Segmentation of Mobile Internet Users in The Indonesian Context: Insight for Mobile Internet Product Development Management
<div>This study strives to identify the market segment for mobile Internet based on</div><div>demographic characteristics and technology usage behavior attributes. Market </div><div>segment analysis is one of the most important factors for t...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Universitas Indonesia
2016-06-01
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| Series: | The South East Asian Journal of Management |
| Subjects: | |
| Online Access: | http://journal.ui.ac.id/index.php/tseajm/article/view/7707 |
| Summary: | <div>This study strives to identify the market segment for mobile Internet based on</div><div>demographic characteristics and technology usage behavior attributes. Market </div><div>segment analysis is one of the most important factors for target market identification of </div><div>products or services. Segmentation analysis is also very crucial to the success of product</div><div>development management to ensure that products reach their potential customers or</div><div>their target market effectively with the right marketing strategies, thereby ensuring</div><div>peak profitability. In this segmentation research project, data were collected through</div><div>a paper-based survey using nonprobability sampling among 232 respondents. Based</div><div>on cluster analysis, the mobile Internet segment in Indonesia can be divided into four</div><div>groups: savvy users (35.8%), loyal users (27.6%), value users (27.6%) and traditional</div><div>users (9.9%). The study found that factors which clearly differentiate mobile Internet</div><div>segments are: mobile data usage during web browsing, communication activity</div><div>including social media activity, game activity, and price sensitivity.</div> |
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| ISSN: | 1978-1989 2355-6641 |