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Examining mobile search adoption the Swedish experience in the uptake phase

Chapter in book
Authors A. Castellet
Oscar Westlund
Published in Emerging Perspectives on the Mobile Content Evolution
Pages 105-123
ISBN 978-146668839-1
Publisher IGI Global
Publication year 2015
Published at Department of Journalism, Media and Communication (JMG)
Pages 105-123
Language en
Links dx.doi.org/10.4018/978-1-4666-8838-...
Subject categories Human Aspects of ICT

Abstract

The multimedia features brought by the rise of the mobile access to internet are tightly linked to the massive access of the public to mobile search. To date, there is limited knowledge on how distinct groups make use of mobile search in their everyday life. Attempting to fill that void, the purpose of this chapter is to describe and explain how mobile search behaviours have gained traction among distinct groups in Sweden from 2010 to 2012. The findings evidence a growing uptake among all groups over time. Smartphone ownership and age score the highest odds ratios, revealing smartphone users and 16-29 year olds as most inclined to use mobile search. In addition, a high education and use of a personal or company subscription show significant results. © 2016, IGI Global. All rights reserved.

Page Manager: Webmaster|Last update: 9/11/2012
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