Internet Vs

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JRIM
4,4 Internet vs mobile services:
comparisons of gender
and ethnicity
346
Hyun-Hwa Lee
School of Human Ecology, The University of Texas at Austin,
Received March 2010
Revised May 2010 Austin, Texas, USA, and
Accepted August 2010 Seung-Eun Lee
Department of Human Environmental Studies,
Central Michigan University, Mt Pleasant, Michigan, USA
Abstract
Purpose – The purpose of this paper is to investigate US consumers’ adoption of mobile services
from the perspectives of channel extension (mobile vs internet) as well as with considerations of ethnic
and gender difference. Specifically, this paper examines the effects of gender and ethnicity in
consumers’ current usages in different types of mobile services, the relationships between consumers’
current internet and mobile service usages, and how current usages of internet and mobile services
predict future intentions to use mobile services.
Design/methodology/approach – Online survey method was employed to collect the data. A total
of 492 responses were obtained from current mobile users.
Findings – The mobile services most (e.g. sending and receiving text and picture messages, checking
e-mail) and least used (e.g. gambling, educational services) were similar between both male and female
respondents, yet male respondents showed a higher use of mobile services. Among ethnic groups,
African Americans were the most engaged users of all mobile services, and European Americans were
the least engaged. In certain service categories (e.g. informational services related to business/finance),
both gender and ethnicity were shown to have significant effects on consumers’ current usages of both
the internet and mobile services and intentions to use mobile services.
Practical implications – Gender- and ethnic-specific marketing strategies should be based on the
types of mobile services. Special attention should be paid to African Americans that have expressed
great interests in using the services that are offered through mobile devices (e.g. informational services
related to health and business/finance, payment/billing services, and purchasing products).
Understanding current internet use of each mobile service is a key to the success of the potential
use of mobile services.
Originality/value – There is a lack of previous research addressing consumer issues relevant to
specific types of mobile services. This paper provides a meaningful insight into consumer adoption of
various types of mobile services from the perspectives of channel extension (mobile vs internet) as well
as ethnic and gender difference.
Keywords Internet, Mobile communication systems, Telecommunication services, Gender, Race,
United States of America
Paper type Research paper
Journal of Research in Interactive
Marketing
Vol. 4 No. 4, 2010
pp. 346-375
q Emerald Group Publishing Limited
2040-7122
This study was funded by the International Council of Shopping Centers Educational
DOI 10.1108/17505931011092835 Foundation, Inc.
1. Introduction Internet
There were more than 4 billion mobile phone users globally at the end of 2008, which is vs mobile
more than the number of internet and personal computer users combined according to
the International Telecommunication Union (ITU) Corporate Annual Report (ITU, 2009). services
Higher numbers of mobile phone users and internet users are observed globally in high
and upper middle income ranges (ITU, 2009). Whereas mobile phones users across all
income levels were found in the USA ( Jacob et al., 2007), and it is predicted to reach its 347
penetration of 100 percent by 2013, according to SNL Kagan (Cellular-news, 2007).
The mobile world makes available numerous potential applications beyond the typical
communication activities (Tsang et al., 2004). Mobile phones that are data ready and
connected to digital communication networks helped pave the way for m-commerce, just
as the internet and web browsers opened up the path for e-commerce (Dholakia and
Dholakia, 2004).
Mobile services refer to the services via mobile phone to enable e-commerce activities.
(M-Commerce tested in Finland, 2003; Yeo and Huang, 2003). Mobile services provide
unique values to consumers compared to e-commerce in that the services can be time and
location specific based on the consumers’ needs without any restrictions compared to
e-commerce activities (Mort and Drennan, 2005). Services through the mobile phone
include ubiquitous communication (e.g. e-mail, short message service, SMS), content
deliveries (e.g. health-related messages, pill reminders), entertainment services (e.g. music
downloads, gaming, gambling, sports scores), location-based services (e.g. finding
nearby facilities/services, transportation information, tour guides), movie and concert
ticketing, store and restaurant discount coupons, shipment tracking, comparison
shopping, banking, and bill payment (Palenchar, 2004; Xu and Gutierrez, 2006; Yuan and
Zhang, 2003). The adoption of mobile services among US consumers is slower than
consumers in the countries of Asia and Europe (Cheong and Park, 2005; Lee and Lee, 2007;
Li and McQueen, 2008; Murphy, 2007). In the USA, only 17 percent of mobile phone users
have an internet connection through their mobile phones (ComScore Networks’ Wireless
Industry Survey, 2007). While there is an immense potential for the mobile services in the
USA (Laszlo, 2009), little is known about US consumers’ adoption and usage behavior in
various mobile services.
Previous research suggests that internet users are generally favorable to new
technologies (Bigné et al., 2005; Cheong and Park, 2005). About 34 percent of internet users
in the USA have internet access through their mobile or wireless devices (Pew Internet &
American Life Project, 2007). Although previous research indicates that internet users
would be interested in mobile services (Anckar and D’Incau, 2002; Bigné et al., 2005;
Cheong and Park, 2005; Mallat et al., 2009), further research still needed to examine the
dynamic relationships between various types of internet and mobile services (Constantiou
et al., 2006; Okazaki, 2005). While the internet can be accessed through the PC, mobile
phone, or digital TV, different factors could determine whether a consumer is likely to
prefer internet services to those available via mobile phone. Compared to internet services,
mobile services have strengths of providing more customized, relationship-based, timely,
and location-specific services (Anckar and D’Incau, 2002; Chiu et al., 2003; Kumar, 2004;
Mort and Drennan, 2002; Yeo and Huang, 2003). However, no studies have examined
which types of internet or mobile services consumers are more likely to use and/or how
their current usages of internet and mobile services influence their future intentions to use
mobile services.
JRIM Previous research has acknowledged gender differences related to technology usages
and perceptions such as computer anxiety (Gilroy and Desai, 1986), e-mail perception
4,4 (Gefen and Straub, 1997), use of different web sites (Dholakia et al., 2003), and internet
intensity and use (Jackson, 2008). Pew Internet & American Life Project (2005) indicated
that the differences between gender existed in terms of using various internet services.
The study reported that males were more likely to use the internet for transactions while
348 females were more likely to use it to connect with others. In line with this, Jackson et al.
(2009) also identified gender differences in regard to internet usage. Likewise, it is
plausible to argue that gender differences can be also found in terms of mobile service
usages. However, inconsistent findings about use of mobile services in relation to gender
differences have been reported (Anckar and D’Incau, 2002; Constantiou et al., 2006;
Totten et al., 2005).
In addition, other studies found ethnic differences in technology usages; especially
between African American and White American in terms of internet usage in that the
latter were more likely to use the internet than the former (Jackson et al., 2009; Hoffman
and Novak, 1998; Hoffman et al., 2001; Ono and Zavodny, 2003). In terms of mobile
service usages, Dholakia and Kshetri (2002) postulated the influence of a cultural factor
on mobile phone usages in developing countries. Several studies showed ethnic
differences in development and usage stages of mobile commerce in various countries
(Cheong and Park, 2005; Li and McQueen, 2008; Murphy, 2007). Furthermore, Lee and
Lee (2007) and the Pew Internet & American Life Project (2008) reported similar findings
in ethnic differences in terms of mobile service usages in that Hispanics and African
American had more experiences with mobile services than European Americans did in
general. However, they did not examine specific service types by ethnic groups. Further
clarification is needed in order to assess whether gender and ethnic differences exist in
the usages of different types of mobile services.
The purpose of this study is to investigate the US consumers’ adoption of mobile
services from the perspectives of channel extension (mobile vs internet) as well as with
considerations of ethnic and gender difference. Specifically, this study attempts to fill
the research void by examining the effects of gender and ethnicity on:
.
consumers’ current usages in different types of mobile services;
.
the relationships between consumers’ current internet and mobile service usages;
and
.
how current usages of internet and mobile services predict future intentions to
use mobile services.
The findings of the study will contribute increasing knowledge about implementing
various types of mobile services and provide effective strategies for how to approach
different consumers about potential mobile service needs.
2. Conceptual framework and literature review

