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

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