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Segmentation of Mobile Internet Users in The Indonesian Context: Insight for Mobile Internet Product Development Management

South East Asian Journal of Management

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Title Segmentation of Mobile Internet Users in The Indonesian Context: Insight for Mobile Internet Product Development Management
 
Creator Sri Daryanti; Universitas Indonesia
Kristina Uli Simanjuntak
 
Subject Segmentation, Mobile internet segment, Cluster analysis, Product development management, Marketing management
 
Description This study strives to identify the market segment for mobile Internet based ondemographic characteristics and technology usage behavior attributes. Market segment analysis is one of the most  important  factors for target market identification of products or services. Segmentation analysis is also very crucial to the success of productdevelopment management to ensure that products reach their potential customers ortheir target market effectively with the right marketing strategies, thereby ensuringpeak profitability. In this segmentation research project, data were collected througha paper-based survey using nonprobability sampling among 232 respondents.  Basedon cluster analysis, the mobile Internet segment in Indonesia can be divided into fourgroups: savvy users (35.8%), loyal users (27.6%), value users (27.6%) and traditionalusers (9.9%). The study found that factors which clearly differentiate mobile Internetsegments are: mobile data usage during web browsing, communication activityincluding social media activity, game activity, and price sensitivity.
 
Publisher Department of Management, Faculty of Economics and Business, Universitas Indonesia
 
Contributor —
 
Date 2016-06-01
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/tseajm/article/view/7707
 
Source The South East Asian Journal of Management; Vol 10, No 1 (2016): April 2016
 
Language en
 
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