Bagozzi and Warshaw (1990) introduced the theory of trying based on the extension of
the theory of reasoned action (Ajzen and Fishbein, 1980). In the theory of trying, they
examined the effect of past behavior on intention to try and the actual trying of certain
products and services. At the same time, they categorized the past behaviors in terms of
frequency and recency. They proposed that consumers’ recency of trying influences
their intention to try and their actual trying (Bagozzi and Warshaw, 1990). The current
usages of mobile and internet services can be applied to the recency of trying to predict Internet
the intention to use the mobile service. vs mobile
This notion is consistent with the diffusion of innovation theory (Rogers, 1995).
According to Rogers (1995), consumers who have tried new technology are less services
reluctant to adopt or use that new technology than those who have not. Furthermore,
consumers are more willing to adopt new technology when that technology is compatible
with the technology that they had previously and/or that they have at present. Previous 349
research has found that those who are familiar with other types of technology are more
willing to use new or similar technology than those who are not (Eastin, 2002; Lian and
Cheung, 2001). Eastin (2002) found that people who use television shopping channels are
more likely to shop, bank, and invest through the internet. Lian and Cheung (2001) also
indicated that internet use significantly increases the intention to use internet shopping.
In line with this theory, other scholars have examined the effects of internet usages on
willingness to use mobile services with student populations, and they found significant
influences of internet users on adopting mobile services compared to non-internet users
(Anckar and D’Incau, 2002; Bigné et al., 2005; Cheong and Park, 2005). Cheong and
Park (2005) found that internet experiences enhanced the perceptions of mobile internet
experiences among Koreans. Mallat et al. (2009) found that circumstances were a
significant determinant of consumers’ intention to use mobile ticketing services. Someone
at home or at work, where there was access to a computer, found internet service more
convenient to use than mobile service. Consumers might assume that mobile services offer
more freedom than internet services because they do not require finding a computer with
an internet connection.
Furthermore, consumers might prefer to take advantage of some services through the
internet only, through mobile phone only, or both. Previous researchers have found that
internet services are more likely suitable for intangible and informative services and
products (Balasubramanian et al., 2005; Van Baal and Dach, 2005; Vijayasarathy, 2003).
The use of internet services may either enable or constrain the use of mobile services
(Constantiou et al., 2006). Internet services usages can be a constraint upon mobile
services if users perceive that the services through the internet are superior. It could also
promote the use of mobile services if consumers believe that mobile services are
compatible with internet services (Constantiou et al., 2006). Compared to internet
services, mobile services can provide more customized, relationship-based, timely, and
location-specific services (Anckar and D’Incau, 2002; Chiu et al., 2003; Kumar, 2004; Mort
and Drennan, 2002; Yeo and Huang, 2003). Therefore, we speculate that consumers
prefer certain services via the mobile phone to the internet. Yet, there have been few
investigations of these behaviors in relation to specific types of service. This study will
examine this relationship between the two channels.
2.1 Mobile services

Mobile services can be obtained from a mobile phone and are provided through
interactions between a business and a consumer. Mort and Drennan (2005) identified
the following mobile services: location services (e.g. maps, directions, weather),
communication services (e.g. send/receive pictures, SMS), sports/entertainment services
(e.g. sports information, gambling, gaming), mobile online chat services (e.g. chatting,
inquiring about prices of a product while shopping), value-added shopping services
(e.g. coupons, personalized shopping alerts, reserve cinema theater tickets, bill payment),
JRIM and financial services (e.g. banking services, online auctions, buying product online).
4,4 The mobile services identified by Kumar (2004) are m-banking, m-payment and e-vending.
M-banking was started by NTT DoCoMo and consists of making bank payments or
withdrawals using a mobile device. M-payment allows money to be sent via a mobile
device to another mobile user. There are two types of mobile payments. One method uses
Near Field Communication (NFC) which is built into the phone. Mobiles with an in-built
350 NFC chip work by holding the device in close proximity of the NFC reader. A person uses a
NFC capable mobile phone to make a purchase at a point-of-sale terminal that is equipped
with the reader. The other method allows the consumer to use the phone as a virtual
“mobile wallet”. This particular method uses either SMS, wireless application protocol, or
a propriety solution integrated into the phone’s software in which the payment can be
initiated without requiring a point-of-sale terminal (Jacob et al., 2007). E-vending was
started by Cellenium and Coca-Cola Beverages to monitor the inventory and operations of
vending machines and allow purchases to be made via mobile device.
The most prevalent mobile service applications today are focused on helping
businesses reach potential customers on their mobile devices through coupon programs
(Burger, 2008). Tsang et al. (2004) noted that the increased use of mobile phones has
increased the use of “mobile advertising”, especially through SMS. Mobile advertising
falls into one of three categories: permission-, incentive-, or location-based advertising.
In permission-based advertising, only consumers who indicate that they would like to
receive messages about certain products or services via their mobile will receive them.
The objective of permission-based model is to decrease consumer irritation with
advertising. In incentive-based advertising, consumers receive a reward such as free
mobile services for accepting advertising messages. Location-based advertising uses the
mobile user’s location to send location-sensitive advertisements. Tsang et al. (2004) found
that consumers generally disliked mobile advertising. However, permission-based
advertising received a more favorable reaction than unauthorized advertising did. The
results also revealed that entertainment and credibility of SMS greatly affected
respondents’ attitudes to SMS-based advertising and offering incentives increased their
intention to accept SMS-based advertisements.
With more opportunities for mobile services, the challenges of getting consumers to try
out these services are substantial (Anckar and D’Incau, 2002; Chiu et al., 2003; Kumar,
2004; Yeo and Huang, 2003). According to the Direct Marketing Association, most mobile
phone users do not prefer to receive any advertisements on their cell phones (Mindlin,
2008). Smith (2007) found that less than one-fourth of people who use online banking
services are interested in mobile banking. The primary reasons for this lack of interest are
the limited resolution, small screen size, narrow bandwidth, potential abuse of customer
information, security issues, and the high price of internet access (Chen et al., 2006; Laszlo,
2009; Yang and Wang, 2007). The advantages of m-services (personalization, ubiquity,
convenience and the ability to track consumers), however, appear to outweigh the
disadvantages.
2.2 Gender and ethnic differences

Previous researchers have examined mobile service usages based on consumers’
demographic characteristics (Anckar and D’Incau, 2002; Bigné et al., 2005; Constantiou
et al., 2006; Lee et al., 2007; Mort and Drennan, 2005; Ozcan and Kocak, 2003; Totten et al.,
2005). In terms of age, industry and academic researchers consistently found that young
adults are the heaviest users of mobile phones, and have greater intentions to use mobile Internet
services than older consumers do (Anckar, D’Incau, 2002; Bigné et al., 2005; Charlton vs mobile
et al., 2002; Ozcan and Kocak, 2003; Totten et al., 2005). Much of the extant technology
usages and adoption research revealed the differences in gender. Males and females services
have differences in their attitudes toward technology in general (Brunner and Bennet,
1998) and distinctive nature of adopting information technology (IT) (Venkatesh and
Morri, 2000). In regard to internet services, some studies found that females are less 351
comfortable with using technology (Gilroy and Desai, 1986; Moldafsky and Kwon, 1994)
and less likely to use the internet for communication (Gefen and Straub, 2000) and
education purposes (Colley et al., 1994) than males. Others reported different purposes of
using internet between gender: females are more likely to use the internet to connect with
others than males and males are more likely to use it for transactional activities than
females ( Jackson, 2008; Pew Internet & American Life Project, 2005). In regard to mobile
services, some scholars found that females are more likely to be mobile phone users
(Totten et al., 2005), and that they are in general more willing to use mobile services than
males (Anckar and D’Incau, 2002), whereas Constantiou et al. (2006) found that men are
more frequent users of mobile services than women. These inconsistent findings
suggest that another aspect such as different types of mobile services should be taken
into account.
While previous research recognized ethnic differences in the use of internet (Hoffman
and Novak, 1998; Hoffman et al., 2001; Jackson et al., 2009; Ono and Zavodny, 2003), few
researchers have investigated ethnic differences in mobile services usages. Lee and Lee
(2007) identified the differences among US consumers in their perception of the benefits
and risks of mobile services. European Americans showed low levels of mobile
involvement, limited use of the simple features of mobile devices (such as text messaging),
and highest level of perceived risks and the least intention to use mobile services in
general. European Americans also saw few benefits in using mobile services. In line with
the findings of Lee and Lee (2007), the Pew Internet & American Life Project (Pew Internet
& American Life Project, 2008) indicated that Hispanics and American Africans have had
more experiences with mobile services than European Americans did. Ethnicity might
also play a role in the lower use of mobile services in the USA as Dholakia and Kshetri
(2002) postulated influence of cultural factors on mobile usages in Asian countries, which
has since been empirically supported by other scholars (Cheong and Park, 2005; Li and
McQueen, 2008; Murphy, 2007). For instance, Japan and South Korea showed rapid
changes in mobile services provided by companies and consumers’ adoption of those
services (Li and McQueen, 2008). In Japan, more consumers are accessing the internet
through mobile phones than through computers, and more than 10 percent of e-commerce
sales take place on mobile devices (Murphy, 2007). Korean consumers frequently
download ringtones, games, and music, and are availing themselves of location-based
services, and stock information (Cheong and Park, 2005). With the consideration of
cultural factor playing a role in the use of mobile phones (Dholakia and Kshetri, 2002;
Murphy, 2007) and services (Cheong and Park, 2005; Li and McQueen, 2008), these
inconclusive results of various studies warrant the need for further research into the role
that ethnic differences have on mobile usages and intentions.
Based on the theory of trying (Bagozzi and Warshaw, 1990), diffusion of innovation
theory (Rogers, 1995), and previous research on mobile services, we propose that
consumers’ experiences with the internet services and current use of mobile services
JRIM will influence their intentions to use the same services through a mobile phone. Although
4,4 previous research examined the effects of demographics on use of mobile services, its
effects on specific types of mobile services have not been examined. We developed the
following hypotheses to examine the effects of gender and ethnicity in:
.
consumers’ current usages in different types of mobile services;
.
the relationships between consumers’ current internet and mobile service usages;
352 and
.
how current usages of internet and mobile services predict future intentions to
use mobile services:
H1. There are differences in gender in regard to the types of services that
consumers currently use through their mobile phones.
H2. There are differences in ethnicity in regard to the types of services that
consumers currently use through their mobile phones.
H3. There are differences in gender in regard to the types of services that
consumers currently use through both the internet and the mobile phone.
H4. There are differences in ethnicity in regard to the types of services that
consumers currently use through both the internet and the mobile phone.
H5. There are differences in gender in that consumers’ current use of the specific
internet service will predict the future intention to use the same service
through a mobile phone.
H6. There are differences in ethnicity in that consumers’ current use of the specific
internet service will predict the future intention to use the same service
through a mobile phone.
H7. There are differences in gender in that consumers’ current use of the specific
mobile service will predict the future intention to use the same service through
a mobile phone.
H8. There are differences in ethnicity in that consumers’ current use of the specific
mobile service will predict the future intention to use the same service through
a mobile phone.
3. Method
3.1 The survey instrument
The questionnaire consists of four sections:
(1) current use of internet services;
(2) current use of mobile services;
(3) future intention to use mobile services; and
(4) demographic information.
To measure the respondents’ current usage of internet and mobile services, we developed
19 items on dichotomous responses that provided examples of the mobile services
that the literature has identified (Gibson, 2005; Goode, 2006; Kaul, 2006; Harris et al.,
2005; Holden, 2005a, b, c, d; Houston, 2005; Nysveen et al., 2005). The participants were Internet
asked whether or not they were currently using each of the following mobile services: vs mobile
sending and receiving text messages; checking e-mail; watching movies, videos, and
television; shipment tracking; health information; entertainment information; services
travel/transportation information; business and financial information; shopping
information; location-based services; and bill payment services.
Future intentions to use m-services were measured by using the parallel 19 items of 353
current use of mobile services, asking how willing respondents would be to use these
mobile services in the next few years. Participants were asked to rate their responses
on a seven-point Likert-type scale, from strongly disagree (1) to strongly agree (7).
Finally, information about respondents’ demographic characteristics, age, gender,
income, and ethnicity were gathered.
3.2 Data collection

