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, Observability, Image, Voluntariness and Cost.
