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11 January 2005
A perceived benefit-based segmentation of mobile phone users
IDC's What makes mobile users tick? The underlying factors of mobile phone usage and purchase criteria report proposes a segmentation of mobile phone users based on how the perceived benefit from using mobile phones are rated.
- Productivity and convenience are more frequently rated highest
- Safety and security tend to correspond to price-conscious users who favour simple, easy-to-use phones
- Style and status are considered more important by men than by women
Thus, while some people relish the increased productivity and convenience of having a mobile phone, others are merely satisfied with their heightened sense of safety and security when carrying these devices. Fortunately for mobile phone vendors and wireless service providers offering emerging value-added features sets and services, a full constituency of mobile users thrive on the style and status associated with owning the latest full-featured phones.
Posted at 11:41 PM in Usage of Mobile Phones | Permalink
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