Article
A South African research company has profiled mobile phone subscribers and divided them into six categories – the Grassroots, Lizards, Playas, Magpies, Sophisticates and Elephants. The Mobility 2006 research project aimed to determine the usage habits of South African mobile phone users to develop clear market segments. A sample of 1,152 cellphone users from eight provinces excluding the Northern Cape from all income groups and races ensured that the population was representative.