Segmentation Analysis of Mobile Phone Users Based on Frequency of Feature Use

Abstract

The rising popularity of mobile phones in the South African population, currently 80% ownership (All media products survey, June 2010-July 2011), indicates both the importance of these devices and acceptance of mobile technology amongst this group, in which there is wide disparity in terms of socio-economic status. The high penetration of mobile phones presents this medium as an attractive platform for marketing communication activities. To implement effective marketing communication campaigns, using the various features hosted by mobile phones, requires understanding of a) which mobile phone features people have access to; b) which mobile phone features people make use of; and c) how often people use specific mobile phone features. The purpose of this study is to build segmentation profiles based on the mobile phone features people use and the frequency of use. These segments were compared on attitudinal and behavioural factors concerning the importance of mobile phones and social transformation within the context of a postmodern environment.