- 學位論文
Market Segmentation for Young Adult Smartphone User In Taiwan
Market Segmentation for Young Adult Smartphone User In Taiwan
摘要
The increase of smartphone user provides a future business for the mobile industry. Smartphone adoption was growing used widely by young generation and become the main market of the mobile industry in the future as potential buyers. This research purpose expects to identify market segments among Taiwanese young adults users, age between 17 to 25 years old and discover their demand of using smartphone. Based on the 250 participants in this study, the results found the 3 cluster with its own preference and budgets information for the young adult users. Budget within price range NT$5,000-NT$14,999 are the most acceptable price to buy smartphone, and NT$500-NT$1,499 for monthly internet bundling program. This study also found most of the respondents use social media, internet and music player with their smartphone. They also occasionally use smartphone while waiting, while in the transportation and boring time.
並列摘要
The increase of smartphone user provides a future business for the mobile industry. Smartphone adoption was growing used widely by young generation and become the main market of the mobile industry in the future as potential buyers. This research purpose expects to identify market segments among Taiwanese young adults users, age between 17 to 25 years old and discover their demand of using smartphone. Based on the 250 participants in this study, the results found the 3 cluster with its own preference and budgets information for the young adult users. Budget within price range NT$5,000-NT$14,999 are the most acceptable price to buy smartphone, and NT$500-NT$1,499 for monthly internet bundling program. This study also found most of the respondents use social media, internet and music player with their smartphone. They also occasionally use smartphone while waiting, while in the transportation and boring time.