6533b7dbfe1ef96bd126f7d1

RESEARCH PRODUCT

Smartphone Usage Among Millennial in Finland and Implications for Marketing Segmentation Strategies: Lessons for Nigeria

Dandison C. UkpabiIsmaila Temitayo SanusiOladapo AinaSunday Adewale Olaleye

subject

Smart phoneInternet privacyNigeriasosiaalinen media050801 communication & media studiesComputer-assisted web interviewingMillennialsmartphone0508 media and communicationsMarket segmentationSuomi0502 economics and businessProfiling (information science)Social mediaDeveloped marketEmerging marketstargetingFinlandbusiness.industry05 social scienceskohderyhmätälypuhelimetsegmentointimarkkinointi050211 marketingThe InternetBusiness

description

The study examines smart phone usage by millennials based on different criteria of operating system, Wi-Fi, text messaging, internet surfing and social media. The study used quantitative methodology and data were gathered with online questionnaires with 391 young smartphone users in Finland. The Millennial were clustered into five levels. The results reveal the prominent status of profiling in a developed market and how marketers in emerging markets can apply segmentation and targeting strategies using instant messaging, text messages, email, mobile app, gamification and social media based on the profile of each segment. Nigerian policy makers should adopt a framework to make smartphone affordable for people as it constitutes a goldmine for marketing professionals on their segmentation and targeting strategies. peerReviewed

yearjournalcountryeditionlanguage
2018-01-01
https://doi.org/10.1007/978-3-319-98827-6_31