From Digital Divide to Facebook Divide, Reconstruct Our Target Market Segments with Facebook Native and Facebook Immigrant
Jaipuria International Journal of Management Research (January-June, 2017), 3(1), 08-18
11 Pages Posted: 10 Jun 2017 Last revised: 21 Mar 2018
Date Written: February 10, 2017
Digital divide emerge since early nineties when popular internet come to age. People forty-five or older then forty-five years-old are less likely to have internet access during their time as university students, and they are most likely to obtain web-based Internet related knowledge thereafter formally. The age of forty-five can be regard as the turning point age to distinguish people who may or may not have lesser knowledge on using the web-based Internet. The availability of Smartphone for the last 10 years help to increase the internet penetration rate and it also contribute to a wider digital divide. Facebook is the number on online social network in terms of usage in most of the top fifties countries. From 2004 onward students who joined Facebook are Facebook natives, while people who join and acquire Facebook skills outside collage and thereafter are Facebook immigrants. Facebook native and Facebook immigrant are the two major market segments, which marketers are dealing with in current years.
Keywords: segmentation, marketing, digital divide, social media, facebook, native
JEL Classification: M00, M3, Z13
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