Choosing and using mobile apps: A conceptual framework for Generation Y

Research output: Contribution to journalArticle

Abstract

Anecdotal evidence suggests that Generation Y (those born between 1980 and 2000) are highly engaged with mobile applications (apps). This study explores the factors that influence Generation Y's choice and use of mobile apps. A total of 142 respondents from five cities in India (Delhi, Mumbai, Bangalore, Hyderabad, and Pune) participated in 14 focus group discussions (FGDs) and 30 in-depth interviews (15 consumers and 15 industry professionals) in this study. We find that generation Y users are highly engaged with mobile apps, and use them for a wide variety of utilitarian and hedonic reasons. We propose a conceptual framework to illustrate their choices of mobile apps and their usage patterns.
Original languageEnglish (US)
Pages (from-to)295-309
Number of pages15
JournalJournal of Customer Behaviour
Volume14
Issue number4
StatePublished - 2015

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