Buongiorno has broken down the mobile subscriber base of the world into three distinct user groups: the Symbiotics, the Rationals and the Fashionistas. Symbiotics are the 48 percent of mobile users who are linked to their mobile phones as if to an umbilical cord. Personalization is the key to their mobile usage. Rationals make up 25 percent of the user base, who can appreciate their phone's usefulness and functional value, but they would like to stem invasiveness. Fashionistas round out the list with 27 percent of the user base, and they consider mobile phones a visible part of their persona. Article
