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.
The Smartphoners: Consumer Segmentation by Smartphone Usage / De Canio, Francesca; Pellegrini, Davide; Aramendia-Muneta, M. Elena. - In: MERCATI E COMPETITIVITÀ. - ISSN 1826-7386. - 1:(2016), pp. 125-146. [10.3280/MC2016-001007]
The Smartphoners: Consumer Segmentation by Smartphone Usage.
De Canio, Francesca
;
2016
Abstract
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.
| File | Dimensione | Formato | |
|---|---|---|---|
|
2016 M&C, De canio et al., THE SMARTPHONERS CONSUMER.pdf
Open access
Tipologia:
Versione pubblicata dall'editore
Dimensione
660.24 kB
Formato
Adobe PDF
|
660.24 kB | Adobe PDF | Visualizza/Apri |
Pubblicazioni consigliate
I metadati presenti in IRIS UNIMORE sono rilasciati con licenza Creative Commons CC0 1.0 Universal, mentre i file delle pubblicazioni sono rilasciati con licenza Attribuzione 4.0 Internazionale (CC BY 4.0), salvo diversa indicazione.
In caso di violazione di copyright, contattare Supporto Iris
