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

Kiseol Yang (School of Merchandising and Hospitality Management, The University of North Texas, Denton, Texas, USA)
Laura D. Jolly (College of Family and Consumer Sciences, The University of Georgia, Athens, Georgia, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 August 2008

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.

Keywords

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

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited