Profiles of Spanish mobile shoppers

Abstract

The mobile phone is a marketing tool of great potential to companies due to their high market penetration and characteristics of interactivity, personalization, ubiquity, location and convenience. Our goal is to find out the profile of the mobile phone shopper according to trust, the lifestyle compatibility with mobile shopping, entertainment, customization, security and group influence. Likewise, groups are characterized according to sociodemographic characteristics. We will use information from surveys to 447 Spanish mobile shoppers