Journal title MERCATI E COMPETITIVITÀ
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
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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
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