Do you know Y? Mobile internet and the thumb generation
by Lynn L.K. Lim, Mei Wen Chou, T.C. Melewar
International Journal of Technology Marketing (IJTMKT), Vol. 3, No. 2, 2008

Abstract: Mobile Internet (MI) usage has transformed leisure and business activities to an unanticipated reception in the last five years. Many studies have researched the attitudes and intentions towards the usage of information technologies. Yet, empirical study on the MI usage and, in particular, using the mobile phone as an internet communication medium, has not been studied with the Generation Y-ers or the Thumb Generation. This generation is the core group for mobile usage. The study found that the usage of MI positively relates to the ease of use and the specific value gains from the usage. Individual differences, social influence, the speed of the wireless network and the mobility of use contexts have influenced both the usability and usage of MI. However, one of the key technology marketing factors, pricing, shows no impact on the usage of MI.

Online publication date: Fri, 20-Jun-2008

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