Marshall School of Business
Hong Kong Mobility Roundtable
The Global Acceptance of
Technology (GAT) Model and
Demand for Mobile Data
Services
Elizabeth Fife, Ph.D. &
Francis Pereira, Ph.D.
June 2-3, 2005
Gaps in Current Technology
Diffusion Models
Don’t account for following 3 situations:
• Different adoption rates of innovations across
national markets
• Different adoption rates in the same ethnic
groups across different national markets
• Different adoption rates of innovations within the
same age groups across different national
markets
Global Acceptance of Technology
Model: GAT
Dimensions for Analyzing Adoption of
mobile service/application
• Perceived Relative Value
• Usability/Compatibility Drivers
• Cultural Socialization Drivers: social and
organizational norms
• Technology Adoption Catalyst
Global Acceptance of
Technology Model: GAT
Diffusion of
Innovation
UTUAT
GAT
TAM
Different adoption
rates across
national markets
not specifically but
can be assumed
under type of
innovation decision
not specifically,
but can be
assumed under
facilitating
conditions
YES
NO
Different adoption
rates of
innovations in the
same ethnic groups
across national
markets
not specifically but
can be assumed
under comm.
channels or type of
innovation or social
system
not specifically but
can be assumed
under social system
or comm. channels
NO
YES
NO
not specifically,
but can be
assumed under
social influence
YES
NO
Different adoption
rates within the
same age groups
across different
national markets
VERY
GENERAL
NEW
APPROACH
VERY
SPECIFIC
WMIS
U.S. Survey Statistics
1,010 Respondents
Education
Income
Other
4%
Under $24K
16%
Above $150K
16%
Masters/Ph.D
22%
Jr. High/High
School
17%
$101K-$150K
15%
Ethnicity
Hispanic
18%
$51K-100K
31%
Other
6%
$20K-$50K
22%
Bachelors
29%
Other
7%
Some College
28%
Student
27%
Caucasian
48%
Professional
66%
Profession
African American
11%
Asian
17%
51% Male
49% Female
Mobile Data Services
Frequency of downloading mobile data
services
350
never
monthly
300
daily
250
200
150
100
50
0
basic ringtone
polyphonic ringtone voice mail message
game
greeting
graphics
adult content
Mobile Data Service
Revenues as % of total revenue: 2003
(3rd qtr.)
25
20
20
15
10
10
10
5
2.9
2.5
2
0
Japan
Korea
Australia
Taiwan
Hong Kong
U.S.
Perceived Relative Value
120
PC's per 100
100
Cell as % of Telephone Subscription
Cell per 100 inhabitants
80
60
40
20
0
Hong Kong
Japan
Korea
Taiwan
Finland
U. K.
U.S.A.
Perceived Relative Value
# of Text Messages in total sent per day – U.S.
60
50
40
30
20
10
0
none
1 to 5
6 to 10
11 to 15
16 to 20
Perceived Relative Value
Amount of Time per day spent using MDS
(%)
60
50
40
30
20
10
0
1-9 minutes
10-29 minutes
30 min. to 1 hr.
1 to 2 hours
more than 2 hours
Perceived Relative Value
Likelihood that MDS will be used if following
were true
70
Somewhat/Very Likely
60
50
40
30
20
10
0
Services more
fun
Faster
connection
speeds
Someone
showed you
how to use
them
Services more
useful
Services easier
to use
Lower prices
for services
Perceived Relative Value
Extent to Which MDS has supported
the following (by age)
Stayed More Informed
50 to 65 Yrs.
35 to 49 Yrs.
Reduced Stress in Life
25 to 34 Yrs.
18 to 24 Yrs
Increased Productivity
Increased Satisfaction at
Work
0
10
20
30
40
50
60
Percentage of Respondents in Each Age Group (Likely or Very Likely)
70
Perceived Relative Value
QOL and Social Life (by age)
50 to 65 yrs
Has brought family life
into working
environment
35 to 49 yrs
25 to 34 yrs
18 to 24 yrs
Has made family
activities stressful
Below 18
Has increased amount
of time spent
communicating
w/family
Has made it more
convenient to stay in
contact w/family
Has made it easier to
organize time w/family
0
10
20
30
40
50
Percentage in Each Age Group Agreeing or Completely Agreeing
60
Perceived Relative Value
QOL and Social Life (by age)
50 to 65
yrs
35 to 49
yrs
25 to 34
yrs
18 to 24
yrs
Below 18
Has made relationships
w/friends closer
Has increased time
spent communicating
w/friends
Has made it more
convenient to stay in
contact w/friends
Has made it easier to
organize time w/friends
0
10
20
30
40
50
60
70
80
Percentage in Each Age Group Agreeing or Completely Agreeing
90
Perceived Relative Value
Reasons for using mobile data services - 2004
90
80
70
60
50
40
FUN
USEFUL
30
20
10
0
US
JAPAN
KOREA
Usability-Compatibility
Motivations to Replace Handset (U.S. :2004)
better performance
enhanced text
messaging
very important
not at all important
music downloads
bigger screen
easier to use
faster access to
mobile Internet
better multiuse device
better games
functionality
new communications
features
more modern design
0
10
20
30
40
Percentage of respondents
50
60
70
User Compatibility Drivers
Motivations to Replace Handset (U.S.:2003)
enhanced text messaging
music downloads (full song) capabilities
better quality ringtones possible
very important
smaller device
bigger screen
not at all important
easier to use
faster access to mobile Internet
better performance
better multiuse device
better games functionality
new communications features (picture mail video phone)
more modern design
0
20
40
60
80
100
120
140
160
Usability-Compatibility
Drivers
Important qualities for mobile data services
used by my friends
very important
fun to use
not important
easy to personalize
supported with good customer
service
secure
useful
easy to use
low priced
0
20
40
60
80
100
120
140
160
180
200
Usability - Compatibility
Drivers
Hong Kong – Where Mobile Users Most Frequently
Access Mobile Data Services by Age of User
35 to 49 Yrs.