We used an online survey to collect the data. A pilot test was conducted with ten mobile
users. Based on the results of the pilot test and comments from participants, corrections
in the questionnaires were made before data collection commenced.
The online survey was sent to 3,500 randomly selected mobile users in the USA.
who were invited by e-mail to participate in the web survey. The e-mail invitation
described the purpose of the study and assured the confidentiality of respondents’
information. Participants were limited to people who are comfortable using the internet
and, through screening questions, were determined to be a current mobile phone user.
Then, participants were directed to a web site by clicking on a URL in the e-mail to
reach the survey webpage. About four days later, a reminder e-mail was sent to the
people who had not completed the web survey. A week later, a third reminder e-mail
was sent to the people who had still not responded. A total of 492 participants
responded to the web survey, a response rate of 14 percent. While 90 percent of the
respondents (n ¼ 443) completed the whole survey, 10 percent (n ¼ 49) of participants
failed to complete one or more items. We did not discard these incomplete survey
responses because:
.
the number of missing responses was insignificant compared to the number of
items answered in the survey; and
.
there was no consistent pattern identified in missing responses. Therefore,
no response bias was suspected.
3.3 Data analysis

Data analysis consisted of a descriptive analysis, x 2-test, Phi (w) correlations, and
regression analyses. x 2 tests were used to investigate differences of current internet and
mobile service usages between gender and among ethnic groups. Phi (w) correlations
were used to examine the types of the services that consumers are likely to use through
both the internet and the mobile phone. Regression analyses were used to predict the
future intentions to use mobile services. The 19 specific different services were
individually applied in Phi (w) correlations and regression analyses for the following
reasons:
.
is to examine consumers intentions to use the specific services through internet
and mobile; and
JRIM .
to further the results of exploratory factor analyses of 19 service items confirmed
4,4 the researchers’ decision in that meaningful dimensions among the 19 services
were not identified.
The Statistical Package for Social Sciences version 16.0 was used to conduct data
analysis.
354
3.4 Sample characteristics
The respondents for the study represented 46 states in the USA. A total of 291 female and
199 male respondents participated in this survey. The participants were between 20 and
62 years old with a mean age of 41. A total of 45 percent of the respondents had more than a
bachelor’s degree. The respondents were employed in many occupations. About 29 percent
had a professional, technical, or related occupation; 14 percent had an executive,
administrative, managerial or administrative support position. The participants came
from several ethnic groups: White or European American (31.5 percent), Asian American
(24.4 percent), Black or African American (23.2 percent), and Hispanic or Latino American
(16.3 percent). There were a few native American and native Hawaiian or Pacific Islander
participants (1 percent each). More than 70 percent of the respondents had used a mobile
phone for more than four years.
4. Results
4.1 Current usage of internet and mobile services
The following analyses revealed that there were some differences and similarities
between gender and ethnicity in regard to consumers’ current use of mobile services.
The comparisons of gender and ethnicity in each mobile service are explained below.
4.1.1 Comparisons of gender. Table I shows the results of frequency and x 2- test of
current internet and mobile service usage behaviors between males and females.
Both male and female respondents list the same top five internet services: The most
frequently used internet services were checking e-mail (85.9 percent for males and
91.1 percent for females), purchasing products (81.4 percent for males and 80.1 percent
for females), location-based services (75.9 percent for males and 76.3 percent for
females), banking (72.4 percent for males and 75.3 percent for females), information
services related to travel or transportation (70.9 percent for males and 67.4 percent for
females), payment/billing services (70.4 percent for males and 77.0 percent for females),
and information services related to shopping (67.3 percent for males and 73.9 percent
for females). Gambling was the least-used internet service by both male and female
respondents (14.6 and 7.9 percent, respectively). x 2-test revealed significant differences
between gender in gambling (x 2 ¼ 5.946, p , 0.05), educational services (x 2 ¼ 5.841,
p , 0.05), informational services related to entertainment (x 2 ¼ 12.576, p , 0.001),
and business/finances (x 2 ¼ 13.143, p , 0.001). A significant proportion of males use
these internet services compared to the proportion of females.
With the exception of sending and receiving text and picture messages, most of the
mobile services were not actively used by both groups male and female combined.
Over half of male (57.8 percent) and female (60.8 percent) participants used the mobile
phone for sending or receiving text and picture messages. The five most popular mobile
services among male respondents were sending and receiving text messages, followed
by sending and receiving picture messages (31.7 percent), checking e-mail (21.6 percent),
Internet services frequency Mobile services frequency
(%) (%)
Male (199) Female (291) x2 Male (199) Female (291) x2
Sending/receiving text messages 99 (49.7) 139 (47.8) 0.797 115 (57.8) 177 (60.8) 0.251
Sending/receiving picture messages 106 (53.3) 167 (57.4) 0.169 63 (31.7) 94 (32.3) 0.004
Checking e-mail 171 (85.9) 265 (91.1) 1.427 43 (21.6) 32 (11.0) 9.881 * *
Listening to/downloading music (e.g. ringtones,
personalized dialing, full-track download) 91 (45.7) 115 (39.5) 2.362 33 (16.6) 56 (19.2) 0.458
Playing game 107 (53.8) 176 (60.5) 1.757 50 (25.1) 85 (29.2) 0.828
Watching movies/videos/TV 73 (36.7) 90 (30.9) 2.724 12 (6.0) 8 (2.7) 3.56 *
Gambling (e.g. lotteries, sport betting) 29 (14.6) 23 (7.9) 5.946 * 8 (4.0) 3 (1.0) 5.01 *
Ticketing (e.g. travel, game, concert) 103 (51.8) 144 (49.5) 0.372 10 (5.0) 6 (2.1) 3.593
Shipment tracking 126 (63.3) 200 (68.7) 0.447 12 (6.0) 8 (2.7) 3.765 *
Educational services (e.g. taking classes) 71 (35.7) 76 (26.1) 5.841 * 9 (4.5) 4 (1.4) 4.789 *
Informational services related to health (e.g. pill
reminders) 59 (29.6) 89 (30.6) 0.020 10 (5.0) 11 (3.8) 0.595
Informational services related to entertainment
(e.g. sports, movies) 126 (63.3) 139 (47.8) 12.576 * * * 27 (13.6) 11 (3.8) 16.869 * * *
Informational services related to travel/
transportation (e.g. traffic, travel, weather) 141 (70.9) 196 (67.4) 1.037 30 (15.1) 18 (6.2) 10.995 * * *
Informational services related to business/finance
(e.g. checking share prices, auctions, bid alerts,
stock alerts) 102 (51.3) 103 (35.4) 13.143 * * * 17 (8.5) 5 (1.7) 13.180 * * *
Informational services related to shopping (e.g.
receiving product information, special offer,
or coupon) 134 (67.3) 215 (73.9) 2.169 16 (8.0) 7 (2.4) 8.808 * *
Location-based services (e.g. location and map,
direction services, personal locator services) 151 (75.9) 222 (76.3) 0.231 26 (13.1) 17 (5.8) 7.783 * *
Payment/billing services (e.g. credit card,
electricity, etc.) 140 (70.4) 224 (77.0) 1.723 17 (8.5) 31 (10.7) 0.521
Purchasing products 162 (81.4) 233 (80.1) 0.507 14 (7.0) 15 (5.2) 0.730
Banking services (e.g. checking and saving accounts) 144 (72.4) 219 (75.3) 0.107 15 (7.5) 31 (10.7) 1.226
Note: Significance at: *p , 0.05, * *p , 0.01, and * * *p , 0.001
services
Internet
Frequency of current
vs mobile
usage of internet and

