Africa's Mobile Commerce Segments: A Model-Based Cluster Analysis

Review of Business Research, Vol. 11, No. 4, pp. 38-44, 2011

8 Pages Posted: 9 Oct 2011 Last revised: 9 Jun 2014

See all articles by Godwin Ariguzo

Godwin Ariguzo

University of Massachusetts Dartmouth - Charlton College of Business

D. Steven White

University of Massachusetts at Dartmouth - Charlton College of Business

Date Written: October 17, 2011

Abstract

Mobile devices are rapidly becoming ubiquitous and enabling radical changes in communication modalities across the globe. From social media to political organizing to electronic commerce, mobile devices are drastically transforming the way people live and work all over the world. Using data from the 2010 International Telecommunications Union World Telecommunication/ Information and Communication Technology Indicators Database and the 2011 CIA World Factbook, the authors identify potential macro-level (country) segments for mobile commerce within Africa. Three variables, gross domestic product per capita, mobile cell phone use per 100 population and internet use per 100 population, are analyzed using model-based cluster analysis. Three distinct clusters are identified and offer an insight into the potential diffusion of mobile commerce and marketing efforts.

Keywords: Mobile Commerce, M-Commerce, Mobile Marketing, Africa, Model-Based Cluster Analysis

JEL Classification: F40, M30, O30

Suggested Citation

Ariguzo, Godwin and White, D. Steven, Africa's Mobile Commerce Segments: A Model-Based Cluster Analysis (October 17, 2011). Review of Business Research, Vol. 11, No. 4, pp. 38-44, 2011, Available at SSRN: https://ssrn.com/abstract=1940959

Godwin Ariguzo (Contact Author)

University of Massachusetts Dartmouth - Charlton College of Business ( email )

285 Old Westport Road
North Dartmouth, MA 02747
United States

D. Steven White

University of Massachusetts at Dartmouth - Charlton College of Business ( email )

Department of Management & Marketing
285 Old Westport Road
North Dartmouth, MA 02747-2300
United States
5089998267 (Phone)

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