Characteristics of Dual Product Users: The Case of Mobile Phone Market

1. IntroductionThe diffusion of smartphones in Japan began in earnest with the launch of the iPhone. However, this diffusion led to the focus on certain types of users. These users are called "dual product users" (DPUs) because they own simultaneously two different types of mobile phone. For example, DPUs use a feature phone and a smartphone or use two types of smartphones, an iPhone and an Android phone. This study conducted a questionnaire survey of consumers to analyze consumers' knowledge of mobile phones in particular. The results of the analysis revealed that consumers who own multiple products at any one time possess a high degree of knowledge.The structure of this paper is as follows. First, we introduce existing research on product knowledge (e.g., Alba & Hutchinson, 1987) and mention literature and data on Japanese mobile phone market. Second, we describe the method of analysis in this study, after which results of the analysis are presented. Finally, the results of the analysis are interpreted, and the contributions and limitations of the study are discussed.2. Literature ReviewMobile phone market in JapanFirst, we overview the mobile phone market in Japan. As feature phone specifications in Japan have improved, new e-mail and camera functions have been added consecutively (Morishima, 2006). However, iPhone and other smartphones have replaced highly functional feature phones.Accordingly, A Nikkei BP Consulting survey (2014) provided some interesting findings. This survey revealed that 7.7% of all mobile phone users own more than two mobile phones. Of those users with multiple mobile phones, 22.1% had multiple smartphones, and approximately 56.6% of this group had both of these.1 Studies, such as Rogers (1962), have assumed that in a durable goods market, one consumer essentially owns a branded good. Therefore, the fact that the mobile phone market in Japan has users who own multiple products is interesting.To examine the characteristics of these consumers, this study first defines a DPU as a person who simultaneously owns and uses different types of mobile phones (feature phones, iPhone, and other types of smartphone). We then clarify the characteristics of these users and explain the reasons for the occurrence of this phenomenon.Characteristics of dual product usersThis study conducts an analysis from several perspectives to uncover the characteristics of DPUs. Gender and age are essential characteristics. Another important factor is consumer knowledge (e.g., Alba & Hutchinson, 1987, 2000). In marketing theory, consumer knowledge is considered to significantly influence consumer buying behavior (e.g., Katsumata & Nishimoto, 2016; Nishimoto, 2015; Peter & Olson, 2010; Wada, Onzo, & Miura, 2012). Therefore, this study focuses on consumer knowledge, which is also useful from the perspective of deriving the implications of corporate marketing activities.Some previous studies have indicated that consumer knowledge impacts consumers' information processing (e.g., Nishimoto, 2015). Users who possess a high level of consumer knowledge can easily process information related to those products (e.g., Nishimoto, 2015). In other words, users with a high level of consumer knowledge may be able to rapidly deal with and process information on the details of products. Therefore, they can selectively use these products simultaneously. This study uses the aforementioned factors of gender, age, and consumer knowledge in its analysis.3. Comparing DPUs' Consumer Knowledge with That of Other UsersResearch targetThis study focuses on the mobile phone market in Japan. The survey research was conducted in 2013. The number of respondents was 700. Of this, 56.1% were male and 43.9% were female, with an average age of 46.49. This study identifies the characteristics of DPUs using the results of the survey.First, we defined usage patterns for mobile phones. …