Sonite customers are adults who purchase the products for personal or professional use. Market research studies show that the Sonite market can be divided into five major groups of customers or segments, having similar needs and purchasing behavior.
•Tech Enthusiasts – People in this segment show a high level of interest in Sonites and other similar products. They are extremely knowledgeable about Sonite technology and the different characteristics of the existing products. Tech Enthusiasts were probably among the first to use Sonite products. They are looking for high quality, high-performance and easy-to-use products. They can afford expensive products and often view price as an indication of quality.
•Baby Boomers – Retired adults (born between 1943-1959). They are not extremely knowledgeable about Sonite technology and the different characteristics. They are used to buy their Sonite product in specialty stores where they can find good advice and recommendation. They demand quite good performing products, i.e. products with good processing power and/or large screens. They are less concerned with the convenience of the products (battery life, design or number of features) however they are quite price-sensitive, since they use Sonite products for their personal use, and do not necessarily have high incomes.
•Gen-X – Older adults (40+). Currently the largest segment, though forecast growth is low. Gen-X consumers are becoming more mainstream as they get older. Television is their main window on the world followed by printed media, though they also use internet and e-mail extensively. Premium products are preferred, price may be seen as an indicator of quality.
•Millennials – Young adults in their 20’s & 30’s, Millennials are close to being the largest segment now, with analysts predicting significant growth over coming years as they aim to fit more into their busy lives. They are also less product loyal and look out for bargains. Millennials are tech-dependent (not just tech-savvy) and typically use mobile and social media throughout the day every day! They have a good knowledge of marketed products and do extensive product comparison. They look for products with a high quality –price ratio and average levels of both performance and convenience. They use Sonite products for personal purposes and are quite price-sensitive.
•Gen-Z – Younger consumers, big Sonites user. Gen-Z have grown up with the internet and most forms of digital media. They know about the technology, are skeptical about advertising and privacy, and have short attention spans so are best reached via multiple channels; for example, by using sponsorship and print to complement a social or mobile campaign. As they are younger consumers price is an important factor in their purchase decision, though they also value some Performance and Convenience.
Each segment has specific needs in terms of physical characteristics and price. Awareness levels and purchase intentions vary significantly for existing products from one group to the other. Market forecast studies show that the sizes and growth rates of the five segments are significantly different. This is explained in part by the development stage of each segment, by the varying product offerings, and by the intensity of marketing effort targeted at each segment.