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

Okazaki, Shintaro

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

Metadatos

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

Author: Okazaki, Shintaro

UAM Author: Okazaki Ono, Shintaro

Publisher: Elsevier B. V.

Date: 2006-03-01

Citation: Information & Management 43.2 (2006): 127-141

ISSN: 0378-7206

DOI: 10.1016/j.im.2005.05.001

Funded by: The financial support provided by the Yoshida Hideo Memorial Foundation (Tokyo).

Editor's Version: http://dx.doi.org/10.1016/j.im.2005.05.001

Subjects: Diffusion; i-Mode; Innovation; Internet; Japan; Mobile; Uses and gratifications; Economía; Empresa

URI: http://hdl.handle.net/10486/669682

Note: This is the author’s version of a work that was accepted for publication in Information & Management . Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Information & Management 43.2 (2006)DOI http://dx.doi.org/10.1016/j.im.2005.05.001

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.

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