An Analytic Study on the Lifestyles of Mobile Internet Users for Invigorating the Mobile Shopping

In this study, the inclinations of ever-increasing mobile internet users have been classified by investigating their individual lifestyles in an attempt to provide systematic and objective data to the domestic mobile shopping industry which is expected to grow to be a market size of approximately KRW 7.6 trillion in 2014, where the total number of the current domestic internet users is reaching about 40 million based on the number of subscribers of the nation's three mobile carriers. The study was carried out through empirical analyses on new concepts of the mobile internet users' lifestyles on the basis of the i-VALS concept study of which the subjects were internet users. And as a result, lifestyle types of mobile internet users have been classified as ① the mania type, ② the sociability-oriented type, ③ the practical utilization type, ④ the self complacency type, and ⑤ the shopping-oriented type. Accordingly, it has been made possible to provide enterprises with more systematic and objective basic data derived on the basis of the characteristics of mobile internet users' lifestyles in order to help enterprises with their establishment of market segmentation strategies for promoting the invigorated mobile shopping in the future.