Segmentation Applications in Telecommunications - Data Mining Techniques in CRM: Inside Customer Segmentation - page 321

Segment 3: Young - SMS Users (Figure 7.10)
Behavioral Profile
• Heaviest SMS usage, almost three times above the average.
• Low voice usage.
• Mostly use handsets for sending SMS messages. By far the highest percentage
of SMS calls and the lowest percentage of voice calls.
• Voice usage is predominantly incoming (perhaps as a result of receiving calls
from worried parents!).
• Voice calls are brief, as denoted by their ACD, which is the lowest among all
segments.
• More than comfortable with the new technologies, especially with technical
services such as MMS and events.
• Internet usage is the second highest.
Segment Size
19%
Figure 7.10 Cluster 3 profiling chart.