Six mobility archetypes
Tuesday, 22 September 2015
McKinsey identified six mobility archetypes. From the McKinsey report 'Mobility of the future'.
The segments to watch are mainly 'mobile communicators' and the 'status-oriented' as respondents under 24 are overrepresented in both of these segments (about double at 13 percent in the 'status-oriented' segment and about 1.5 times at 33 percent of 'mobile communicators').
Together with the group of 'hedonistic ecos' these archetypes share high needs for mobile connectivity as well as an overall higher level of personal mobility than the remaining three mobility groups.