What do we know about mobile Internet adopters? A cluster analysis [An article from: Information & Management]

This digital document is a journal article from Information & Management, published by Elsevier in . The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.

Description:
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.