Identifying Different Types of Creators

Learning PC customers’ behaviors and attitudes gives us the information we need to guide and support their purchasing decisions. To better understand the behaviors of creators, Intel conducted a segmentation of 30,000+ consumers (who personally own and have used a computer in the past 30 days).

The goal of this segmentation was to not only learn more about consumers but also to group those with similar behaviors into segments. Results of this segmentation revealed who these creators are, what they own, how they think, and how they use their computers.

Intel’s segmentation uncovered three different types of creators, who are differentiated by the amount of money they earn from their creations and how much time they spend creating.

In this training, we’ll consider the three segments of creators—Professionals, Prosumers, and Hobbyists—to understand how best to support them as they upgrade and purchase new devices.

Identifying Creators

Let’s learn about the three segments of creators to discover what kind of creation activities they engage in, how much they make from creating, and what kind of PC performance their workload demands! After learning about each creator type, we’ll see what a typical day in their life looks like, so you can see a difference in the demands they put on their PCs.

Professionals

As a Professional creator, content creation work is Priya’s primary source of income. She makes a living from creation activities like:

Creating and editing images

Creating and editing videos with visual effects

Animation and 3D designs

Creating and editing images

Creating and editing videos with visual effects

Animation and 3D designs

Compared to other segments, Professionals spend the most time creating.

As a result, Priya and other Professionals require high-performing PCs, capable of handling intensive multitasking workloads. High-performing PCs don’t come cheap, so Professionals typically have the highest budget out of all creator segments. They won’t settle for just the average system and instead do their research to see which hardware is most responsive and offers the greatest graphics.

A Typical Day in Priya’s Life

Priya’s workday as a full-time freelance content creator starts at 8:00 am. Virtual meetings typically happen first thing in the morning, where businesses will pitch Priya ideas for graphics they’d like her to create.

Priya makes the most of her time by multitasking. While participating in meetings she has some of her videos rendered in the background. During the second half of her day, Priya is in full design mode creating videos and animating different graphics with advanced 3D software. After a full 8-hour day of working from her PC, Priya shuts down her computer and makes some dinner, ready to do it all again the next day.

Key Motivations for Creating

	high	medium	low
To grow career
To earn money
Creation is PRIMARY source of income

Attitudes and Knowledge

	high	medium	low
Prefer stylish outside over tech specs inside
Need PC with latest capabilities
Will spend more for higher performing processor
More excited than concerned about AI

Usage

	high	medium	low
30 hours creating per week
PC Gamers
On-the-go usage
User more for work

Prosumers

Since he’s not yet on a professional level of content creation, Preston is a Prosumer. Prosumers earn some income from creating, though not enough for them to make a living. Preston’s top creation activities are:

Creating and editing images

Creating and editing videos with visual effects

Creating and editing audio clips

Designing graphics and illustrations

Animation and 3D design

While he doesn’t spend as much time creating as Professionals, Preston still spends a few hours a day creating graphics. He enjoys sharing his work with others, on social media, and sometimes on company websites. Since his goal is to make a living from creating, Preston is willing to invest in a high-performing system.

Though his budget may be smaller than a Professionals, Preston and other Prosumers also inform themselves of system options by reading blogs and watching videos.

A Typical Day in Preston’s Life

Preston works a part-time job at a beachside clothing company. He usually works for about five hours a day selling surf wetsuits and apparel to locals on the beach. After finishing his shift in the store, Preston heads home to create some graphic designs for the same business.

Preston will spend a few hours that afternoon creating graphics and videos for the surf apparel company’s website. Ideally, he’d be doing content creation full-time, but being paid to design graphics and make videos for a few hours each day is a great start.

Key Motivations for Creating

	high	medium	low
To grow career
To earn money
Creation is PRIMARY source of income

Attitudes and Knowledge

	high	medium	low
Prefer stylish outside over tech specs inside
Need PC with latest capabilities
Will spend more for higher performing processor
More excited than concerned about AI

Usage

	high	medium	low
On-the-go usage
User more for work

Hobbyists

Holly is a Hobbyist, meaning she creates content as a fun way to express herself. While she loves creating graphics, Holly isn’t earning any income for her work. Most of her time is spent creating and editing photos and videos, which Holly enjoys sharing with friends and family, and on social media.

As a Hobbyist, Holly has a much simpler and smaller workload than other creators.

Since she’s putting less stress on her system, Holly only expects moderate performance from her PC. Because she isn’t making money from creating, Holly isn’t going to spend the time researching all about powerful PCs. Instead, she’s likely to ask friends or come in-store to make an informed purchasing decision.

A Typical Day in Holly’s Life

After attending classes on her last day of high school, Holly heads home. Once she’s at her house, Holly begins creating a video compilation of pictures of her and her friends.

She spends about an hour on her PC putting the photos into a video format, adding music to the background, and using funny visual effects on her and her friends. Once she’s finished making her video, Holly shares the video on Instagram for her friends to enjoy.

Key Motivations for Creating

	high	medium	low
For the pleasure of creating
To share with friends/family
Outlet for self-expression

Attitudes and Knowledge

	high	medium	low
Will spend more for higher performing processor
Need PC with latest capabilities

Usage

	high	medium	low
PC Gamers
On-the-go usage

Summary

Segmenting consumers into different creator groups gives us the tools to support these users better as they purchase new PCs or upgrade their existing parts.

Be sure to consider if users create full-time or for fun, if they have a high budget or low-budget, and if they seem to know their hardware.

Ask customers how much time they spend creating and be sure to recommend the right system to fit their needs!

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Notices & Disclaimers

NOTICES & DISCLAIMERS

Materials are Intel Confidential. For Retail Sales Professional training only. Do not repurpose or reuse without permission.

No product or component can be absolutely secure.

Your costs and results may vary.

Intel technologies may require enabled hardware, software, or service activation.

Intro

Professionals

Prosumers

Hobbyist

Quiz

Notices & Disclaimers

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