The Smartphoners: consumer segmentation by smartphone usage

Date

2016

Authors

De Canio, Francesca
Pellegrini, Davide

Director

Publisher

Italian Marketing Association
Acceso abierto / Sarbide irekia
Artículo / Artikulua
Versión publicada / Argitaratu den bertsioa

Project identifier

Impacto
OpenAlexGoogle Scholar
No disponible en Scopus

Abstract

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.

Description

Keywords

Smartphone, Consumer segmentation, Functionalities, Device usage, Lifestyle, Cluster analysis

Department

Gestión de Empresas / Enpresen Kudeaketa / Institute for Advanced Research in Business and Economics - INARBE

Faculty/School

Degree

Doctorate program

item.page.cita

De Canio, F., Pellegrini, D., Aramendia-Muneta, M.E. (2016). The Smartphoners: consumer segmentation by smartphone usage. Mercati & Competitività, 1, 123-144. https://doi.org/10.3280/MC2016-001007.

item.page.rights

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