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

  • Authors:
  • Shintaro Okazaki

  • Affiliations:
  • Department of Finance and Marketing Research, College of Economics and Business Administration, Autonomous University of Madrid, Cantoblanco, Madrid, Spain

  • Venue:
  • Information and Management
  • Year:
  • 2006

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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.