A profile of mobile service users in a mature market: from “uninvolved pragmatics” to “potential switchers”

Purpose Mobile services are expanding rapidly, and in this tremendously dynamic environment, companies should provide value-added services to meet users’ demand. In this context, the study aims to determine whether different user groups exist in this market and profile them. Methodology Based on the information of 568 mobile service users, a research was developed in the context of a mature mobile services market – Spain. A behavior-based...