This is amongst the first works to develop a technographic segmentation of smartphone users attending music festivals based on attitudes, motivations and usage patterns. We also aim to describe festivalgoers’ characteristics.
The data were collected from 522 festivalgoers who attended the Rainforest World Music Festival (RWMF) in Malaysia. A two-stage cluster analysis of Ward’s method and k-means was applied to develop technographic segmentation during the festival. Using discriminant analysis, we confirmed that each festivalgoer’s characteristics differ amongst groups.
Four technographic segments were developed: alarm hitters, technological tickers, plug pullers and fuse blowers. The results confirmed that festivalgoers had distinct characteristics and preferences based on smartphone use.
We extend previous research on the technographic segmentation of smartphones and festivalgoers. We highlighted the limitations of cluster analysis in terms of stability to produce a suitable number of segments and to include other festivals. The generalisability of the results may be constrained by the time gap between data collection and publication.
Our results can help marketing managers understand the needs of segments by selecting appropriate advertisements and promotional tools that appeal directly to the desired target segments.
This study will help local communities increase their revenue and job opportunities. The culture of music festivals for the next generation can be sustained and promoted by local and international festival lovers.
This study is the first to present festivalgoers' use of the technographic segmentation term in music festivals.
