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 language | English (US) |
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Pages (from-to) | 295-309 |
Number of pages | 15 |
Journal | Journal of Customer Behaviour |
Volume | 14 |
Issue number | 4 |
State | Published - 2015 |