Tesla Owners Mobile Personas – Skydeo Insights
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In a recent panel study of 340 million mobile users, Skydeo analyzed Tesla car owners mobile app interests compared to non-Tesla car owners and the results are intriguing. Tesla owners were 72 to 103 times more likely to have Charles Schwab or eTrade Investment accounts. The image of Tesla owners as tech savvy, high income individuals is supported by their use of Bitcoin (48x), Robinhood (27x), Mint (20x) and Venmo (15x). Tesla owners have a high propensity to use food & delivery apps (62x) and shopping apps like Amazon Prime, Best Buy and AliExpress. Surprisingly, Tesla owners have a cost conscious side as they used coupon shopping apps like Slickdeals, Key Ring, Groupon and RetailMeNot. Skydeo Insights enables brands to analyze users by traditional metrics like age, gender, income, home ownership plus mobile segments like apps, locations, device, carrier, etc. Skydeo limited this analysis to finance and shopping apps.
Skydeo CEO Mike Ford said “For top brands and agencies, mobile insights are simply the best way to develop user personas to use for product marketing, business intelligence andmedia planning for digital, radio and TV. The mobile personas of their car owners clearly supports Elon Musk’s vision for the Tesla brand.”
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According to Fortune Magazine:
Edmunds, the California-based car-buying platform, examined registration data of all 1,600 Tesla Model S vehicles that have ever been sold in the pre-owned market in the U.S. Edmunds also found that owners of used Model S are younger. About 10% of pre-owned Model S buyers are millennials, ages 18 to 34, compared to just 6% of those who purchase a new one. An Edmunds analysis released earlier this month found millennials are leasing vehicles at higher rates than the overall car-buying population and they’re opting for more luxurious, tech-forward cars than they could otherwise afford to buy. Millennials are particularly attracted to leasing Ram, GMC, and Lexus brands. California’s share of used Model S sales is only 30.5%, compared to its 42.5% share of all new sales, according to Edmunds, which examined registration data of all 1,600 Tesla Model S vehicles have ever been sold in the pre-owned market in the U.S. The Tesla brand has migrated into different age and earning demographics. Some 36% of all used Model S buyers earn less than $100,000 a year. Only 25% of new Model S buyers have salaries under $100,000.