Behavioural clustering of the cell phone users in various country markets Online publication date: Thu, 28-Mar-2019
by Matti J. Haverila; Kai Haverila
International Journal of Mobile Communications (IJMC), Vol. 17, No. 3, 2019
Abstract: Acknowledging Aoki and Downes (2003) cell phone behaviours, the significance of social ecological models and behavioural clustering, the existence of inter-market behavioural clusters in Finland, UAE, China, Canada and New Zealand were investigated. There were significant differences in the cell phone behaviours between the different age groups (in 19 out of 30 variables), genders (20/30) and different countries of residence (30/30) implying that these variables could be used as distinguishing variables regarding the existence of the cell phone behavioural clusters. This implies that the variables age, gender and country of residence do not efficiently discriminate the sample population in terms of the cell phone behaviour. Finally, the behavioural variables were used as the cluster variate in order to discover more viable cluster (segments) in the data set. The paper concludes with a discussion regarding the academic and managerial implications.
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