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The smartphoners: consumer segmentation by smartphone usage
Autori/Curatori: Francesca De Canio, Davide Pellegrini, Maria Elena Aramendia-Muneta 
Anno di pubblicazione:  2016 Fascicolo: 1  Lingua: Inglese 
Numero pagine:  22 P. 123-144 Dimensione file:  135 KB
DOI:  10.3280/MC2016-001007
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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.

Keywords: Smartphone, Consumer Segmentation, Functionalities, Device Usage, Lifestyle, Cluster Analysis

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Francesca De Canio, Davide Pellegrini, Maria Elena Aramendia-Muneta, in "MERCATI E COMPETITIVITÀ" 1/2016, pp. 123-144, DOI:10.3280/MC2016-001007


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