Segmentation of Smartphone Users Based on Psychological Factors

Item Type Conference or Workshop Item (Paper)
Abstract This study uses exploratory research to develop a taxonomy of smartphone users from the perspective of mobile marketing (MM) and based on nine segmentation criteria identified through a systematic literature review. Based on a two-step cluster analysis, an exploratory factor analysis identifies four segmentation factors with statistical significance: smartphone self-efficacy, mobile-specific innovativeness, mobile users’ information privacy concerns, and personal attachment to the smartphone. These factors are used for cluster analysis of a sample of 1,535 Swiss smartphone users across all ages. Thereby, six different segments of smartphone users were discovered: Always on Techno-Innovators, Abstemious and Anxious Conventionalists, Pragmatic and Competent Cowards, Innocent Late-Night Surfers, Mobile Junkies, Thoughtless Mobile Geeks. The clusters were compared with respect to demographics, used smartphone operating system, ownership of mobile devices, smartphone usage time, number of installed and regularly used apps, frequency of performed smartphone activities, interaction with companies, as well as perception and reception of MM instruments.
Authors Stanoevska-Slabeva, Katarina; Lenz-Kesekamp, Vera Kristina; Wozniak, Thomas & Schaffner, Dorothea
Language English
Subjects social sciences
HSG Classification contribution to scientific community
HSG Profile Area SoM - Business Innovation
Date 25 May 2018
Event Title 68th Annual ICA Conference
Event Location Prague
Event Dates 24.05.2018 - 28.05.2018
Depositing User Prof. Dr. Katarina Stanoevska
Date Deposited 12 May 2018 16:47
Last Modified 20 Jul 2022 17:35
URI: https://www.alexandria.unisg.ch/publications/254178

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Stanoevska-Slabeva, Katarina; Lenz-Kesekamp, Vera Kristina; Wozniak, Thomas & Schaffner, Dorothea: Segmentation of Smartphone Users Based on Psychological Factors. 2018. - 68th Annual ICA Conference. - Prague.

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https://www.alexandria.unisg.ch/id/eprint/254178
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