Smartphone Usage Among Millennial in Finland and Implications for Marketing Segmentation Strategies : Lessons for Nigeria
Olaleye, S. A., Sanusi, I. T., Ukpabi, D., & Aina, O. (2018). Smartphone Usage Among Millennial in Finland and Implications for Marketing Segmentation Strategies : Lessons for Nigeria. In V. Odumuyiwa, O. Adegboyega, & C. Uwadia (Eds.), e-Infrastructure and e-Services for Developing Countries. AFRICOMM 2017 : Proceedings of the 9th International Conference on e-Infrastructure and e-Services for Developing Countries, Lagos, Nigeria, December 11-12, 2017 (pp. 327-341). Springer. Lecture Notes of the Institute for Computer Sciences, Social Informatics and Telecommunications Engineering, 250. https://doi.org/10.1007/978-3-319-98827-6_31
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Lecture Notes of the Institute for Computer Sciences, Social Informatics and Telecommunications EngineeringDate
2018Copyright
© ICST Institute for Computer Sciences, Social Informatics and Telecommunications Engineering 2018
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.
Publisher
SpringerParent publication ISBN
978-3-319-98826-9Conference
International Conference on e-Infrastructure and e-Services for Developing CountriesIs part of publication
e-Infrastructure and e-Services for Developing Countries. AFRICOMM 2017 : Proceedings of the 9th International Conference on e-Infrastructure and e-Services for Developing Countries, Lagos, Nigeria, December 11-12, 2017ISSN Search the Publication Forum
1867-8211Keywords
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https://converis.jyu.fi/converis/portal/detail/Publication/28252985
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