I was wondering what the story was with RIM’s “hip” advertising this past year or so. Kathryn @AdAge pointed out an interesting tidbit in ComScore’s “Year in Mobile 2010” report showing that RIM is making headway in lowering the average age of their users. RIM has been advertising heavily to the younger market to get them to use BlackBerrys and associate them with being “Cool” instead of simply a business/enterprise productivity tool.
The crazy part is that it seems to be working. A majority of RIM’s demographic profile, according to ComScore, is now under 40 especially when you consider the newer OS releases from OS 4.6+. I want to meet these users who still have OS 4.0 but that’s a different story.
So I thought I would ask all of you. Do you feel “cooler” than last year? Here I thought it was all about efficient communication tools instead of being a toy or status symbol.