DIESE DOI-METADATEN WURDEN ZULETZT AKTUALISIERT AM: 2024-01-10 22:57
Vollständiger Titel
MERCATI E COMPETITIVITÀ
Verlag
FrancoAngeli
ISSN
1826-7386 (Gedruckte Zeitschrift)
1972-4861 (Online-Zeitschrift)
Nummer der Ausgabe
1
Andere Beschreibung der Ausgabe
1
Erscheinungsdatum der Ausgabe (YYYY/MM)
2016/03
Vollständiger Titel
The smartphoners: consumer segmentation by smartphone usage
Von (Autor)
Erste Seite
123
Letzte Seite
144
Sprache des Textes
Englisch
Erscheinungsdatum
2016/03
Copyright
2016 FrancoAngeli srl
Vorwort
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.
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