The Smartphoners: Consumer Segmentation by Smartphone Usage.

Smartphone usage is becoming an integral part of consumers’ lifestyle. Over 50%
of the worldwide population own at least one smartphone and the adoption of mobile
technologies have reshaped the boundaries between online and offline.
This study aims to segment consumers by means of activities they perform on
personal mobile phones. By analysing 264 online questionnaires and using ten
smartphones’ functionalities, we identify five main Smartphoners’ profiles: Utility
Users, Gamers, Unfriendly Users, Moderator Users and Supersmartphoners.
Differences between smartphone users in terms of age, gender and area of residence,
as well as brand of the smartphone owned, hours of usage and reasons to use have
been investigated. Managerial and academic implications have been discussed.