Glossary | M | Mobile Audience

What are mobile audiences and segmentation?

Audience segmentation is the key to harnessing the right data points among millions of users and transforming them into brand engagement and revenue.


What is mobile audience segmentation exactly?

It’s the building of a group of potential and/or existing users based on specific, shared criteria that can be targeted, sometimes with bullseye accuracy.

Segments can be incredibly granular, depending on the platform you’re working with. In audience segmentation, data is the gift that keeps on giving. With every subgroup you create, you can test to find the personalized messages that work best and continually iterate to find ones that work even better.

When you master segmentation, each layer of interaction with every single user and each point of contact is rooted in shrewd segmentation.


There are lots of ways to segment an audience, but in broad strokes, these are the most common approaches:

Geographic: Country, state, city, and sometimes even down to a specific zip code; Geographic mobile data is rooted in what users have already input into apps, e.g., Facebook app users who have indicated they live in San Francisco.

Location-based: Based on the device’s GPS signal, where a user is at the time an ad can be served, e.g., the user is within a specific radius of a storefront.

Demographic: Gender, age, income, e.g., female users aged 50 and over with an income of over $200,000.

Psychographic: Values and interests, e.g., users who routinely install and engage with news apps or content.

Technographic: The pint-sized tech stack in every mobile device, e.g., an iPhone 11 user with a device that has at least 4GB RAM.

Behavioral: What users do on their phones, for how long, and with what results, e.g., mobile gamers who tend to engage with games for 20 minutes or more in a session and have made at least 2 in-app purchases.