Title: Mobile Data Service usage and preference: an investigation of Australian consumers

Authors: Kieran O'Doherty, Sally Rao Hill, Marisa Maio Mackay, Jason McPherson

Addresses: The W. Maurice Young Centre for Applied Ethics, University of British Columbia, 2329 West Mall, Vancouver, BC V6T 1Z4, Canada. ' The Business School, Adelaide University, Adelaide, 5005 SA, Australia. ' m.net Corporation, 8 Leigh Street, 5000, Adelaide, Australia. ' Adelaide University, Adelaide, 5005 SA, Australia

Abstract: Understanding mobile phone users| behaviour and sentiment is essential for the commercial success of mobile content and information services. This paper aims to enhance this understanding through analysing data gathered from a consumer survey. We report on a broad survey of over 6000 Australian mobile phone users, covering respondents| behaviour and preferences on a range of variables relevant to the consumption of mobile content and information services. Findings from this research inform application developers, content aggregators, content owners, mobile telecommunication companies, handset manufacturers, analysts and other industry partners and may also help to establish guidelines for telecommunication carriers and government policy makers.

Keywords: mobile communications; MDS usage; MDS preference; mobile data services; Australia; consumer behaviour; mobile content; mobile phones; cell phones.

DOI: 10.1504/IJMC.2010.030523

International Journal of Mobile Communications, 2010 Vol.8 No.1, pp.106 - 127

Published online: 20 Dec 2009 *

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