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Qlt1 Task 2

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Qlt1 Task 2
Mktg1001 task 2

SEGMENTATION ANALYSIS
1. Demographic
Age 25-34 has the greatest percentage (27%) of the mobile travel user, followed by those aged between 35 and 44 (21%)
Almost one third of the medium income level earners ($50k-$100k) are most likely to use the mobile travel app
Those with tertiary studies tend to be more likely to use mobile phone compared to others with different educational levels

2. Behavioural
Occasion
Business and leisure travelling
People tend to travel more during celebrations such as Christmas and New Years

3. Psychographic
Socially aware people
People classified as ‘socially aware’ have a high socio-economic status and are progressive, liberal thinkers who are willing to try new and different experiences
Another …show more content…
and Telmetrics Inc. 2012, The xAd/Telmetrics Mobile Path to Purchase Study, xAd Inc. and Telmetrics, viewed 10 September 2014, <http://www.mobilepathtopurchase.com/wp-content/uploads/2012/09/Mobile-Path-to-Purchase-Travel-Whitepaper1.pdf>

Henning, M. and Colunga, J. 2011, The Business Traveler of Today: New Study Profiles Corporate Travelers and Their Needs While in Transit, viewed 10 September 2014, <http://www.gbta.org/foundation/pressreleases/Pages/rls072611.aspx>

PwC 2014, Tech savy consumers raising the retail bar, viewed 11 September 2014, <http://www.pwc.com.au/media-centre/2014/raising-retail-bar-feb14.htm>

Australian Bureau of Statistics 2008, Purchasing power, Australia, ABS, viewed 9 September 2014, <http://www.abs.gov.au/ausstats/abs@.nsf/0/29A46D903FD3F33ECA25732C00207A66?opendocument>

Australian Bureau of Statistics 2014, Labour force, Australia, ABS, viewed 11 September 2014,
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