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One of Japan's most successful mobile fashion and shopping sites online has released analytical data of the female audience that surfs and shops on the well-known "Girls Walker" site. According to this report published last Friday by parent company Xavel Inc., girls tend to cluster together while organising the information they get and disseminating it through the group.
On this trial that incorporated 3,000+ girls into the data streams, researchers found that 11% of girls were the "Leading Edge" girls picking up information before the others, trawling through juicy data on cosmetics to clothes that they are already very familiar with, then going down to the stores to check them out themselves. This info was put out to the knowledgeable but lacking-status "Wannabe" girls (26%) ready to hear the latest, and happy to mimick the trendiness of the Leading Edges. The Wannabes pass on the info to the "Talkabout" girls (36%) who then generate the buzz and discussions. One last group is the "Listener" girls (31%) who pretty much soak up all the info from the Talkabouts, but also act as a reality check for the Wannabes when seeing what's hot and what's not, in order to adapt the content that they are filtering down from the Leading Edges.
Really fascinating stuff for anyone remotely related to mobile social networking and m-commerce. Naviblog says... for all you emerging m-commerce/social networking industries, this is the future.
