Affiliation:
1. Åbo Akademi University, Finland
Abstract
Despite the penetration of mobile phones in the world the number of mobile services in actual use is – besides voice calls and SMS – rather few. In the study at hand, the authors describe users of mobile phones and mobile services and build the basis for segmentation of the consumer market based on a large random sample of the population. Selecting the correct segmentation base is one of the key steps in any segmentation procedure. The authors carried out life-style segmentation and found five segments – the skillful, the efficient, the trendy, the basic and the social – which offer a systematic description of the mobile consumers, and gives insight on how different users make use of mobile services. The findings are potentially important as mobile service providers do not appear to pay enough attention to consumer segments and the needs of the mobile service users.
Reference41 articles.
1. Aarnio, A., Enkenberg, A., Heikkilä, J., & Hirvelä, S. (2002). Adoption and use of mobile services: Empirical evidence from a Finnish survey. In Proceedings of the 35th Hawaii International Conference on System Sciences (pp. 1454-1463). Washington, DC: IEEE Computer Society.
2. Value creation in mobile commerce: Findings from a consumer survey.;B.Anckar;Journal of Information Technology Theory and Application,2002
3. Driving consumer acceptance of mobile marketing: A theoretical framework and empirical study.;H. H.Bauer;Journal of Electronic Commerce Research,2005
4. Evaluating market segmentation approaches
5. Comparing the implication of regulation and market conditions for actual and future use of advanced mobile data services. Comparing the Dutch, Finnish and Greek Markets.;H.Bouwman;International Journal of Mobile Communications,2009