When you’re assessing different customer segmentation strategies, have you considered focusing on Super Users as a way to boost your ROI?
Activate Consulting’s Technology & Media Outlook 2023 found that Super Users are powering the digital world, with a strong presence across all major media and technology verticals. This select and influential crowd is made up of young, educated individuals who lead affluent lifestyles—spending more time and money than any other user segment.
Super Users are a highly influential audience with the potential to drive major business growth. They stand out from other users in their commitment and dedication across these key areas.
Time spent with media
Super Users make a powerful impact, despite comprising only 22% of the U.S. population. They are incredibly influential in terms of media consumption and engagement—spending more than double the amount of time interacting with content compared to other users. Compared with other users, Super Users engage with podcasts 4.1 times more and spend time gaming 3.5 times more.
These users are also inclined to multitask, enabling them to spend more time with media. While watching videos and playing video games on one device, Super Users might also be busy engaging with social media on another. This makes them an unstoppable force when it comes to getting the most out of their digital experiences.
High share of dollar spend
Super Users are big spenders when it comes to media, particularly in gaming and music. Compared with all other users, Super Users’ average video spend is close to triple the amount ($76 vs. $27). However, their biggest increases come from gaming and music; they’re collectively spending 12 times more on games and shelling out 21 times as much for tunes.
Super Users make a powerful impact, despite comprising only 22% of the U.S. population.
With 60% of ecommerce spend coming from Super Users, they are driving the industry forward with their enthusiasm and willingness to test out cutting-edge shopping trends like buying through social media, livestreaming purchases and trying on products virtually.
Technology and media adoption
Many Super Users are brand advocates. Three-quarters enjoy staying informed on trends and news about the latest technology and media products/services, and 71% like to share recommendations for technology and media products/services to others. As a group with an early-adopter attitude, they eagerly take advantage of new products, services and data-sharing opportunities to receive tailored ads that fit their lifestyle.
Staying ahead of the curve on media and technology, Super Users have blazed the trail for cryptocurrency and non-fungible tokens (NFTs). This group is five times more likely to explore, engage with, and embrace new digital-monetary technologies.
And as the metaverse usage continues to rise, Super Users are leading the way. Over 80% of these trailblazers have embraced these digital spaces within just the last year. There have been accelerated interest from them as they seek out new opportunities for creativity, connections, and transactions within their favorite metaverses. Many express interest in metaverse experiences, such as purchasing physical items to creating virtual havens. In fact, they’re 5 times more interested in all things meta-related.
Start finding your Super Users today
Super Users are highly engaged, tech-savvy individuals who actively consume a variety of media and usually have high purchasing power. Taking the time to identify members of this group and engage with them can have a massive impact on the success of your marketing strategy. While you may need to reach beyond Super Users to achieve your goals, it’s worthwhile to consider:
- Targeting them separately
- Spending more on media
- Reaching them at a higher frequency
Investing in Super Users can help you reach more engaged users faster and capitalize on emerging trends before competitors, and harnessing their power could be the key to taking your business to the next level.
