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

• Main Authors: Sri Daryanti, Kristina Uli Simanjuntak
• Format: Article
• Language: English
• Published: Universitas Indonesia 2016-06-01
• Series: South East Asian Journal of Management
• Subjects: Segmentation, Mobile internet segment, Cluster analysis, Product development management, Marketing management
• Online Access: http://journal.ui.ac.id/index.php/tseajm/article/view/7707
• ISSN: 1978-1989; 2355-6641

<div>This study strives to identify the market segment for mobile Internet based on</div><div>demographic characteristics and technology usage behavior attributes. Market&nbsp;</div><div>segment analysis is one of the most &nbsp;important &nbsp;factors for target market identification of&nbsp;</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. &nbsp;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>