Abstract
Despite the increasing importance of wireless Internet use via Web-enabled mobile telephony, the relationship between consumers’ attitude and their demographic characteristics have been only cursorily examined. The objective of our study was to fill this gap, by applying a two-step cluster analysis in profiling mobile Internet adopters in Japan. The findings suggest that four clusters exist; they exhibit distinct profile patterns. Paradoxical results were found within one, affluent single youth, which was further divided into two clusters: freelance, highly educated professionals had the most negative perception of mobile Internet adoption, whereas clerical office workers had the most positive perception. Married housewives and company executives also exhibited a positive attitude toward mobile Internet usage.
| Original language | English |
|---|---|
| Pages (from-to) | 127-141 |
| Journal | Information & Management |
| Volume | 43 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 2006 |
Keywords
- Mobile internet
- Mobile marketing
- Mobile phone
- Marketing
- Japan