The pervasiveness of mobile data services: do usage and attitudinal divides exist in Asia and North America?

Abstract

Mobile Data Services (MDSs) are a wide array of applications provided via the mobile network and platform, where industry players are keenly exploring innovations to launch the next big thing, especially with the rapid increase and saturation of mobile voice subscriptions. This study investigates mobile user behavioural intentions towards MDS based on an adaptation of the Unified Theory of Acceptance and Use of Technology (UTAUT). Data was collected in a survey of over 1600 mobile users in Singapore and Los Angeles (LA). The study found that LA-based mobile users have a far more positive disposition than Singaporean users towards MDS adoption, and that differences on account of prior experience were also more distinct amongst LA users than their Singapore counterparts. It is hoped that these findings will serve as design rules for mobile service providers in more sophisticated markets.