In a market as pervasive as mobile, it's impossible to nail downa meaningful demographic. Are mobile users, as we are often told,young? Saying so excludes the millions and millions of mobiledevotees who are various shades of older – parents, for example, ormidcareer achievers.

In reference to a recent global survey on retail banking, Ciscomade a similar observation: “Segmenting by age is an outmodedstrategy and could alienate valuable sets of customers,” said Ciscovice president Joseph Bradley. “By focusing on digital behavior(which, more and more, transcends age), banks can better implementInternet-of-Everything-enabled concepts that resonate with eachcustomer.”

What are the individualized drivers that make mobile moneymanagement a necessity in 2015? Here are four personality types andtheir specific mobile needs:

1. Pay Today – Or Else

Profile: People who need to pay rightnow. Their bills are due today. They owe friends for theirshare of the last 12 dinners out.

Typical quote: “Mother's Day istoday?”

Pro: These are gateway users to new paymentmethods like P2P. Anything that facilitates easier, more timelypayments is appreciated and used. And don't get us started onreal-time payments: These folks need real-time yesterday.

Pitfall: With a relatively high desperationfactor at any given time, these folks are especially susceptible toalternative payments. Failure to provide speedy, convenient mobilepayments could mean ceding ground to apps like Venmo andSquare.

2. The App-Licator

Profile: Uses apps for everything. Unable torun even smallest component of life without the aid of an app.

Typical quote: “An app that tells me where mycar is in a pirate voice? Yeah buddy!”

Pro: These users are very likely to downloadyour app. Do you offer multiple apps? They'll try those too.

Pitfall: More clutter means they're less likelyto actually use – or keep – your app. Catering to app addictsactually means taking a less-is-more approach. Make sure your appis useful, with power-packed features and everyday utility. Then,even if they find 14 other apps that do the same things, they mightstick to yours on a regular basis.

3. Help Wanted

Profile: People who need information and advicein a mobile format, and who will switch financial institutions toget it.

Stats: 75% of global respondents to Cisco'sretail banking survey say they would move their money for one ormore of these five items:

• virtual financial advice
• virtual mortgage advice
• automated investment advice
• mobile branch recognition
• mobile payments

Pro: Delivering mobile and automated digital help is arelationship builder, and highly consistent with the credit unionpromise. Translate the member-focused approach into a digitalexperience, and you have a big winner.

Pitfall: Achieving this goal isn't dead simple.However, if you don't figure out how to bridge the gap between apersonal in-person relationship with members and your digitalexperience, that personal connection is going to fade out. Look forways to integrate, so that your experience across all channels isconsistent and real.

4. Security Blanket

Profile: People who worry incessantly aboutsecurity. Some won't use mobile for fear of security problems. Butmany use mobile in spite of concerns about security.

Stats: 46% of people who don't use a mobilewallet cite security as the reason, according toThriveAnalytics.

Pro: Many people who are holding back on usingmobile to manage their money actually want to use it: They needreassurance – and actual security – to encourage them to take theleap. If you can offer them a secure experience and leading-edgesecurity products, they may even trust you.

Pitfall: You can cater to a security-phobicconsumer segment with very little mobile capability, becausethey're easily dissuaded from using mobile. But in the long run,mobile is hard to resist. And if you don't offer secure mobileproducts – and you aren't perceived as secure across the board –your long-term position is tenuous at best. Trust iseverything.