Aramendia Muneta, María Elena

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https://academica-e.unavarra.es/handle/2454/48555

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Aramendia Muneta

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María Elena

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Gestión de Empresas

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INARBE. Institute for Advanced Research in Business and Economics

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0000-0001-6167-3194

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88658

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6579

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Author: De Canio, Francesca × Subject: Cluster analysis ×

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    PublicationOpen Access
    The Smartphoners: consumer segmentation by smartphone usage
    (Italian Marketing Association, 2016) De Canio, Francesca; Pellegrini, Davide; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
    Smartphone usage is becoming an integral part of consumer' 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.