An Exploratory Three Year Segmentation of Finnish Mobile Service Users

In this study we describe users of mobile phones and mobile services, based on three random samples from the years 2007, 2008 and 2009 which are valid representations of the Finnish general population. We carried out a detailed analysis of the sample for 2009 and used the results to do a first exploratory segmentation of Finnish mobile service users. Then we wanted to find out if the same segments could be found in the 2007 and 2008 samples as well or if there has been some evolution in the formation of user categories. The findings are potentially important both as mobile service providers do not appear to pay attention to the consumer segments and as changes in the major segments offer opportunities for either successes or disasters in the mobile services market. We add to the body of knowledge on mobile services as the results we have and the methods we use can be benchmarked in other countries and comparisons can contribute to a general understanding of the demand for mobile services.