Segmentation Matters: An Exploratory Study of Mobile Service Users

A1 Originalartikel i en vetenskaplig tidskrift (referentgranskad)


Interna författare/redaktörer


Publikationens författare: Anna Sell, Pirkko Walden, Christer Carlsson
Publiceringsår: 2011
Tidskrift: International Journal of Systems and Service-Oriented Engineering
Tidskriftsakronym: IJSSOE
Volym: 2
Nummer: 3
Artikelns första sida, sidnummer: 1
Artikelns sista sida, sidnummer: 17


Abstrakt

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.

Senast uppdaterad 2019-19-10 vid 03:10