mobile services by gender
355
Table I.
JRIM playing games (25.1 percent), and searching for information about travel/transportation
4,4 (15.1 percent). The five least used mobile services by male respondents were gambling
(4.0 percent), followed by educational services (4.5 percent), ticketing (5.0 percent),
information related to health (5.0 percent), watching TV (6.0 percent), and tracking
shipments (6.0 percent).
The top five services that female respondents used via mobile phone were sending
356 and receiving text message (60.8 percent), followed by sending and receiving picture
message (32.3 percent), playing games (29.2 percent), listening to or downloading
music (19.2 percent), and checking e-mail (11.0 percent). The five least-used mobile
services by female respondents were gambling (1.0 percent), followed by educational
services (1.4 percent), informational services related to business/finance (1.7 percent),
ticketing (2.1 percent), and informational services related to shopping (2.4 percent).
Significant differences between gender were found in some of the mobile services:
checking e-mail (x 2 ¼ 9.881, p , 0.01), watching movie/video/TV (x 2 ¼ 3.56,
p , 0.05), gambling (x 2 ¼ 5.01, p , 0.05), shipment tracking (x 2 ¼ 3.765, p , 0.05),
educational services (x 2 ¼ 4.789, p , 0.05), informational services related to
entertainment (x 2 ¼ 16.869, p , 0.001), travel/transportation (x 2 ¼ 10.995,
p , 0.001), business/finances (x 2 ¼ 13.180, p , 0.001), shopping (x 2 ¼ 8.808,
p , 0.001), and location-based services (x 2 ¼ 7.783, p , 0.01). More males currently
used these types of mobile services than females. Compared to current usages of
internet services, gender differences were found in a wider variety of categories of
mobile services. Thus, H1 was partially supported.
4.1.2 Comparison of ethnic groups. The results of frequency and chi-squared test of
current usages of internet and mobile services among ethnic groups were shown in
Table II. The top five internet services most used by all ethnic groups were checking e-mail
(86.9-90.8 percent), purchasing products (77.2-85.8 percent), payment/billing services
(71.1-80.8 percent), banking services (69.3-81.7 percent), and location-based services
(69.3-82.5 percent). Gambling was the least-used internet service in all ethnic groups
(7.7-14.0 percent). There were significant differences among different ethnicity in terms of
services usages via internet: listening to/downloading music (x 2 ¼ 10.725, p , 0.05),
watching movie/TV (x 2 ¼ 22.361, p , 0.001), ticketing (x 2 ¼ 8.663, p , 0.05),
educational services (x 2 ¼ 14.919, p , 0.01), informational services related to
entertainment (x 2 ¼ 8.70, p , 0.05) and business/finances (x 2 ¼ 21.963, p , 0.001).
More Asian Americans used these internet services than other ethnic groups, whereas
European Americans were the least users of these internet services. Compared to other
ethnic groups, more African Americas currently used educational services on the internet.
Very few mobile services were used by all ethnic groups. The five mobile services that
all ethnic groups use were sending and receiving text messages (46.5-72.8 percent),
sending and receiving picture messages (25.2-39.5 percent), playing games (19.4-43.0
percent), listening to or downloading music (12.5-32.5 percent), and checking e-mail
(9.0-20.0 percent). African American (72.8 percent), Hispanic American (61.3 percent),
and Asian American (64.2 percent) respondents showed the heavier usage of sending
and receiving text messages than did European American respondents (46.5 percent).
Less European Americans also checked e-mail (9.0 percent) than members of the other
three ethnic groups did. African American respondents were more likely to listen to and
download music (32.5 percent) and to play games (43 percent) than were members of the
other three ethnic groups. Gambling was the least used mobile service by all ethnic
Internet services frequency (%) Mobile services frequency (%)
White or Black or Hispanic or White or Black or Hispanic or
European African Latino Asian European African Latino Asian
American American American American American American American American
(155) (114) (80) (120) x2 (155) (114) (80) (120) x2
Sending/receiving text
messages 67 (43.2) 58 (50.9) 40 (50.0) 62 (51.7) 3.786 72 (46.5) 83 (72.8) 49 (61.3) 77 (64.2) 20.425 * * *
Sending/receiving
picture messages 85 (54.8) 61 (53.5) 51 (63.8) 66 (55.0) 2.485 39 (25.2) 45 (39.5) 31 (38.8) 36 (30.0) 8.755 *
Checking e-mail 139 (89.7) 99 (86.9) 72 (90.0) 109 (90.8) 0.455 14 (9.0) 21 (18.4) 14 (17.5) 24 (20.0) 7.884 *
Listening to/
downloading music
(e.g. ringtones,
personalized dialing,
full-track download) 50 (32.3) 54 (47.4) 33 (41.3) 60 (50.0) 10.725 * 21 (13.5) 37 (32.5) 13 (16.3) 15 (12.5) 22.483 * * *
Playing game 84 (54.2) 69 (60.5) 47 (58.8) 71 (59.2) 2.171 30 (19.4) 49 (43.0) 25 (31.3) 26 (21.7) 22.582 * * *
Watching movies/
videos/TV 32 (20.6) 45 (39.5) 25 (31.3) 55 (45.8) 22.361 * * * 2 (1.3) 11 (9.6) 2 (2.5) 5 (4.2) 12.917 * *
Gambling (e.g.
lotteries, sport betting) 12 (7.7) 16 (14.0) 10 (12.5) 14 (11.7) 3.201 2 (1.3) 3 (2.6) 1 (1.3) 5 (4.2) 3.026
Ticketing (e.g. travel,
game, concert) 67 (43.2) 59 (51.8) 39 (48.8) 73 (60.8) 8.663 * 2 (1.9) 4 (3.5) 2 (2.5) 6 (5.0) 2.223
Shipment tracking 99 (63.9) 72 (63.2) 55 (68.8) 89 (74.2) 3.921 4 (2.6) 5 (4.4) 3 (3.8) 6 (5.0) 1.387
Educational services
(e.g. taking classes) 35 (22.6) 49 (43.0) 23 (28.8) 37 (30.8) 14.919 * * 2 (1.3) 6 (5.3) 1 (1.3) 4 (3.3) 5.069
Informational services
related to health (e.g.
pill reminders) 38 (24.5) 44 (38.6) 23 (28.8) 38 (31.7) 6.261 3 (1.9) 11 (9.6) 1 (1.3) 5 (4.2) 12.393 * *
related to
entertainment (e.g.
sports, movies) 70 (45.2) 64 (56.1) 47 (58.8) 76 (63.3) 8.700 * 10 (6.5) 14 (12.3) 4 (5.0) 10 (8.3) 4.510
related to travel
transportation (e.g.
traffic, travel, weather) 104 (67.1) 75 (65.8) 57 (71.3) 90 (75.0) 2.507 10 (6.5) 18 (15.8) 7 (8.8) 12 (10.0) 7.116 (0.068)
(continued)
services
Internet
Frequency of current
vs mobile
by ethnicity
usage of internet and
mobile services
357
Table II.
4,4
358
JRIM
Table II.
Internet services frequency (%) Mobile services frequency (%)
White or Black or Hispanic or White or Black or Hispanic or
European African Latino Asian European African Latino Asian
American American American American American American American American
(155) (114) (80) (120) x2 (155) (114) (80) (120) x2
related to business/
finance (e.g. checking
share prices, auctions,
bid alerts, stock alerts) 45 (29.0) 48 (42.1) 38 (47.5) 67 (55.8) 21.963 * * * 2 (1.3) 10 (8.8) 2 (2.5) 8 (6.7) 10.656 *
related to shopping
(e.g. receiving product
information,
special offer, or
coupon) 105 (67.7) 80 (70.2) 56 (70.0) 95 (79.2) 4.113 4 (2.6) 8 (7.0) 4 (5.0) 6 (5.0) 3.276
Location-based
services
(e.g. location and map,
direction services,
personal locator
services) 117 (75.5) 79 (69.3) 63 (78.8) 99 (82.5) 4.795 7 (4.5) 14 (12.3) 10 (12.5) 10 (8.3) 7.459
Payment/billing
services (e.g. credit
card, electricity, etc.) 111 (71.6) 81 (71.1) 62 (77.5) 97 (80.8) 4.070 9 (5.8) 19 (16.7) 9 (11.3) 7 (5.8) 12.677 * *
Purchasing products 122 (78.7) 88 (77.2) 67 (83.8) 103 (85.8) 2.395 5 (3.2) 13 (11.4) 4 (5.0) 5 (4.2) 10.829 *
Banking services (e.g.
checking and saving
accounts) 110 (71.0) 79 (69.3) 64 (80.0) 98 (81.7) 6.385 7 (4.5) 15 (13.2) 8 (10.0) 13 (10.8) 7.054

