Consumer preferences for mobile Internet: A comparative cross-national mixed methods study

Sungbum Kim1, Taeyong Yang2
1Graduate School of Innovation and Technology Management, Center for Science-based Entrepreneurship , Korea Advanced Institute of Science and Technology
2Graduate School of Innovation and Technology Management, Center for Science-based Entrepreneurship, Korea Advanced Institute of Science and Technology
Cite this article:  Kim, S., & Yang, T. (2012). Consumer preferences for mobile Internet: A comparative cross-national mixed methods study. Social Behavior and Personality: An international journal, 40, 1695-1712.

Volume 40 Issue 10 | e2559 | Published: November 2012 | DOI: https://doi.org/10.2224/sbp.2012.40.10.1695

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We use a mixed method to clarify current consumer preferences for mobile Internet and to predict the evolution of mobile Internet. In the first phase, we collected data by conducting focus group interviews with 115 French, German, Italian, and UK individuals aged between 18 and 49 years and analyzed the data using NVivo 7. In the second phase, we collected data using an online survey and analyzed quantitative data to verify and complement the qualitative findings. Qualitative analysis revealed that consumers perceive mobile Internet as a set of 6 service categories. Quantitative analysis showed different preferences across services. Correspondence analysis showed that there were intercountry differences in service preferences, adopter categories, and consumer attitudes. Our results have implications for network operators and mobile phone developers hoping to break into these markets.

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