concentrated in suburban and smalltown areas, these Gen-Xers are mobile Americans who live on their cell phones, carry work home on laptops and rely on smartphones to stay connected. Many of these consumers have dropped their landline phones altogether and are avid users of enhanced features on their mobile devices. When it comes to mainstream media, they enjoy watching reality-based programs and late-night talk shows on big screen TVs, reading young men’s and women’s fashion magazines and listening to rock and adult contemporary music on the radio. These residents prefer plans that bundle Internet service into their cable TV package.

High Tech • segments are the technology trendsetters. They are the most likely of all ConneXions segments to be the first to try a new technology and every new technology

Mid Tech• segments are a bit more selective about the new technologies they will try, and it may be either savvy or salary driving the hard choices. They are often heavy users of one particular product or service while lagging in other products

Low Tech • segments are best described as those with big dreams and low budgets. Many of these segments would adopt more technology products if they could afford to

No Tech• segments not only forgo trying new technology, they’re also lagging in adopting well established technology

For more information, contact your Nielsen representativeat 800-234-5973 or visit www.nielsen.com.

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Nielsen ConneXions

Target your best customers and prospects with consumer behavior profiles

ConneXions gives you the power to identify, understand and target your best customers and prospects. By applying the ConneXions segments to your customer and prospect databases, you’ll move beyond the limits of your transactional data. You’ll gain valuable insight into purchasing behavior and preferences, revealing who is likely to buy and which products or services they want.

Why ConneXions?

and every geographic level in between. The ability to evaluate any size market with consistency is a unique benefit of working with Nielsen.

ConneXions enables you to integrate marketing strategies throughout your organization easily. A variety of delivery options are available, including databases for use with Nielsen marketing analysis software, customer file encoding and custom projects ranging from written analysis to custom models.

Unique segmentation system for voice, video and data providers

ConneXions was developed with a variety of consumer behavior sources, including Nielsen Convergence Audit, a proprietary survey of approximately 32,000 consumers. Convergence Audit® collects information regarding household product usage and expenditure data, customer satisfaction ratings, purchase intent and historical and potential switching behavior.

Combining this usage data with household demographics such as age, income, home ownership and neighborhood characteristics via ConneXions, a lifestyle segmentation system, results in a powerful consumer behavior system that allows communications marketers to respond to emerging market forces and client needs by providing increased differentiation among the segments.

Superior client service and support

We are recognized for our broad range of superior client service offerings. We partner with you to deliver exceptional consultative client service and support that includes dedicated account teams, technical support, training and industry and subject matter experts in segmentation, demographics, direct marketing, consumer research and analytics.

Determine the best cross-sell and up-•sell opportunities within your customer base

Find new prospects and turn them into •profitable customers

Create marketing and selling strategies •that will increase sales

Evaluate market potential for specific •products and services

Customize product or service messages •by target segment

Analyze consumer behavior and usage •for product development

Benefits to your business

ConneXions can be used throughout your organization. Marketing, product development and real estate departments can all benefit from the consumer behavior information contained in this segmentation system. In addition, ConneXions is linked to the major list compilers, so you can select prospect lists for direct marketing campaigns based on specific ConneXions segments.

ConneXions can be used to describe household types within geographic areas to evaluate territories, service areas and other geographic marketing functions. ConneXions provides a flexible framework for decision making that is consistent from a local market to a national perspective