groups (1.3-4.2 percent). Other than gambling, there were some differences in the five Internet
least-used mobile services. The mobile services least used by European American are vs mobile
watching movies, videos, or TV (1.3 percent), educational services (1.3 percent),
informational services related to business/finances (1.3 percent), and ticketing services
(1.9 percent). For African Americans, ticketing (3.5 percent), shipment tracking
(4.4 percent), educational services (5.3 percent, informational services related to
shopping (7.0 percent), and informational services related to health (9.6 percent) were the 359
least used. The mobile services least used by Hispanic American were educational
services (1.3 percent), informational services related to health (1.3 percent), informational
service related to business/finances (2.5 percent), watching movies and TV (2.5 percent),
and shipment tracking (3.8 percent). For Asian Americans, watching movies, videos, and
TV, purchasing products, informational services related to health (4.2 percent,
respectively), and ticketing (5.0 percent) were least used. x 2-statistics revealed
significant differences in current usage of several mobile services among ethnic groups:
sending/receiving text (x 2 ¼ 20.425, p , 0.001) and picture (x 2 ¼ 8.755, p , 0.05)
messages, checking e-mail (x 2 ¼ 7.884, p , 0.05), listening to/downloading music
( x 2 ¼ 22.483, p , 0.001), playing game (x 2 ¼ 22.582, p , 0.001), watching
movie/video/TV (x 2 ¼ 12.917, p , 0.01), informational services related to health
(x 2 ¼ 12.393, p , 0.01), and business/finance (x 2 ¼ 10.656, p , 0.05), payment/billing
services (x 2 ¼ 12.677, p , 0.01), and purchasing products (x 2 ¼ 10.829, p , 0.05).
A greater percentage of African American used these mobile services compared to other
ethnic groups. European Americans were least engaged with these services. Unlike
current usages of internet services, more Hispanic Americans used these mobile services
compared to Asian Americans. Thus, H2 was partially supported.
4.2 Association between current usages of internet and mobile services

Tables III and IV show the associations (Phi (w) correlations) between internet and
mobile services by gender and ethnicity. The results showed only certain types of
services that consumers currently use through both the internet and the mobile phones
were different based on gender and ethnicity.
4.2.1 Comparisons of gender. For both female and male respondents, the following
services were currently used through both the internet and the mobile phone: listening
to and downloading music ( p , 0.001), playing games ( p , 0.001), watching movies,
videos, and TV ( p , 0.001 for males; p , 0.01 for females), gambling ( p , 0.001),
educational services ( p , 0.01 for males; p , 0.05 for females), informational services
related to health ( p , 0.001), informational services related to entertainment ( p , 0.01
for males; p , 0.05 for females), and informational services related to business/finance
( p , 0.001 for males; p , 0.05 for females).
No significant relationships were found for both male and female respondents in the
following services: checking e-mail, shipment tracking, informational services related to
shopping, location-based services, payment/billing services, purchasing products, and
banking services. Currently, over 70 percent of the respondents use these services
through the internet; less than 10 percent of them use these services through their mobile.
Gender differences were identified in the results of Phi correlations between consumers’
current usage of internet and mobile services. While no significant associations were
identified in female respondents, male respondents who use the internet for sending and
receiving text messages ( p , 0.05), ticketing ( p , 0.05), and informational services
JRIM
Services Male Female
4,4
Sending/receiving text messages 0.15 * 0.03
Sending/receiving picture messages 0.12 0.16 * *
Checking e-mail 2 0.03 2 0.07
Listening to/downloading music (e.g. ringtones, personalized dialing,
360 full-track download) 0.38 * * * 0.26 * * *
Playing game 0.26 * * * 0.33 * * *
Watching movies/videos/TV 0.29 * * * 0.17 * *
Gambling (e.g. lotteries, sport betting) 0.42 * * * 0.30 * * *
Ticketing (e.g. travel, game, concert) 0.17 * 0.05
Shipment tracking 0.07 2 0.03
Educational services (e.g. taking classes) 0.20 * * 0.13 *
Informational services related to health (e.g. pill reminders) 0.26 * * * 0.22 * * *
Informational services related to entertainment (e.g. sports, movies) 0.22 * * 0.12 *
Informational services related to travel/transportation (e.g. traffic,
travel, weather) 0.17 * 0.10
Informational services related to business/finance (e.g. checking share
prices, auctions, bid alerts, stock alerts) 0.28 * * * 0.12 *
Informational services related to shopping (e.g. receiving product
information, special offer, or coupon) 0.10 2 0.01
Location-based services (e.g. location and map, direction services,
personal locator services) 0.08 0.06
Table III. Payment/billing services (e.g. credit card, electricity, etc.) 0.02 0.03
Association between Purchasing products 0.06 2 0.01
current usages of internet Banking services (e.g. checking and saving accounts) 0.07 0.00
and mobile services
by gender Note: Significance at: *p , 0.05, * *p , 0.01, and * * *p , 0.001
related to travel/transportation ( p , 0.05) use the same services through their mobile
phones. The only significant association was found in female respondents’ sending and
receiving picture messages ( p , 0.01). Female respondents use this service through both
the internet and the mobile phone. Thus, H3 was partially supported.
4.2.2 Comparisons of ethnicity. Table IV presents the results of Phi (w) correlations
that identified the types of the services likely used through both the internet and the
mobile phone by different ethnic groups. Except for Hispanic respondents, respondents
in all other ethnic groups used the following services through both the internet and the
mobile services: listening to and downloading music ( p , 0.001; p , 0.01; p , 0.001,
European, African, and Asian American, respectively), playing game ( p , 0.01;
p , 0.001; p , 0.001, European, African, and Asian American, respectively), gambling
( p , 0.001; p , 0.001; p , 0.001, European, African, and Asian American,
respectively), and informational services related to business/finance ( p , 0.05;
p , 0.01; p , 0.05, European, African, and Asian American, respectively). Hispanic
respondents did not show any significant associations in their use of internet and mobile
services. No significant relationships were found in the following services for all ethnic
groups: sending and receiving text messages, checking e-mail, shipment tracking,
informational services related to shopping, location-based services, payment/billing
services, purchasing products, and banking services. This indicated that regardless of
the ethnic group, respondents who used these services through the internet did not
necessarily use them through the mobile phone. African American respondents had
White or European Black or African Hispanic or Asian American
American (155) American (114) Latino American (80) (120)
Sending/receiving text messages 20.02 0.02 0.13 0.17

Sending/receiving picture messages 0.21 * * 0.01 0.11 0.23 *
Checking e-mail 20.08 20.09 2 0.01 20.07
Listening to/downloading music (e.g. ringtones, personalized
dialing, full-track download) 0.44 * * * 0.29 * * 0.08 0.33 * * *
Playing game 0.24 * * 0.44 * * * 0.20 0.37 * * *
Watching movies/videos/TV 0.23 * * 0.32 * * * 0.17 0.14
Gambling (e.g. lotteries, sport betting) 0.41 * * * 0.37 * * * NA 0.46 * * *
Ticketing (e.g. travel, game, concert) 0.17 * 0.09 2 0.11 0.10
Shipment tracking 0.04 0.07 2 0.07 0.02
Educational services (e.g. taking classes) 0.22 * * 0.19 2 0.07 0.19 *
Informational services related to health (e.g. pill reminders) 0.14 0.37 * * * NA 0.23 *
Informational services related to entertainment
(e.g. sports, movies) 0.13 0.33 * * * 0.03 0.17
Informational services related to travel/transportation
(e.g. traffic, travel, weather) 0.11 0.25 * * 0.04 0.11
Informational services related to business/finance (e.g. checking
share prices, auctions, bid alerts, stock alerts) 0.19 * 0.28 * * 0.12 0.24 *
Informational services related to shopping (e.g. receiving
product information, special offer, or coupon) 20.01 0.08 2 0.02 0.03
Location-based services (e.g. location and map, direction
services, personal locator services) 0.11 0.11 0.07 0.05
Payment/billing services (e.g. credit card, electricity, etc.) 0.10 0.08 0.08 20.15
Purchasing products 0.09 0.04 2 0.11 0.05
Banking services (e.g. checking and saving accounts) 0.00 0.06 0.01 0.01
services
Internet
vs mobile
by ethnicity
current usages of internet
Association between
and mobile services

361
Table IV.
JRIM stronger significant associations between current use through the internet and mobile
4,4 phone in the following services: playing games ( p , 0.001), watching TV ( p , 0.001),
and informational services related to health ( p , 0.001), entertainment ( p , 0.001),
travel/transportation p , 0.01), and business/finance ( p , 0.01). Ticketing service was
likely used through both the internet and the mobile phone by White respondents only
( p , 0.05). Thus, H4 was partially supported.
362
4.3 The effects of current uses of internet services on intention to use mobile services
Regression analyses were employed to examine H5 and H6: the effects of current uses of
internet services on intention to use same services through mobile services. Findings
addressed below indicate that significant relationships were found in certain services
by gender and ethnicity.
4.3.1 Comparisons of gender. Table V shows the results of regression analyses.
In most services for both male and female respondents, current usages through the
internet significantly predicted intentions to use the same services through the mobile
phone. The findings indicate that consumers who use the service through the internet
and the mobile phone are likely to use the same service through the mobile phone in the
future. However, only male respondents’ current usages of sending and receiving text
messages ( p , 0.001) and checking e-mail ( p , 0.05) significantly predicted their
Male Female
b t b t
Sending/receiving text messages 0.20 * * 2.80 0.06 1.00

