An Exploratory Analysis of Market Segmentation and Young Mobile Phone Consumers in Nigeria

  • Okonkwo Deborah Chinwendu Lecturer, Department of Marketing, University of Nigeria, Enugu Campus, Nigeria
Keywords: : Segmentation, Targeting, Positioning, Mobile phones, Young consumers, Target market, Market segment


Purpose - The subject of market segmentation with respect to the use of mobile phones is an area that offers promising insights to strategic marketing decisions. The principles of market segmentation as established and grounded in marketing theory contain a multi-dimensional task of segmenting, targeting and positioning. Since telecommunications has inevitably transformed the entire well – being of man, of whom the young people are an interesting category, there has been a rising interest on various patterns of mobile phone usages among young consumers. This study therefore focuses on identifying various segments inherent within the younger consumers’ category in order to aid the formulation and implementation of adequate strategic marketing decisions.

Design/methodology/approach - This study adopts the exploratory research approach as it attempts to get a general grasp of issues revolving around target market segmentation, as it relates to mobile phone usage patterns among young consumers. Secondary data was used and analysed vis-à-vis the outcome of a segmentation exercise previously conducted by a field expert.

Findings - This study has adapted the six very important segments inherent among young mobile phone users vis: ‘talk n texters’, ‘gaming youths’, ‘talkative trendies’, ‘aspiring to be accepted’, ‘sophisticated careerists’, and ‘international  business users’ and practically related them to the Nigerian younger consumers context.

Practical Implications - The implication of this study for marketing practice is that organizational decisions are better guided as it becomes a lot easier to make target marketing decisions. Besides, the differing characteristics among the young mobile phone users category have been made more visible, necessitating the design of a more focused product offering suitable to each consumer category.

Originality/ValueThis study is a unique effort directed at an area of concern in marketing with very little or no attention accorded to it within the Nigerian market. It captures an interesting segment of the Nigerian mobile technologies market and presents a framework that offers a good basis for much more complex research activities in the nearest future.


Adikari, P (2013). “Determinants of mobile phone demand among university students.” Global Journal of Human Social Sciences
Baker, M & Saren, M (2010). Marketing theory – A student text. (2nd edition). London: Sage Publications Ltd
Boone, L & Kurtz, D (1992). Contemporary marketing (7th edition). USA: The Dryden Press
Brassington, F &S Pettitt, S (1997). Principles of marketing. London: Pitman Publishing
Campbell, S (2006). “Perception of mobile phones in college classrooms: Ringing, cheating, and classroom policies.” Communication Education, Vol 55
Churchill, G & Peter, P (1998). Marketing: Creating value for customers (2nd edition). USA: McGraw-Hill Company
DAE Scoreboard (2013). “The mobile use of the internet by individuals and enterprises”
Dibb, S (1997). Marketing: Concepts & strategies (3rd edition). USA: Houghton Mifflin Company
Ericson Mobility Report Sub Saharan Africa (2014)
GSMA Intelligence (2014). “Country overview:”
Head, M &S Ziolkowski, N (2012). “Understanding student attitudes of mobile phone features among students in Isfahan University of medical sciences in Iran. SCIMETR ,Vol 2 (3)
Hollenson, S (2003). Marketing management – A relationship approach. Edinburgh: Prentice Hall
Informa Telecoms & Media (2013).
Jambulingam, M & Sorooshian, S (2013). “Usage of mobile features among undergraduates and mobile learning.” Current Research Journal of Social Sciences
James, J & Versteeg, M (2007). “Mobile phones in Africa: How much do we really know?” Social Social Indicators Research, Vol 84(1)
Jeffrey, H & Scott, T (2013). “The impact of mobile phone usage on student learning”. Communication Education, Vol 62 (3)
Jobber, D (1998). Principles and practice of marketing (2nd edition). England: McGraw-Hill Publishing Company
Kotler, P (1999). Principles of marketing (2nd edition). USA: Prentice Hall
Lamb, C (2004). Marketing (7th edition). Canada: SouthWestern
Onwuemele, A (2011). “Impact of mobile phones on rural livelihoods assets in rural Nigeria: A case study of Ovia North East Local Government Area.” Journal of Research in National Development, Vol 9(2)
Power, M & Horstmanshof, L (2004). “YYSSW (Yeah, yeah, sure, sure, whatever): Keeping and supporting Relationships through SMS text messaging - Human communication and technology communication. National Communication Association Annual Convention, Chicago, Illinois
Pride, W & Ferrel, O (1995). Marketing: Concepts and strategies (9th edition). USA: Houghton Mifflin Company
Quinn, L (2009). “Market segmentation in managerial practice: A qualitative examination.” Journal of Marketing Management. Vol 25 (3-4)
Ransford, M (2009). “Survey finds smart phones transforming mobile lifestyles of college student.” Retrieved from
Siddique, Z & Jamil, A (2013). “Product features affecting buying decision for mobile phone handset: A study on tertiary students segment in Bangladesh”. European Journal of Business and Management, Vol 5 (25)
Soomro, H & Ghumro, I (2013). “An analysis of consumer behaviour in mobile phone market in Sindh.” European Scientific Journal, Vol 9
Sub-Saharan Africa Mobile Observatory (2012)
Tedlown, R (1990). The story of mass marketing in America. New York: Basic Books
Terragon Limited (2013). “State of digital media Nigeria”
Wind, Y (1980). “Going to market: New twist for Some old tricks.” Wharton Magazine
How to Cite
Chinwendu, O. D. (2018). An Exploratory Analysis of Market Segmentation and Young Mobile Phone Consumers in Nigeria. International Journal of Marketing Research Innovation, 2(2), 30-37.
Original Articles/Review Articles/Case Reports/Short Communications

Most read articles by the same author(s)

Obs.: This plugin requires at least one statistics/report plugin to be enabled. If your statistics plugins provide more than one metric then please also select a main metric on the admin's site settings page and/or on the journal manager's settings pages.