CONSUMER PREFERENCES FOR MOBILE INTERNET: A COMPARATIVE CROSS-NATIONAL MIXED METHODS STUDY

Abstract

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.