Sending/receiving picture messages 0.20 * * 2.73 0.24 * * * 4.10
Checking e-mail 0.15 * 2.02 0.09 1.48
dialing, full-track download) 0.43 * * * 6.53 0.34 * * * 6.07
Playing game 0.36 * * * 5.30 0.28 * * * 4.91
Watching movies/videos/TV 0.39 * * * 5.66 0.31 * * * 5.37
Gambling (e.g. lotteries, sport betting) 0.53 * * * 8.69 0.48 * * * 9.11
Ticketing (e.g. travel, game, concert) 0.38 * * * 5.60 0.35 * * * 6.18
Shipment tracking 0.29 * * * 4.12 0.21 * * * 3.65
Educational services (e.g. taking classes) 0.36 * * * 5.20 0.19 * * * 3.23
Informational services related to health (e.g. pill reminders) 0.25 * * * 3.54 0.24 * * * 4.19
Informational services related to entertainment (e.g. sports,
movies) 0.24 * * * 3.42 0.27 * * * 4.59
(e.g. traffic, travel, weather) 0.30 * * * 4.34 0.32 * * * 5.68
share prices, Auctions, bid alerts, stock alerts) 0.30 * * * 4.35 0.40 * * * 7.21
product information, special offer, or coupon) 0.18 * 2.56 0.25 * * * 4.41
services, personal locator services) 0.19 * * 2.66 0.22 * * * 3.87
Table V. Payment/billing services (e.g. credit card, electricity, etc.) 0.21 * * 2.93 0.24 * * * 4.20
The effects of current Purchasing products 0.15 * 2.02 0.16 * * 2.74
internet services uses on Banking services (e.g. checking and saving accounts) 0.21 * * 2.93 0.22 * * * 3.87
intentions to use mobile
services by gender Note: Significance at: *p , 0.05, * *p , 0.01, and * * *p , 0.001
intentions of using the same services through the mobile phone. In contrast, female Internet
respondents’ use of informational services related to shopping ( p , 0.001 for females, vs mobile
p , 0.05 for males), location-based services ( p , 0.001 for females, p , 0.01 for males),
payment/billing services ( p , 0.001 for females, p , 0.01 for males), purchasing services
products ( p , 0.01 for females, p , 0.05 for males), and banking services ( p , 0.001 for
females, p , 0.01 for males), showed a stronger prediction of the intention to continue
using those services. Therefore, H5 received partial statistical support. 363
4.3.2 Comparisons of ethnicity. The results of regression analyses are shown in
Table VI. In all four ethnic groups, current use of the following internet services predicted
positive intentions to use the same services through the mobile phone: sending and
receiving picture messages ( p , 0.05 for European and Hispanic Americans, p , 0.01 for
African and Asian Americans), listening to and downloading music ( p , 0.001 for
European, Hispanic, and Asian Americans, p , 0.01 for African Americans), playing
games ( p , 0.001 for European Americans, p , 0.01 for African and Asian Americans,
p , 0.05 for Hispanic Americans), watching movies, videos, and TV ( p , 0.01 for
European Americans, p , 0.001 for African and Asian Americans, p , 0.05 for Hispanic
American), gambling ( p , 0.001 for European, African, Hispanic, and Asian Americans),
ticketing ( p , 0.001 for European, African, and Hispanic Americans, p , 0.01 for Asian
Americans), informational services related to travel/transportation ( p , 0.01 for
European and Asian Americans, p , 0.001 for African and Hispanic Americans), and
informational services related to business/finance ( p , 0.001 for European, African,
Hispanic, and Asian Americans).
Ethnic differences were identified for the remaining services. For example, for all
except the European Americans, internet use of educational services significantly
predicted the intention to use the same service through the mobile phone ( p , 0.001 for
African Americans, p , 0.05 for Hispanic Americans, p , 0.001 for Asian Americans).
For African American respondents, current use of internet services was the most
important predictor of intention to use the same services through the mobile phone.
African American respondents’ use of all internet services significantly predicted their
intention to use those services through the mobile phone ( p , 0.001) except for
sending and receiving text messages. Only among African American respondents did
current purchases of product through the internet significantly predict intention to use
that same service via mobile ( p , 0.001).
European and Asian American respondents showed that their usages of all mobile
services predicted their intentions to continue to use those mobile services. African
American respondents’ current usages of all other mobile services except educational
ones significantly predicted their intention to continue using the same mobile services.
Hispanic respondents showed the weakest relationships between current and future
intentions to use of mobile services. Thus, H6 partially received statistical supports.
4.4 The effects of current uses of mobile services on intention to use mobile services
To examine H7 and H8, regression analyses were used. Significant differences were
revealed in several services in terms of predicting current use of mobile services on
intention to use same services through mobile phones. Detailed comparisons of gender
and ethnicity by each service were addressed below.
4.4.1 Comparisons of gender. Current usages of the mobile services significantly
influenced both males’ and females’ intentions to use the same services through mobile
4,4
364
JRIM
Table VI.
services by ethnicity
The effects of current

internet services uses on
White or Hispanic or
European Black or African Latino American Asian American
American (155) American (114) (80) (120)
b t b t B t b t
Sending/receiving text messages 0.05 0.63 0.06 0.66 0.17 1.46 0.21 * 2.26
Sending/receiving picture messages 0.20 * 2.44 0.29 * * 3.05 0.23 * 2.01 0.25 * * 2.58
Checking e-mail 0.08 0.99 0.25 * 2.55 0.23 * 2.04 0.06 0.63
dialing, full-track download) 0.38 * * * 5.09 0.26 * * 2.82 0.42 * * * 4.05 0.35 * * * 4.02
Playing game 0.28 * * * 3.58 0.39 * * * 4.27 0.34 * * 3.12 0.34 * * * 3.80
Watching movies/videos/TV 0.23 * * 2.91 0.38 * * * 4.29 0.26 * 2.31 0.30 * * * 3.37
Gambling (e.g. lotteries, sport betting) 0.48 * * * 6.62 0.56 * * * 7.02 0.55 * * * 5.77 0.42 * * * 5.00
Ticketing (e.g. travel, game, concert) 0.38 * * * 5.10 0.39 * * * 4.24 0.38 * * * 3.53 0.28 * * 3.13
Shipment tracking 0.20 * * 2.45 0.44 * * * 5.00 0.23 * 2.02 0.12 1.30
Educational services (e.g. taking classes) 0.13 1.57 0.31 * * * 3.36 0.26 * 2.40 0.37 * * * 4.22
Informational services related to health (e.g. pill reminders) 0.17 * 2.11 0.33 * * * 3.65 0.21 1.86 0.21 * 2.25
movies) 0.25 * * * 3.16 0.31 * * * 3.30 0.16 1.36 0.24 * * 2.62
Informational services related to travel/transportation (e.g.
traffic, travel, weather) 0.24 * * 3.00 0.43 * * * 5.00 0.37 * * * 3.45 0.25 * * 2.72
share prices, auctions, bid alerts, stock alerts) 0.33 * * * 4.17 0.38 * * * 4.21 0.42 * * * 4.00 0.30 * * * 3.36
product information, special offer, or coupon) 0.23 * * 2.88 0.33 * * * 3.67 0.18 1.59 0.15 1.59
services, personal locator services) 0.21 * * 2.61 0.39 * * * 4.39 0.10 .90 0.08 0.84
Payment/billing services (e.g. credit card, electricity, etc.) 0.16 * 2.00 0.41 * * * 4.73 0.27 * 2.44 0.16 1.70
Purchasing products 0.09 1.10 0.32 * * * 3.41 0.09 0.78 0.17 1.81
Banking services (e.g. checking and saving accounts) 0.13 1.54 0.40 * * * 4.55 0.22 1.92 0.16 1.75
phones, as shown in Table VII. Except for educational services and informational Internet
services related to business/finance, female respondents showed a significant vs mobile
relationship between current usages of all other mobile services and future intention
to use the same services through mobile phones. Male respondents showed strong services
relationship between current usages of the services through mobile phones and future
intentions to use the same services through mobile phones in the all services ( p , 0.001).
They presented stronger relationship than female respondents in the following services: 365
ticketing ( p , 0.05 for females), shipment tracking ( p , 0.05 for females), and
information services related to shopping ( p , 0.05 for females). Thus, H7 was partially
supported.
4.4.2 Comparisons of ethnicity. The results of regression analyses to examine the
effects of current usages of mobile services on intentions to use mobile services by
ethnicity are presented in Table VIII. In all mobile services, European and Asian American
respondents’ current usages positively and significantly predicted their intentions to use
the same services through mobile phones ( p , 0.001). African Americans showed
significant relationships in all services except for educational service. Unlike other ethnic
groups, Hispanic Americans showed insignificant relationship in many services except
for sending and receiving text messages, sending and receiving picture messages,
Male Female
b t b t
Sending/receiving text messages 0.68 * * * 12.72 0.67 * * * 15.20

