Age cohort analysis in adoption of mobile data services: gen Xers versus baby boomers

  • Yang K
  • Jolly L
  • 2

    Readers

    Mendeley users who have this article in their library.
  • N/A

    Citations

    Citations of this article.

Abstract

This study aims to examine the differences in adoption of mobile data services between two age cohorts (gen Xers and baby boomers). Three elements in the extended Technology Acceptance Model - perceived usefulness, perceived ease of use, and perceived fun - were used to identify the differences in adoption of mobile data services for the two age cohorts. A sample of 200 mobile services users drawn from a purchased consumer panel participated in an online survey. Of this sample, 67 gen Xers and 86 baby boomers were used for the analysis (n=153). Multigroup structural equation modeling analysis was used to examine the differences in adoption of mobile data services between the two age cohorts. This study found that baby boomers perceived mobile data services as more difficult to use than gen Xers. However, the perception of usefulness of mobile data services was stronger for the baby boomers than gen Xers. Usefulness of mobile data services may be a critical motivator for baby boomers to adopt mobile data services. Mobile data service marketers should focus on mobile data service usefulness when they are targeting the baby boomer cohort. The results of this study provide insights to assist marketers in developing and positioning appropriate mobile data services to targeted age cohorts during the adoption stage. [PUBLICATION ABSTRACT]

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Authors

  • Kiseol Yang

  • Laura D Jolly

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free