Factors Influencing Segmentation and Demographics of Mobile-Customers

Factors Influencing Segmentation and Demographics of Mobile-Customers

Anne-Marie Ranft (University of Technology, Australia)
DOI: 10.4018/978-1-59140-817-8.ch046
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This chapter addresses important factors for consideration when readying a mobile commerce business for global business, addressing both regional differentiation in demographics that influence classifications of customer segments, and differentiation in demographics within a region. Globally, not all customer segments have regular access to mobile commerce facilities, and even for those that do, other demographic factors can impede their potential as mobile-customers. When starting from an Anglo-centric perspective, it is vital to have awareness of global differences in culture, language, payment options, time zones, legal restrictions, infrastructures, product needs, and market growth that could either improve or inhibit mobile-customer uptake, and in the worst case, result in unexpected litigation.

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