Sending/receiving picture messages 0.63 * * * 11.10 0.54 * * * 10.97
Checking e-mail 0.45 * * * 6.86 0.36 * * * 6.38
Listening to/downloading music (e.g. ringtones,
personalized dialing, full-track download) 0.52 * * * 8.31 0.47 * * * 8.95
Playing game 0.62 * * * 10.89 0.64 * * * 13.86
Watching movies/videos/TV 0.45 * * * 6.81 0.30 * * * 5.30
Gambling (e.g. lotteries, sport betting) 0.43 * * * 6.50 0.29 * * * 5.13
Ticketing (e.g. travel, game, concert) 0.36 * * * 5.30 0.13 * 2.14
Shipment tracking 0.29 * * * 4.09 0.12 * 2.04
Educational services (e.g. taking classes) 0.24 * * * 3.38 0.12 1.95
Informational services related to health (e.g. pill
reminders) 0.46 * * * 6.98 0.28 * * * 4.85
movies) 0.48 * * * 7.50 0.29 * * * 5.12
(e.g. traffic, travel, weather) 0.32 * * * 4.63 0.29 * * * 5.01
Informational services related to business/finance
(e.g. checking share prices, auctions, bid alerts, stock alerts) 0.51 * * * 8.07 0.12 1.94
product information, special offer, or coupon) 0.40 * * * 5.92 0.13 * 2.18
services, personal locator services) 0.40 * * * 6.02 0.30 * * * 5.29
Payment/billing services (e.g. credit card, electricity, etc.) 0.33 * * * 4.70 0.44 * * * 8.12 Table VII.
Purchasing products 0.41 * * * 6.12 0.26 * * * 4.49 The effects of current
Banking services (e.g. checking and saving accounts) 0.38 * * * 5.62 0.39 * * * 7.04 mobile services uses on
Note: Significance at: *p , 0.05, * *p , 0.01, and * * *p , 0.001 services by gender
4,4
366
JRIM
Table VIII.
services by ethnicity
The effects of current
mobile services uses on
White or Hispanic or
European Black or African Latino Asian American
American (155) American (114) American (80) (120)
b t b t b t b t
Sending/receiving text messages 0.71 * * * 12.14 0.59 * * * 7.64 0.63 * * * 7.03 0.67 * * * 9.79
Sending/receiving picture messages 0.53 * * * 7.69 0.59 * * * 7.67 0.50 * * * 5.01 0.63 * * * 8.77
Checking e-mail 0.34 * * * 4.27 0.36 * * * 3.82 0.35 * * 3.16 0.46 * * * 5.51
dialing, full-track download) 0.57 * * * 8.50 0.49 * * * 5.78 0.40 * * * 3.79 0.41 * * * 4.85
Playing game 0.61 * * * 9.36 0.63 * * * 8.37 0.64 * * * 7.16 0.63 * * * 8.68
Watching movies/videos/TV 0.33 * * * 4.34 0.49 * * * 5.79 0.21 1.89 0.27 * * 3.03
Gambling (e.g. lotteries, sport betting) 0.44 * * * 6.00 0.36 * * * 3.92 0.32 * * 3.01 0.38 * * * 4.40
Ticketing (e.g. travel, game, concert) 0.34 * * * 4.44 0.19 * 1.20 0.02 0.14 0.29 * * * 3.28
Shipment tracking 0.26 * * * 3.33 0.22 * 2.21 0.00 0.01 0.23 * 2.52
Educational services (e.g. taking classes) 0.38 * * * 4.94 0.07 0.74 0.08 0.71 0.31 * * * 3.44
Informational services related to health (e.g. pill reminders) 0.39 * * * 5.10 0.40 * * * 4.53 0.15 1.28 0.31 * * * 3.48
Informational services related to entertainment (e.g. sports, movies) 0.44 * * * 5.90 0.41 * * * 4.56 0.21 1.81 0.44 * * * 5.25
Informational services related to travel/transportation (e.g. traffic,
travel, weather) 0.26 * * * 3.31 0.34 * * * 3.64 0.16 1.45 0.33 * * * 3.71
share prices, auctions, bid alerts, stock alerts) 0.34 * * * 4.37 0.32 * * * 3.45 0.15 1.32 0.44 * * * 5.27
Informational services related to shopping (e.g. receiving product
information, special offer, or coupon) 0.33 * * * 4.29 0.26 * * 2.72 0.04 0.31 0.25 * * 2.79
Location-based services (e.g. location and map, direction services,
personal locator services) 0.26 * * * 3.34 0.44 * * * 4.87 0.40 * * * 3.76 0.28 * * 3.15
Payment/billing services (e.g. credit card, electricity, etc.) 0.44 * * * 5.84 0.41 * * * 4.52 0.38 * * * 3.49 0.29 * * 3.18
Purchasing products 0.35 * * * 4.51 0.37 * * * 3.92 0.20 1.78 0.26 * * 2.90
Banking services (e.g. checking and saving accounts) 0.35 * * * 4.51 0.38 * * * 4.23 0.28 * 2.54 0.43 * * * 5.03
checking e-mail, listening to and downloading music, playing games, gambling, location- Internet
based services, payment/billing services, and banking services. Thus, H8 was partially vs mobile
supported.
services
5. Discussion
This study compared consumer usages of internet and mobile services and the effects of
such usages on future intentions to use mobile services among US consumers. Whereas 367
previous researchers (Cheong and Park, 2005; Li and McQueen, 2008; Murphy, 2007)
examined consumers’ intention to use mobile services in general, this study is unique as
it investigates consumers’ intentions to use specific types of mobile services by
examining the extension of channels from the internet to mobile phone.
5.1 Current usage of internet and mobile services

