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The smartphoners: consumer segmentation by smartphone usage

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  • Francesca De Canio
  • Davide Pellegrini
  • Maria Elena Aramendia-Muneta

Abstract

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.

Suggested Citation

  • Francesca De Canio & Davide Pellegrini & Maria Elena Aramendia-Muneta, 2016. "The smartphoners: consumer segmentation by smartphone usage," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(1), pages 123-144.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2016-001007
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    Cited by:

    1. Viktória Ali Taha & Tonino Pencarelli & Veronika Škerháková & Richard Fedorko & Martina Košíková, 2021. "The Use of Social Media and Its Impact on Shopping Behavior of Slovak and Italian Consumers during COVID-19 Pandemic," Sustainability, MDPI, vol. 13(4), pages 1-19, February.
    2. Francesca De Canio & Elisa Martinelli & Margherita Peruzzini & Sara Cavallaro, 2022. "Experiencing a Food Production Site Using Wearable Devices: The Indirect Impact of Immersion and Presence in VR Tours," Sustainability, MDPI, vol. 14(5), pages 1-17, March.

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