THIS DOI METADATA WAS LAST UPDATED: 2024-01-10 22:57
Full Title
MERCATI E COMPETITIVITÀ
Publisher
FrancoAngeli
ISSN
1826-7386 (Printed Journal)
1972-4861 (Online Journal)
Journal Issue Number
1
Journal Issue Designation
1
Journal Issue Date (YYYY/MM)
2016/03
Full Title
The smartphoners: consumer segmentation by smartphone usage
By (author)
First Page
123
Last Page
144
Language of text
English
Publication Date
2016/03
Copyright
2016 FrancoAngeli srl
Introduction or preface
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.
Unstructured Citation
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),
Unstructured Citation
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).
Unstructured Citation
Banerjee A. and Ros A.J. (2004). Patterns in global fixed and mobile telecommunications development: a cluster analysis. Telecommunications
Policy, 28(2): 107-132.
https://doi.org/10.1016/j.telpol.2003.12.001
Unstructured Citation
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.
Unstructured Citation
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.
https://doi.org/10.1080/08874417.2013.11645647
Unstructured Citation
ComScore (2014). Retail is the Fastest Growing Usage Category on Smartphones in Italy. Available at: http://www.comscore.com/lat/Insights/Data-Mine/Retail-is-the-Fastest-Growing-Usage-Category-on-Smartphones-in-Italy (accessed 08/11/2015).
Unstructured Citation
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.
Unstructured Citation
De Gusta M. (2012). Are Smart Phones Spreading Faster than Any Technology in Human History? Available at: http://www.technologyreview.com/news/427787/are-smart-phones-spreading-faster-than-any-technology-in-human-history/(accessed 08/11/2015).
Unstructured Citation
Google (2012). The New Multi-Screen World. http://ssl.gstatic.com/think/docs/thenew-multi-screen-world-study_research-studies.pdf.
Unstructured Citation
GSMA (2015). The Mobile Economy. Available at: http://www.gsmamobileeconomy.com/GSMA_Global_Mobile_Economy_Report_2015.pdf (accessed 04/11/2015).
Unstructured Citation
Hair J.F., Rolph E., Anderson R.L., Tatham R.L. and William C.B. (1998). Multivariate Analysis. Englewood Cliffs, NJ: Prentice Hall International.
Unstructured Citation
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.
Unstructured Citation
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).
Unstructured Citation
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.
Unstructured Citation
Kotler P. (2003). Marketing Management. Evanston: Prentice Hall.
Unstructured Citation
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.
Unstructured Citation
Monti E. (2013). Million dollar expense: buying out the app store. Available at: https://gigaom.com/2013/09/29/million-dollar-expense-buying-out-the-app-store/(accessed 07/11/2015).
Unstructured Citation
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.
Unstructured Citation
Rogers E.M. (1995). Diffusion of Innovations (4th ed.). New York: the Free Press.
Unstructured Citation
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
https://doi.org/10.1109/ICMB-GMR.2010.77
Unstructured Citation
Smith W.R. (1956). Product differentiation and market segmentation as alternative marketing strategies. Journal of Marketing,
21(1): 3-8.
https://doi.org/10.1177/002224295602100102
Unstructured Citation
The Economist (2015). Planet of the phones. Available at: http://www.economist.com/news/leaders/21645180-smartphone-ubiquitous-addictive-and-transformativeplanet-phones (accessed 04/11/2015).
Unstructured Citation
Venkatesh R. (2015). Mobile Marketing From Marketing Strategy to Mobile Marketing Campaign Implementation. International Journal of Research, 2(2): 1175-1187.
Unstructured Citation
Wedel M. and Kamakura W.A. (2000). Market segmentation: Conceptual and methodological foundations (2nd ed.). New York: Springer
Science & Business Media.
https://doi.org/10.1007/978-1-4615-4651-1
Unstructured Citation
Zheng P. and Ni L.M. (2006). Spotlight: the rise of the smart phone. IEEE Distributed Systems Online, 7(3), art. no. 0603-03003
https://doi.org/10.1109/MDSO.2006.22