The findings reveal that current usage of mobile services by US consumers is in its early
stages. While most of the respondents are active internet users, limited use of mobile
services was found in both genders and all ethnic groups. In terms of current usages of
internet services, significant differences between genders were only found in a few types
of services: gambling, educational services, and informational services related to
entertainment and business/finances in that a greater number of male respondents used
theses mobile services compared to the counterpart. This finding of the lack of
differences between gender questions the Pew Internet & American Life Project’s (2005,
2008, 2009a, b) study in that female respondents used the internet for transaction
services (e.g. shopping, purchasing products, ticketing, shipment checking) similarly to
male users, further supported that the gender gap in IT usages and computer skills in the
USA has been lessened (Ono and Zavodny, 2005). In regard to current usages of mobile
services, very few consumers currently use different types of mobile services except for
basic services like sending/receiving text or picture messages. This finding indicates
that US consumers have not yet realized the benefits of the mobile services. Instead they
might perceive that the internet can provide better services (Constantiou et al., 2006).
These findings also provide industry with a clear view of mobile consumers based on
gender and ethnicity. The services most and least used were similar between both male
and female respondents, yet male respondents showed a higher use of mobile services.
More male respondents used the information services related to entertainment, travel,
business, and shopping, educational services, shipment tracking and location-based
services than females.
In general, all ethnic groups actively use the services available via internet. Asian,
Hispanic, and African Americans were actively engaged with some of internet services
(e.g. listening to/downloading music, watching movies, ticketing, educational services,
information services related to entertainment, business/finance) while European
Americans were the least engaged with those internet services. In regard to current
usages of mobile services, European Americans were the least engaged and African
Americans were the most engaged users of all mobile services. African Americans were
the most active users of sending/receiving text and picture messages, checking e-mail,
listening to/downloading music, playing game, watching movie or video or TV,
informational services related to health and business/finance, payment/billing services,
and purchasing products. This supports Pew Internet & American Life Project’s (2009b)
findings in that African Americans were the most active and growing users of mobile
JRIM internet African American are very interested in trying and using information to stay
4,4 constantly connected with others even while they are walking (Pew Internet & American
Life Project, 2009b). The results of this study further substantiate research on African
American’s mobile usages by identifying types of mobile services that they engage more
than other ethnic groups.
5.2 Association between current usage of internet and mobile services
368 There are types of services that consumers would like to use either exclusively through
the internet, exclusively through mobile phone, or through both. Both female and
male respondents are likely to use these services through both channels: listening to
and downloading music, playing games, watching movies, videos, or TV, gambling,
ticketing, educational services, informational services related to health, entertainment,
and business/finance. For both male and female respondents, use of internet services
was not associated with their use of mobile service for the following categories: e-mail,
informational services related to shopping, location-based services, payment/billing
services, purchasing products, banking services, and shipment tracking. These services
are used more through the internet by both male and female respondents; the findings
suggest that they prefer to use these services over the internet. Gender differences were
identified for consumers’ use of some internet and mobile services. While no significant
association was identified with female respondents, only male respondents who use the
internet for sending and receiving text messages, ticketing, and informational services
related to travel/transportation use the same services on the mobile phone.
With the exception of Hispanic respondents, respondents in all other ethnic groups
used the following services through both the internet and the mobile phone: listening to
and downloading music, playing games, gambling, and informational services related to
business/finance. Among African American respondents, more service categories had
significant associations between their current usage through the internet and the mobile
phone. Especially, strong associations were found in the informational services related to
health, entertainment, travel, and business among African Americans. In these service
categories, consumers perceived the internet and the mobile phone to be compatible.
In contrast, for all ethnic groups no significant associations were found between use of
the internet and the mobile phone for the following categories: informational services
related to shopping, location-based services, payment/billing services, purchasing
products, and banking services, and shipment tracking. Current use of these services
through the internet was not related to the use of those services through the mobile
phones; rather, consumers preferred to use the internet for them. Interestingly, Hispanic
American did not show any significant associations in the use of internet and mobile
services in that their current use of certain services through the internet were not related
to their usage of those services through mobile phone. This finding suggests that
Hispanic Americans have different values and experiences of each channel when using
the same service. Internet users might not be the right target market for mobile services
among Hispanic American; thus, there is a need for careful approach for Hispanic
Americans in that mobile marketers need to make extra efforts to educate this ethnic
group as extending the marketing strategies using mobile services.
5.3 Effects of current uses of internet services on intention to use mobile services
Consumers’ current use of services through the internet significantly predicted their
intention to use the same services through the mobile phone. Both male and female
respondents’ current usage of the various internet services strongly predicted their Internet
intentions to use the most of same services, except for sending and receiving text vs mobile
messages and checking e-mail. In all four ethnic groups, current use of the following
internet services predicted intentions to use the same services on the mobile phone: services
sending and receiving picture messages, listening to and downloading music, playing
games, watching movies, videos, and TV, gambling, ticketing, informational services
related to travel/transportation, and informational services related to business/finance. 369
The findings of this study showed that consumers’ experiences with the internet
services influences their current adoption of mobile services and eventually their
intentions to use the same services through a mobile phone for certain services. Ethnic
differences predicted consumers’ intentions to use the same mobile services on the basis
of their present use of those internet services. For example, African American
respondents’ usage of all internet services significantly predicted their intention to use
the same services on the mobile phone, with the exception of sending and receiving text
messages. Supporting the Pew Internet & American Life Project (2009b), this study
shows that African Americans would be a strong potential target market for most of the
mobile services examined in the study. This group’s internet use of purchasing products
and banking services predicted their intention to use the same services on the mobile
phone, while none of the other ethnic groups did. Thus, the companies and marketers
who sell added services to mobile phones should pay special attention to African
Americans. European Americans also show positive relationship for many services
except for sending and receiving text messages, educational services, purchasing
products, and banking services. The respondents in other three ethnic groups that use
educational services through the internet had a positive relationship to using the same
services by mobile phone. European Americans are not the most promising potential
market for educational services through the mobile phone.
Hispanic Americans’ use of the following services through the internet predicted their
intention to use the same services through the mobile phone: checking e-mail, shipment
tracking, educational services, and payment/billing services. Yet, their internet use did
not predict their intentions to use information services related to health, entertainment,
and shopping, location-based services, purchasing products, and banking services.
There were significant relationships between Asian Americans’ internet use of the
services and their intentions to use the same services through mobile phones in sending
and receiving text messages, educational services, and informational services related to
health, and entertainment. Compared to other ethnic groups, Hispanic American showed
weaker relationships between the current use of the internet services and future intention
to use the same services via the mobile phone. That is, these two ethnic groups did not see
the compatibility of many internet and mobile phone services, unlike European and
African Americans. As other scholars have examined the effects significant influences of
internet users on adopting mobile services compared to non-internet users without
consideration of ethnic groups (Anckar and D’Incau, 2002; Bigné et al., 2005; Cheong and
Park, 2005), the findings of this study suggest that each ethnic group needs a distinctive
but careful approach.
5.4 Effects of current uses of mobile services on intention to use mobile services
The findings of the study support the notion of trial of mobile services (Rogers, 1995) and
their recent use (Bagozzi and Warshaw, 1990) to predict respondents’ future intentions to
JRIM use the services based on those theories. In most categories of mobile services tested in
4,4 this study, consumers’ experiences with mobile services significantly influenced their
future intentions to use the same services through a mobile phone. Both male and female
respondents’ current usage of mobile services significantly predicted the future
intentions to use the same services through mobile phones in most service categories. In
terms of ethnic differences, consumers’ current usages of mobile services predicted their
370 future intentions to use the same mobile services in all 19 service categories for European
and Asian American respondents. African Americans shows only one insignificant
relationship: educational service.
The findings suggest that Hispanic Americans only showed a significant relationship
in a few services between current use of the mobile services and their future intentions to
use the same services. As Hispanic Americans showed weak relationships between their
current usages of internet services and future intention to use the same mobile services,
this relationship was consistent in that there was weak relationships between current
usage of mobile services and future intention to use the same mobile services. Although
Hispanic Americans had the most experiences with sending and receiving text
messages, as the Pew Internet & American Life Project (2008) indicated, they are not
current users of most of other advanced mobile services such as ticketing (e.g. travel,
game, concert), shipment tracking, educational services, or informational services
related to health, entertainment, travel/transportation, and business/finance. Their
current uses of those mobile services did not predict their future intentions. This finding
suggests that Hispanic American consumers prefer basic but not advanced mobile
services at this point. Thus, they may not be the best target group for current
mobile services; rather, unique strategies should be implemented for this market as they
do not see the compatibility between the internet and mobile phone, and are not
interested in trying advanced services through the mobile phones.
6. Conclusions
With the US population more diverse than ever (Pilkington, 2008) and consumers
demanding more services than ever, tailoring services for each segment is more important
than ever. In this context, the findings of this study provide valuable information about
mobile services. The results of the study provide significant suggestions in that
gender- and ethnic-specific marketing strategies should thus be implemented based on the
specific types of mobile services. Although respondents of this study showed very limited
current usages of mobile services, they positively intended to use various services in near
future. The finding of the intention of mobile services predicted by consumer’ current
usages of them via internet and mobile also suggests a promising future for the mobile
industry in the USA.
Special attention should be devoted to African Americans because they expressed the
most interest in their current and future intention to use the services through mobile
devices. Previous studies consistently reported that African Americans have less access
to internet at home which is mainly explained by income differences compared to
European Americans (Hoffman and Novak, 1998; Hoffman et al., 2001; Jackson et al.,
2009; Ono and Zavodny, 2003). Internet access via mobile devices is cheaper than
internet access at home through a computer, thus mobile penetration rate is significantly
greater than computer and landline phone penetration and the use of mobile internet over
computers as a money saver in developing countries in Africa has been emphasized
(Salz, 2006). Thus, the findings of the study provide the significant implication to the Internet
marketer and practitioners in that African American might be a strong target group that vs mobile
the mobile service industry in the USA should pay deliberate attention to in planning
implementation of their services. In addition, African Americans were particularly more services
interested in informational services related to business/finance, payment/billing
services, and purchasing products than other ethnic groups, suggesting this target
market as a pilot for emerging mobile payment users. 371
In addition, the use of services through the internet did predict future intentions to use
the same services through the mobile phone; therefore, it is likely that current internet
users (except for Hispanic Americans) could be a potential target group for mobile
services in the future. We also suggest that understanding current use for each internet
service is a key factor in the success of the potential use of the same service through the
mobile phone. Likewise, current users of mobile services will continue to experiment with
the new mobile services, so it is important to understand their satisfaction with current
mobile services. In addition, both gender and ethnicity showed significant effects on
consumer usage of the internet vs mobile services and intentions to use mobile services.
There are several limitations to this study. Since current usages of various mobile
services were measured by either usage vs non-usage of each service, the findings of this
study were insufficient in explaining the reasons why gender and ethnic differences exist
based on different types of mobile services. Consumer experience of specific categories of
mobile services should be investigated in more depth with usage situations, contexts,
and frequencies in order to clearly explain why gender and ethnic differences occur and
how these differences can be implemented in usages of different mobile services.
While this study reveals a picture of US consumers’ mobile service use, future research
should lead to a better understanding of heavy mobile users (e.g. teen) or innovative
adopters of mobile services (smart phone users such as iPhone, or Blackberry). Heavy
mobile users might have a different experience and expectation of mobile services and
their relationships with internet services. For example, Generation Y is an exceptional
market (Bigne et al., 2007) as its members have used the mobile phone from a very young
age for communication, entertainment and shopping. Future research should look into
this market segment and how it uses both internet and the mobile phone. In addition, the
findings showed that different ethnic groups (i.e. European and African Americans)
have different perceptions in terms of compatibility of many internet and mobile phone
services, thus further investigation is needed to examine the compatibility of internet
and mobile devices considering different target markets.
Although consumers in many Asian and European countries lead in usage of
m-commerce, the use of mobile services by Asian Americans in this study was not as
strong as that of European and African Americans. Rather, this study found that
African American consumers are the greatest users of mobile services. Future research
should clarify the role of ethnicity in mobile service usages across different countries
and investigate possible other mediating factors in this relationship.
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Corresponding author
Hyun-Hwa Lee can be contacted at: leeh@austin.utexas.edu
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2. Conceptual framework and literature review

2.1 Mobile services

2.2 Gender and ethnic differences

3.2 Data collection

3.3 Data analysis

usage of internet and

Note: Significance at: p , 0.05, p , 0.01, and * *p , 0.001

4.2 Association between current usages of internet and mobile services

Sending/receiving text messages 20.02 0.02 0.13 0.17

and mobile services

Sending/receiving text messages 0.20 * * 2.80 0.06 1.00

intentions to use mobile

Sending/receiving text messages 0.68 * * * 12.72 0.67 * * * 15.20

5.1 Current usage of internet and mobile services

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