Adoption and Use of Mobile Services: Empirical Evidence from a Finnish Survey
HICSS '02 Proceedings of the 35th Annual Hawaii International Conference on System Sciences (HICSS'02)-Volume 3 - Volume 3
A Marketing Model for Mobile Wireless Services
HICSS '03 Proceedings of the 36th Annual Hawaii International Conference on System Sciences (HICSS'03) - Track 3 - Volume 3
Reality mining: sensing complex social systems
Personal and Ubiquitous Computing
Consumer behavior in the Italian mobile telecommunication market
Telecommunications Policy
Searching customer patterns of mobile service using clustering and quantitative association rule
Expert Systems with Applications: An International Journal
What do we know about mobile Internet adopters? A cluster analysis
Information and Management
Explaining Mobile Internet Services Adoption by Context-of-Use and Lifestyle
ICMB-GMR '10 Proceedings of the 2010 Ninth International Conference on Mobile Business / 2010 Ninth Global Mobility Roundtable
Mobile applications in an aging society: Status and trends
Journal of Systems and Software
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While customer segmentation for mobile services is typically based on demographics and reported use, smartphone measurement software enables to add directly observed user behavior. This explorative paper develops customer segmentation on relevant metrics from the perspective of network operators, handset manufacturers, and application developers. We analyze the results of a smartphone measurement project among 129 users using latent class analysis. The data are subsequently related to demographics and psychographics, to enable lifestyles. We find that several service clusters can be defined from the perspectives of the usage of the network (i.e. voice, SMS and data) and the usage of content services (i.e. URLs and applications). We demonstrate that such clusters can be related to demographic as well as psychographic segments. The results provide fine grained insights in market segments as well as new hypotheses about mobile behavior that are open for further testing. While being exploratory in nature, the study demonstrates the relevance of customer segmentation on smartphone measurement data.