The smartphoners: consumer segmentation by smartphone usage

Author/s Francesca De Canio, Davide Pellegrini, Maria Elena Aramendia-Muneta
Publishing Year 2016 Issue 2016/1 Language English
Pages 22 P. 123-144 File size 135 KB
DOI 10.3280/MC2016-001007
DOI is like a bar code for intellectual property: to have more infomation click here

Below, you can see the article first page

If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits

Article preview

FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.

Smartphone usage is becoming an integral part of consumers’ lifestyle. Over 50% of the worldwide population own at least one smartphone and the adoption of mobile technologies have reshaped the boundaries between online and offline. This study aims to segment consumers by means of activities they perform on personal mobile phones. By analysing 264 online questionnaires and using ten smartphones’ functionalities, we identify five main Smartphoners’ profiles: Utility Users, Gamers, Unfriendly Users, Moderator Users and Supersmartphoners. Differences between smartphone users in terms of age, gender and area of residence, as well as brand of the smartphone owned, hours of usage and reasons to use have been investigated. Managerial and academic implications have been discussed.

Keywords: Smartphone, Consumer Segmentation, Functionalities, Device Usage, Lifestyle, Cluster Analysis

  1. Aarnio A., Enkenberg A., Heikkilä J. and Hirvola S. (2002). Adoption and use of mobile services. Empirical evidence from a Finnish survey. Proceedings of the 35th Annual Hawaii International Conference on System Sciences, HICSS 2002, January (1454-1463),
  2. Abascal E., Lautre I.G. and Mallor F. (2006). Data mining in a bicriteria clustering problem. European Journal of Operational Research, 173(3): 705-716, DOI: 10.1016/j.ejor.2005.10.006
  3. Aldhaban F. (2012). Exploring the adoption of Smartphone technology: Literature review. Technology Management for Emerging Technologies (PICMET), 2012 Proceedings of PICMET’12, July (2758-2770).
  4. Balasubramanian S., Peterson R.A. and Jarvenpaa S.L. (2002). Exploring the Implications of M-Commerce for Markets and Marketing. Journal of the Academy of Marketing Science, 30(4): 348-361, DOI: 10.1177/009207002236910
  5. Banerjee A. and Ros A.J. (2004). Patterns in global fixed and mobile telecommunications development: a cluster analysis. Telecommunications Policy, 28(2): 107-132.
  6. Bojei J. and Hoo W.C. (2012). Brand equity and current use as the new horizon for repurchase intention of smartphone. International Journal of Business and Society, 13(1): 33-48.
  7. Chang C.Y., Sheu J.P. and Chan T.W. (2003). Concept and design of ad hoc and mobile classrooms. Journal of Computer Assisted Learning, 19(3): 336-46, DOI: 10.1046/j.0266-4909.00035.x
  8. Chang Y.F., Chen C.S. and Zhou H. (2009). Smart phone for mobile commerce. Computer Standards & Interfaces, 31(4): 740-747. DOI: 10.1016/j.csi.2008.09.016
  9. Chen L.D. and Nath R. (2004). A framework for mobile business applications. International Journal of Mobile Communications, 2(4): 368-381, DOI: 10.1504/ijmc.2004.005857
  10. Choi J.H. and Lee H.J. (2012). Facets of simplicity for the smartphone interface: A structural model. International Journal of Human-Computer Studies, 70(2): 129-142, DOI: 10.1016/j.ijhcs.2011.09.002.
  11. Chong A.Y.-L. (2013). Understanding mobile commerce continuance intentions: an empirical analysis of Chinese consumers. Journal of Computer Information Systems, 53(4): 22-30.
  12. ComScore (2014). Retail is the Fastest Growing Usage Category on Smartphones in Italy. Available at: (accessed 08/11/2015).
  13. Constantiou I.D., Damsgaard J. and Knutsen L. (2006). Exploring perceptions and use of mobile services: User differences in an advancing market. International Journal of Mobile Communications, 4(3), 231-247, DOI: 10.1504/IJMC.2006.008940
  14. De Canio F., Ieva M. and Ziliani, C. (2015). Device usage patterns and online shopping behaviour. Proceedings of the XII annual Conference Società Italiana Marketing.
  15. De Gusta M. (2012). Are Smart Phones Spreading Faster than Any Technology in Human History? Available at: 08/11/2015).
  16. De Marez L., Vyncke, P., Berte K., Schuurman D. and De Moor K. (2007). Adopter segments, adoption determinants and mobile marketing. Journal of Targeting, Measurement and Analysis for Marketing, 16(1): 78-95, DOI: 10.1057/palgrave.jt.5750057
  17. Figge S. (2004). Situation-dependent services: a challenge for mobile network operators. Journal of Business Research, 57(12): 1416–1422, DOI: 10.1016/S0148-2963(02)00431-9
  18. Goneos-Malka A., Strasheim A. and Grobler A.F. (2014). Conventionalists, connectors, Technoisseurs and Mobilarti: Differential profiles of mobile marketing segments based on phone features and postmodern characteristics of consumers. Journal of Retailing and Consumer Services, 21(6): 905-916, DOI: 10.1016/j.jretconser.2014.08.00
  19. Google (2012). The New Multi-Screen World.
  20. Groß M. (2015). Mobile shopping: a classification framework and literature review. International Journal of Retail and Distribution Management, 43(3): 221-241, DOI: 10.1108/ijrdm-06-2013-0119
  21. GSMA (2015). The Mobile Economy. Available at: (accessed 04/11/2015).
  22. Hair J.F., Rolph E., Anderson R.L., Tatham R.L. and William C.B. (1998). Multivariate Analysis. Englewood Cliffs, NJ: Prentice Hall International.
  23. Hamka F., Bouwman H., De Reuve M. and Kroesen M. (2014). Mobile customer segmentation based on smartphone measurement. Telematics and Informatics, 31(2): 220-227, DOI: 10.1016/j.tele.2013.08.006
  24. Hill T.R. and Roldan M. (2005). Toward third generation threaded discussions for mobile learning: opportunities and challenges for ubiquitous collaborative environments. Information Systems Frontiers, 7(1): 55-70, DOI: 10.1007/s10796-005-5338-7
  25. Hung M.C., Yang S.T. and Hsieh T.C. (2012). An examination of the determinants of mobile shopping continuance. International Journal of Electronic Business Management, 10(1): 29-37.
