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

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Citation

Yang, K. and Jolly, L.D. (2008), "Age cohort analysis in adoption of mobile data services: gen Xers versus baby boomers", Journal of Consumer Marketing, Vol. 25 No. 5, pp. 272-280. https://doi.org/10.1108/07363760810890507