Mlovesociety

Mobile Passionistas

The term passionistas was coined for a market research study presented by Yahoo together with Mediavest for online behavior of “Passionistas: The New Empowered Consumers”:

Passionistas seek relevant and timely information, including ads that look and feel like content […] and customized suggestions […] according to the research.
They hold their brands to a high standard – and expect intelligent advertising, new approaches and authenticity. These consumers are more likely than average to remix content as a way to play with a brand, using online tools that make it increasingly easy for them to create movies, songs or slideshows to share with their friends.
“Being passionate today means digital content sharing and influencing others’ brand perceptions and purchase behaviors,” said Mark McLaughlin, Vice President of Audience Strategies at Yahoo!, “Marketers who build their campaigns from the start with the goal of tapping into passions are inviting consumers to get engaged and create an authentic dialogue.”

While this was published in 2007 for the online world, the m.LOVE group is convinced the digital passionistas of today are using mobile as their medium of choice when it comes to sharing and communicating with their friends and peers.

Mobile passionistas live around the world. She might be an avid “pro-sumer” that is talking back to her operator and is active within her local community to drive for better service. Or she is an entrepreneur starting or running a company that is pushing the envelope with a mobile application, service or social community site. And by all means there might be passionistas still in hiding in larger corporations such as mobile operators that use the larger set up to drive the agenda for mobile innovation from within.

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