Australian Mobile User Segmentation Based on Usage and Purchasing Measurements

The smartphone application market is among the fastest growing markets in the technology industry, it is now valued at over 70 billion dollars since its inception in 2008. Today, over billion people use mobile apps from different countries and backgrounds. The aim of this study is to investigate Australian consumer mobile app usage and purchasing behavior in Google Play Store based on their gender, age and discretionary income. Australian mobile app users were invited to participate in the study and fill in a questionnaire regarding their mobile app usage and purchasing preferences. Their responses were analysed using paired sample t-test analyses. Notable findings are 1) women play mobile games for longer hours than men, yet spend the same money on the games 2) Younger age groups (18-34 years old) spend more time playing and more money on mobile games than older age groups (35-64 years old) 3) Consumer with more discretionary income spend more time playing mobile games than consumers with less discretionary income 4) Consumer with more discretionary income spend more money on mobile applications and games than consumers with less discretionary income.