Abstract: Mobile phone usage among young Australians continues to grow. However, newer and more innovative rich media mobile services such as personal ring back tones, mobile TV and location-based services have not yet diffused amongst Australian young consumers as rapidly as they did in countries such as Japan, South Korea, Norway and Italy. This paper aims to identify and understand the motivational factors that influence the purchase of mobile phone content among young Australian consumers using a qualitative methodology.

Details: O’Doherty, K.C., Rao, S. & Maio Mackay, M. (accepted for publication). Young Australians’ perceptions of mobile phone content and information services – an analysis of the motivations behind usage. Young Consumers.

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