  26. Kang Y.M., Cho C. and Lee S. (2011). Analysis of factors affecting the adoption of smartphones. In Technology Management Conference (ITMC), 2011 IEEE International, June (919-925).
  27. Karaatli G. and Veryzer R.W. (2012). The effects of electronic decision aids on consumers’ cue utilization in product evaluations. Journal of Marketing Development and Competitiveness, 6(1): 74-80.
  28. Kim Y.H., Kim D.J. and Wachter K. (2013). A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention. Decision Support Systems, 56: 361-370, DOI: 10.1016/j.dss.2013.07.002
  29. Koivumäki T., Ristola A. and Kesti M. (2008). The perceptions towards mobile services: An empirical analysis of the role of use facilitators. Personal & Ubiquitous Computing, 12(1): 67-75, DOI: 10.1007/s00779-006-0128-x
  30. Kotler P. (2003). Marketing Management. Evanston: Prentice Hall.
  31. Kumar S. and Zahn C. (2003). Mobile communications: evolution and impact on business operations. Technovation, 23(6): 515–520, DOI: 10.1016/S0166-4972(02)00120-7
  32. Lebart L., Morineau A., Lambert T. and Pleuvret P. (2001). Manuel de référence de SPAD. Montreuil: Centre International de Statistique et d’Informatique Appliquées, CISIA-CERESTA.
  33. Lin Q. (2007). Mobile Customer Clustering Analysis Based on Call Detail Records. Communications of the IIMA, 7(4): article 11, DOI: 10.1109/icmss.2009.5302716
  34. Lu H.P. and Su Y.-J. (2009). Factors affecting purchase intention on mobile shopping web sites. Internet Research, 19(4): 442-458, DOI: 10.1108/10662240910981399
  35. Mamaar Z. (2003). Commerce, E-commerce, and M-commerce: what comes next? Communications of the ACM, 46(12): 251-257, DOI: 10.1145/953460.953508
  36. Monti E. (2013). Million dollar expense: buying out the app store. Available at: 07/11/2015).
  37. Muk A. (2007). Cultural influences on adoption of SMS advertising: a study of American and Taiwanese consumers. Journal of Targeting, Measurement and Analysis for Marketing, 16(1): 39-47, DOI: 10.1057/palgrave.jt.5750062
  38. Nakache J. and Confais J. (2000). Méthodes de classification: Avec illustrations SPAD et SAS. Montreuil: Centre International de Statistique et d’Informatique Appliquées, CISIA-CERESTA.
  39. Park Y. and Chen J.V. (2007). Acceptance and adoption of the innovative use of smartphone. Industrial Management & Data Systems, 107(9): 1349-1365, DOI: 10.1108/02635570710834009
  40. Persaud A. and Azhar I. (2012). Innovative mobile marketing via smartphones: are consumers ready? Marketing Intelligence and Planning, 30(4): 418-443, DOI: 10.1108/02634501211231883
  41. Rogers E.M. (1995). Diffusion of Innovations (4th ed.). New York: the Free Press.
  42. Roschelle J. (2003). Keynote paper: unlocking the learning value of wireless mobile devices. Journal of Computer Assisted Learning, 19(3): 260-72, DOI: 10.1046/j.0266-4909.2003.00028.x
  43. Scott A.J. and Knott M. (1974). A cluster analysis method for grouping means in the analysis of variance. Biometrics, 30(3): 507-512, DOI: 10.1080/03601234.2015.965621
  44. Sell A., Mezei J. and Walden P. (2014). An attitude-based latent class segmentation analysis of mobile phone users. Telematics and Informatics, 31(2): 209-219, DOI: 10.1016/j.tele.2013.08.004.
  45. Sell A., Walden P. and Carlsson C. (2010). Are You Efficient, Trendy or Skillfull? An Exploratory Segmentation of Mobile Service Users. In Mobile Business and 2010
  46. Ninth Global Mobility Roundtable (ICMB-GMR), (116-123), IEEE, DOI: 10.4018/jssoe.2011070101
  47. Shankar V. and Balasubramanian S. (2009). Mobile marketing: a synthesis and prognosis. Journal of Interactive Marketing, 23(2): 118-129, DOI: 10.1016/j.intmar.2009.02.002
  48. Shankar V., Venkatesh A., Hofacker C. and Naik P. (2010). Mobile marketing in the retailing environment: current insights and future research avenues. Journal of interactive marketing, 24(2): 111-120, DOI: 10.1016/j.intmar.2010.02.00
  49. Smith W.R. (1956). Product differentiation and market segmentation as alternative marketing strategies. Journal of Marketing, 21(1): 3-8.
  50. Ström R., Vendel M. and Bredican J. (2014). Mobile Marketing: a literature review on its value for consumers. Journal of Retailing and Consumer Service, 21(6): 1001-1012, DOI: 10.1016/j.jretconser.2013.12.003
  51. The Economist (2015). Planet of the phones. Available at: (accessed 04/11/2015).
  52. Vanden Abeele M., Antheunis M.L. and Schouten A.P. (2014). Me, myself and my mobile: A segmentation of youths based on their attitudes towards the mobile phone as a status instrument. Telematics and Informatics, 31(2): 194-208. DOI: 10.1016/j.tele.2013.04.00
  53. Venkatesh R. (2015). Mobile Marketing From Marketing Strategy to Mobile Marketing Campaign Implementation. International Journal of Research, 2(2): 1175-1187.
  54. Verhoef P.C., Kannan P.K. and Inman J.J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2): 174-181. DOI: 10.1016/j.jretai.2015.02.005
  55. Verkasalo H., López-Nicolás C., Molina-Castillo F.J. and Bouwman H. (2010). Analysis of users and non-users of smartphone applications. Telematics and Informatics, 27(3): 242-255, DOI: 10.1016/j.tele.2009.11.001
  56. Wedel M. and Kamakura W.A. (2000). Market segmentation: Conceptual and methodological foundations (2nd ed.). New York: Springer Science & Business Media.
  57. Yoo J., Yoon Y. and Choi M. (2010). Importance of positive reputation for Smartphone adoption. Information and Communication Technology Convergence (ICTC), 2010 International Conference on 17-19 November (314-318), DOI: 10.1109/ICTC.2010.5674690
  58. Zhang J., Farris P.W., Irvin J.W., Kushwaha T., Steenburgh T.J. and Weitz B.A. (2010). Crafting Integrated Multichannel retailing strategies. Journal of Interactive Marketing, 24(2): 168-180, DOI: 10.1016/j.intmar.2010.02.002
  59. Zheng P. and Ni L.M. (2006). Spotlight: the rise of the smart phone. IEEE Distributed Systems Online, 7(3), art. no. 0603-03003

