e-Infrastructure and e-Services for Developing Countries. 9th International Conference, AFRICOMM 2017, Lagos, Nigeria, December 11-12, 2017, Proceedings

Research Article

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

  • @INPROCEEDINGS{10.1007/978-3-319-98827-6_31,
        author={Sunday Olaleye and Ismaila Sanusi and Dandison Ukpabi and Oladapo Aina},
        title={Smartphone Usage Among Millennial in Finland and Implications for Marketing Segmentation Strategies: Lessons for Nigeria},
        proceedings={e-Infrastructure and e-Services for Developing Countries. 9th International Conference, AFRICOMM 2017, Lagos, Nigeria, December 11-12, 2017, Proceedings},
        proceedings_a={AFRICOMM},
        year={2018},
        month={8},
        keywords={Smartphone Millennial Social media Segmentation Targeting},
        doi={10.1007/978-3-319-98827-6_31}
    }
    
  • Sunday Olaleye
    Ismaila Sanusi
    Dandison Ukpabi
    Oladapo Aina
    Year: 2018
    Smartphone Usage Among Millennial in Finland and Implications for Marketing Segmentation Strategies: Lessons for Nigeria
    AFRICOMM
    Springer
    DOI: 10.1007/978-3-319-98827-6_31
Sunday Olaleye1,*, Ismaila Sanusi2,*, Dandison Ukpabi3,*, Oladapo Aina4,*
  • 1: University of Oulu
  • 2: University of Eastern Finland
  • 3: University of Jyväskylä
  • 4: Kingfisher Plc
*Contact email: sunday.olaleye@oulu.fi, ismails@uef.fi, dandison.c.ukpabi@jyu.fi, oladapo@aina.me

Abstract

The study examines smart phone usage by millennial 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.