Personal characteristics and mobile Internet use intensity of consumers with computer-centric communication devices: An exploratory empirical study of iPad and laptop users in Germany

摘要

Prior research on adopters of ubiquitous Internet access via cellular radio infrastructures of mobile network operators (MN0) has primarily focused on consumers equipped with enhanced web-enabled phones. In contrast, this work investigates personal characteristics and mobile Internet (Ml) use behaviors of consumers who chose computer-centric appliance types for Ml access. Two variants of tablet PCs (Apple's iPad1 and iPad2) and laptops are distinguished as computer-centric communication device categories. Data on two demographic variables, three MN0 relationship characteristics and actual MI use intensity (average monthly volume of mobile IP traffic generated by a subscriber in May and June 2011) of 2001 consumers with a flat Ml pricing scheme were extracted from customer files of the German subsidiary of a large international MN0. 1371, 367 and 263 of the sample members used an iPad1, an iPad2 and a laptop, respectively for MI access. Compared to the adult population in Germany, persons aged between 17 and 35 years and males are overrepresented among MI adopters with the three studied device types. MI use intensity is highly positively skewed: in each of the three appliance groups, a small number of users disproportionately contributes to the total MI traffic generated by the subjects. Ml use intensity is the main variable discriminating between Apple tablet versus laptop MI subscribers. On average, laptop users generate three times more MI traffic than iPad customers. MI use intensity does not differ significantly between iPad1 and iPad2 customers. Age and length of business relationship with the collaborating MNO are the two only studied personal characteristics, which consistently display a significant (negative) association with MI use intensity across the three appliance groups. Conclusions are drawn for MN0 on aligning marketing measures to the peculiarities of users with different types of computer-centric MI devices and for scholarly research seeking to enhance the understanding of the influence of various appliance categories on Ml adoption and use behaviors.