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Cellulographics©: A novel smartphone user classification metrics / Department of Business
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D9 - Cellulographics©: A novel smartphone user classification metrics
Prateek Kalia

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
2
Copyright
This concept is based on Copyright No. L-68022/2017 (Copyright Division, Department of Industrial
Policy & Promotion, Ministry of Commerce and Industry, India).

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
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Publication
Kalia, P., Dwivedi, Y. K., & Acevedo-Duque, Á. (2022). Cellulographics©: A novel smartphone user
classification metrics. Journal of Innovation & Knowledge, 7(2), 100179.
https://doi.org/https://doi.org/10.1016/j.jik.2022.100179

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
4
Trending as a most popular article since its publication in JIK (WOS Q1, IF=18.1)

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
5
In news
̶https://www.econ.muni.cz/en/news/cellulographics-is-a-great-new-tool-to-measure-smartphone-use
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Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
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Minute-to-minute program
̶Basic introduction (10 mins) 9.00-9.10
̶Theoretical elaboration (60 mins) 9.10-10.10
̶Instruction for practical task (20 mins) 10.10-10.30
̶Break (30 mins) 10.30-11.00
̶Creating conceptual models (60 mins) 11.00-12.00
̶Presentation of conceptual models (60 mins) 12.00-13.00

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
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When did you meet a person without a smartphone recently?
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Let us start with
some statistical
Information related
to smartphones

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
8
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Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
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BRICS
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Brazil ü
Russia ü
India ü
China ü
South Africa χ

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
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Do you notice BRICS here?
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Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
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̶Major seminal works on segmentation/classification.
̶Cellulographics© conceptual model
̶Creating a research model incorporating cellulographics
Agenda. Understanding Cellulographics©
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Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
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1662
Demographics
John Graunt
1855
Demographics
Achille Guillard
1956
Segmentation
Wendell R. Smith
1971
Psychographics
Emanuel H. Demby
1985
Technographics
Edward Forrest
2001
Webographics
Joshua Grossnickle
Oliver Raskin
2022
Cellulographics
Author
Behavioural
Brand loyalty: Ross M. Cunningham (1956)
Benefit segmentation: Russell I. Haley (1961)
Usage segmentation: Dik Warren Twedt (1964)
1964
Major seminal works on segmentation/classification.

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
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Geographic
̶Region Pacific, Mountain, West North Central…
̶City or metro size Under 4,999; 5,000–19,999; 20,000–49,999..
̶Density Urban, suburban, rural
̶Climate Northern, southern
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Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
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John Graunt (1620-1674): The Father of Demography
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Natural and Political Observations Upon the Bills of Mortality, 1662

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
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Achille Guillard (1799-1876)
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In 1855, a Belgian scholar Achille Guillard defined demography as the natural and social history of
human species or the mathematical knowledge of populations, of their general changes, and of their
physical, civil, intellectual, and moral condition.

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
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Wendell R. Smith
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Smith, W. R. (1956). Product Differentiation and Market Segmentation as Alternative Marketing
Strategies. Journal of Marketing, 21(1), 3–8.

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Cellulographics©: A novel smartphone user classification metrics / Department of Business
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Demographic
̶Age Under 6, 6–11, 12–19, 20–34, 35–49, 50–64, 65
̶Family Size 1–2, 3–4, 5
̶Family life cycle Young, single; young, married, no children..
̶Gender Male, female
̶Income Under $9,999; $10,000–$14,999; $15,000–$19,999..
̶Occupation farmers; retired; students; homemakers; unemployed
̶Education high school graduate; some college; college graduate
̶Religion Catholic, Protestant, Jewish, Muslim, Hindu, other
̶Race White, Black,Asian, Hispanic

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
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Demographic (Contd..)
̶Generation Baby boomers, Generation Xers
̶Nationality British, French, German, Italian, Japanese
̶Social class Lower, working, middle, upper

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
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Psychographic
̶Lifestyle Straights, swingers, longhairs
̶Personality Compulsive, gregarious, authoritarian, ambitious
̶Values and attitude
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Demby, E. H. (1971). Psychographics: Who, What, Why, When, Where and How. In C. W. King & D. Tigert
(Eds.), Attitude Research Reaches New Heights, Proceedings of the Attitude Research Conference.
Arnold Mitchell (February 18, 1918 – July 17, 1985) was a social scientist and consumer futurist
who worked for SRI International and created a noted psychographic methodology, Values, Attitudes
and Lifestyles (VALS).

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
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Behavioral
̶Occasions Regular occasion, special occasion
̶Benefits Quality, service, economy, speed
̶User status Nonuser, ex-user, potential user, first-time user, regular user
̶Usage rate Light user, medium user, heavy user
̶Loyalty status None, medium, strong, absolute
̶Readiness stage Unaware, aware, informed, interested, desirous, intending to buy
̶Attitude toward product Enthusiastic, positive, indifferent, negative, hostile
̶

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
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Behavioural
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Haley, R. I. (1968). Benefit Segmentation: A Decision-oriented Research Tool. Journal of Marketing,
32(3), 30–35.
Cunningham, R. M. (1956). Brand loyalty, what, where, how much? Harvard Business Review, 34(1),
116–128.
Twedt, D. W. (1964). How Important to Marketing Strategy Is the "Heavy User"? Journal of Marketing,
28(1), 71–72.

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Cellulographics©: A novel smartphone user classification metrics / Department of Business
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Other segmentations
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Technographics:
Edward Forrest
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Webographics: Joshua Grossnickle and Oliver Raskin
Grossnickle, J., & Raskin, O. (2001). Handbook of Online Marketing Research. New York: McGraw-Hill.
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Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
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Cellulographics: The new metrics
̶The traditional segmentations are getting dated because consumers are migrating to smartphones for
their daily online activities. Smartphones are versatile, portable, and 24/7 accessible. Worldwide,
smartphone subscription is expected to grow to 7216 million users by 2026 (Statista, 2021), but
there is no classification metrics based on smartphone use to date. To fill this gap
‘Cellulographics’ has been proposed and defined as below.
̶

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
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Definition
̶Cellulographics is a term developed for behavioral classification of smartphone users based on
smartphone experience (SE), smartphone use skill (SUS), smartphone internet experience (SIE),
smartphone use periods (SUP), smartphone screen time (SST), smartphone use frequency (SUF),
smartphone use activities (SUA), and smartphone use location (SUL). These terms are explained
below.

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
25
Cellulographics© conceptual model

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
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Smartphone experience (SE)
̶It is the number of years an individual is using a smartphone. This criterion is important because
the length of usage, familiarity, compatibility of the innovation with past experiences, existing
values, needs, expertise, background, and prior knowledge can inhibit or motivate technology use.

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
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Smartphone use skill (SUS)
̶It is an individual’s self-assessment of the ability and proficiency to use the smartphone. Due to
differences in culture, social environment, personal characteristics, technological context, etc.,
information communication and technology (ICT) skills may vary in individuals.

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
28
Smartphone internet experience (SIE)
̶It is an individual’s internet experience through a smartphone. Marketers are trying to provide a
seamless mobile internet experience to the users (Asunmaa et al., 2002). Advantages like, mobility,
lightweight, long battery life, instant-on capability, high-definition touch screen, and
interactivity are leading to higher smartphone dependency and gratifications.

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
29
Smartphone use periods (SUP)
̶It is the time when the user indulges in smartphone use in a day, like morning (6:01 to 12:00),
afternoon (12:01 to 18:00), evening (18:01 to 0:00), and night (01:00 to 6:00) (MAEN). Researchers
believe that differences may exist in total daily duration, number of uses, and use length at
different times of the day.

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
30
Smartphone screen time (SST)
̶It is the time measured in the number of hours or minutes per day, spent by an individual on
smartphone use. Researchers believe that screen time is one of the effective methods for
determining technology usage.

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
31
Smartphone use frequency (SUF)
̶It is the number of use sessions in a specific time period or the number of times an individual
checks his or her smartphone. SUF is also one of the important criteria to access technology usage.

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
32
Smartphone use location (SUL)
̶It is the location from where an individual uses the smartphone or access the internet through it,
such as home, office, leisure place, etc. Locational categories (shopping, movie and shows, work
and education, recreation and amusement, food and drink, and sports and exercise) proposed by Exler
et al. (2016) are quite balanced.

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
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Smartphone use activities (SUA)
̶A smartphone is a versatile device, it can be used for a variety of work or leisure activities.
Elhai et al. (2016) proposed an extensive  list that includes 11 activities which are, voice/video
calls, email, texting/instant messaging, internet/websites, social networking sites, games,
music/podcasts/radio, watching video/tv/movies, taking pictures or videos, maps/navigation and
reading books/magazines.

Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
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Future
̶This concept can be applied to any field of study without limitations, where smartphone use is
involved. For example, medicine (sleep and health issues due to smartphone use), psychology
(smartphone addiction), business management (mobile commerce), computers (human-computer
interactions), etc.
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Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
35
Any questions?
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Adobe Systems
Cellulographics©: A novel smartphone user classification metrics / Department of Business
Management
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Some real practice now !
̶Task
̶To create a research model incorporating cellulographics and your field of interest.
̶Be original and creative, don’t copy.
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