Lynn Lim of the School of Business and Social Science at Roehampton University, London and Mei Wen Chou and T.C. Melewar of the Brunel Business School at Brunel University in Middlesex, point out that while mobile internet usage has transformed leisure and business activities in an unanticipated manner over the last five years, there are few studies that have looked at the core user group - the so-called "Thumb Generation" who use their thumbs to control portable devices such as mobiles are also members of Generation Y and aged between 13 and 30 years old.
The researchers point out that mobile phone ownership is high among the younger generation particularly in the 11 to 21 range and that within this group, familiarity with and reliance on the evolution of mobile communications technology is widespread. Whereas older adults grew up with fixed, landline telephones, for the Thumb Generation mobile phones have become ubiquitous.
"This pragmatic generation is media-saturated, tech savvy, more aware of marketing hype and uses high-tech products for communication, shopping, working, studying or playing," the researchers suggest.
The researchers set out to answer several question regarding mobile internet usage: What factors will affect usage? How will these factors relate to actual usage? How are users being socially influenced to increase usage? And finally, how can future technologies enhance mobile internet and related applications?
The team surveyed a group of Generate Y-ers and found that there is a positive relationship between usability and usage. Clearer, and bigger colour screens for instance, as well as faster download speeds encourage more mobile internet usage. They also found that early adopters and those more likely to have other modern gadgets inevitably use the mobile internet more and this can depend on social group and the attitudes of family and friends. "When people lead this trendy lifestyle, the use of new technologies, including mobile internet, just fits in," the researchers add.
However, it was their final finding, related to pricing, which is perhaps most surprising. They thought that users who consider the price of mobile internet to be too high and that they lacked control over spending were expected to curtail their usage. Their research rejects outright this hypothesis: Mobile internet usage among Generation Y-ers seems independent of price.
The team concedes that such a finding is perhaps not as surprising as one might think given the apparent attitudes of this age group. "The Generation Y-ers might be in a stage of their life where they care less about the price of certain things, as long as it allows them to live their life the way they want to," they conclude.
Albert Ang | alfa
Smart Data Transformation – Surfing the Big Wave
02.12.2016 | Fraunhofer-Institut für Angewandte Informationstechnik FIT
Climate change could outpace EPA Lake Champlain protections
18.11.2016 | University of Vermont
In recent years, lasers with ultrashort pulses (USP) down to the femtosecond range have become established on an industrial scale. They could advance some applications with the much-lauded “cold ablation” – if that meant they would then achieve more throughput. A new generation of process engineering that will address this issue in particular will be discussed at the “4th UKP Workshop – Ultrafast Laser Technology” in April 2017.
Even back in the 1990s, scientists were comparing materials processing with nanosecond, picosecond and femtosesecond pulses. The result was surprising:...
Have you ever wondered how you see the world? Vision is about photons of light, which are packets of energy, interacting with the atoms or molecules in what...
A multi-institutional research collaboration has created a novel approach for fabricating three-dimensional micro-optics through the shape-defined formation of porous silicon (PSi), with broad impacts in integrated optoelectronics, imaging, and photovoltaics.
Working with colleagues at Stanford and The Dow Chemical Company, researchers at the University of Illinois at Urbana-Champaign fabricated 3-D birefringent...
In experiments with magnetic atoms conducted at extremely low temperatures, scientists have demonstrated a unique phase of matter: The atoms form a new type of quantum liquid or quantum droplet state. These so called quantum droplets may preserve their form in absence of external confinement because of quantum effects. The joint team of experimental physicists from Innsbruck and theoretical physicists from Hannover report on their findings in the journal Physical Review X.
“Our Quantum droplets are in the gas phase but they still drop like a rock,” explains experimental physicist Francesca Ferlaino when talking about the...
The Max Planck Institute for Physics (MPP) is opening up a new research field. A workshop from November 21 - 22, 2016 will mark the start of activities for an innovative axion experiment. Axions are still only purely hypothetical particles. Their detection could solve two fundamental problems in particle physics: What dark matter consists of and why it has not yet been possible to directly observe a CP violation for the strong interaction.
The “MADMAX” project is the MPP’s commitment to axion research. Axions are so far only a theoretical prediction and are difficult to detect: on the one hand,...
16.11.2016 | Event News
01.11.2016 | Event News
14.10.2016 | Event News
07.12.2016 | Health and Medicine
07.12.2016 | Life Sciences
07.12.2016 | Health and Medicine