Title: Factors Affecting the Adoption of Mobile
Content Services amongst Youth in the Western Cape, South Africa
Abstract: This paper
presents an analysis of Mobile Content Services within the context of mobile
data service provision and mobile phone usage. The focus is on understanding
mobile phone user behaviour more specifically amongst the youth in the Western
Cape Province of South Africa. The main theme in this paper is the notion
that Mobile Content Services usage is the gateway to understanding, implementing
and the eventual success of more complex data services, namely Mobile Commerce.
The study tests a model called the Innovation Diffusion Theory (IDT).
The model identifies factors (constructs) that impact on the intent to use
Mobile Content Services amongst the youth. These constructs includes Relative
Advantage, Compatibility, Complexity, Trialability, Obser¬vability, Image,
Voluntariness and Cost.
Author: Clint Gilham and Jean-Paul Van Belle