What do we know about mobile Internet adopters? A cluster analysis

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.