  • The Use of Social Media and Its Impact on Shopping Behavior of Slovak and Italian Consumers during COVID-19 Pandemic Viktória Ali Taha, Tonino Pencarelli, Veronika Škerháková, Richard Fedorko, Martina Košíková, in Sustainability /2021 pp.1710
    DOI: 10.3390/su13041710
  • The second-level smartphone divide: A typology of smartphone use based on frequency of use, skills, and types of activities Alexander Wenz, Florian Keusch, in Mobile Media & Communication /2023 pp.459
    DOI: 10.1177/20501579221140761
  • Experiencing a Food Production Site Using Wearable Devices: The Indirect Impact of Immersion and Presence in VR Tours Francesca De Canio, Elisa Martinelli, Margherita Peruzzini, Sara Cavallaro, in Sustainability /2022 pp.3064
    DOI: 10.3390/su14053064
  • Differences in the perceived financial risk factors between digital natives in the e-commerce Richard Fedorko, Veronika Skerhakova, Stela Markova, Radovan Bacík, Lubomir Fejercak, in Marketing and Management of Innovations /2021 pp.137
    DOI: 10.21272/mmi.2021.4-11

Francesca De Canio, Davide Pellegrini, Maria Elena Aramendia-Muneta, The smartphoners: consumer segmentation by smartphone usage in "MERCATI E COMPETITIVITÀ" 1/2016, pp 123-144, DOI: 10.3280/MC2016-001007