In Public
25 to 34 Yrs.
18 to 24 Yrs
Below 18
In Transit
At Work
At Home
0
5
10
15
20
25
Percentage of Respondents on Each Age Group (Often or Vey Often)
30
35
Usability - Compatibility
Drivers
U.S. – Where Mobile Users Most Frequently
Access Mobile Data Services by Age of User
Age Above 65 Yrs
Age 50 to 65 Yrs.
Age 35 to 49 Yrs.
Age 25 to 34 Yrs.
Age 18 to 24 Yrs
Age Below 18
In Public
In Transit
At Work
At Home
0
10
20
30
40
50
Percentage of Respondents in Each Age Group
60
70
Usability - Compatibility
Drivers
U.S. – Where Mobile Users Most Frequently
Access Mobile Data Services by Age of User
In Public
In Transit
At a Friends
50 to 65 Yrs.
35 to 49 Yrs.
25 to 34 Yrs.
18 to 24 Yrs
Below 18
At Work
At Home
0
10
20
30
40
50
60
Percentage of Respondents in Each Age Group (Likely or Very Likely)
70
Usability - Compatibility
Drivers
Sources for learning about mobile services
30
25
2003
2004
20
15
10
5
0
friends
Internet
wireless phone
store
television
TV
events/contests
radio
movies
Usability -Compatibility
Drivers
Sources for learning about mobile services
(by age)
Internet
50
Wireless Phone
Store
45
40
Friends
35
30
25
20
15
10
5
0
Below 18
18 to 24 Yrs
25 to 34 Yrs.
35 to 49 Yrs.
50 to 65 Yrs.
Above 65 Yrs
Cultural Socialization
Adoption by Different Age Groups Across Markets
U.S. - Reasons to adopt mobile services (by age)
They should support my
work-related activities
Above 65 Yrs.
50 to 65 Yrs.
35 to 49 Yrs.
25 to 34 Yrs.
They should help me kill
time
18 to 24 Yrs
Below 18
0
10
20
30
40
50
Percentage in Each Age Group Responding Important or Vey Important
60
Cultural Socialization
Adoption by Different Age Groups Across Markets
Hong Kong – Reasons to adopt mobile
services (by age)
50 to 65 Yrs.
35 to 49 Yrs.
25 to 34 Yrs.
18 to 24 Yrs
Below 18
Enhances my work life in
absence of PC
Enhances my leisure in
my spare time
0
5
10
15
20
25
30
Percentage of Respondents in each age group
35
40
Cultural/Socialization
Drivers
U.S. – work-personal life balance (by age)
Exlusively Personal
Mainly Personal
Above 65 Yrs
50/50
Mainly for Work
Exclusively for Work
50 to 65 Yrs.
35 to 49 Yrs.
25 to 34 Yrs.
18 to 24 Yrs
Below 18
0
5
10
15
20
25
30
35
Percentage of Respondents in Each Age Group
40
45
50
Cultural/Socialization
Drivers
Hong Kong – work-personal life balance (by age)
50 to 65 Yrs.
Mainly Work
35 to 49 Yrs.
50/50
Mainly Personal
25 to 34 Yrs.
Exclusively
Personal
18 to 24 Yrs
Below 18
0
10
20
30
40
50
60
Percentage of Respondents in Each Age Group
70
80
Cultural/Socialization
Drivers
Korea – work-personal life balance (by age)
Exlusively Personal
50 to 65 Yrs.
Mainly Personal
50/50
Mainly Business
Business Use
35 to 49 Yrs.
25 to 34 Yrs.
18 to 24 Yrs
Below 18
0
10
20
30
40
50
Percentage of Respondents in Each Age Group
60
70
Cultural Socialization
Adoption by Different Ethnic Groups Within Same Market
U.S. – Work/personal use balance (ethnic
group)
Exlusively Personal
Mainly Personal
50/50
Middle-Eastern
Hispanic
African American
White Caucasian
Asian-Pacific
Mainly for Work
Exclusively for Work
0
5
10
15
20
25
30
35
40
Percentage of Respondents in Each Ethnic Group
45
50
Cultural/Socialization
Drivers
Important qualities for mobile data services
60
50
Family Relationships are
Supported Hong Kong
40
Family Relationships are
Supported U.S.
30
20
10
0
Strongly Agree
Somewhat Agree
Cultural/Socialization
Driver
Important qualities for mobile data services
60
50
Friendships are supported Hong
Kong
%
40
Friendships are supported U.S.
30
20
10
0
Strongly Agree
Somewhat Agree
Cultural Socialization
Reasons for using mobile data services
200
not important
180
160
very important
140
120
100
80
60
40
20
0
accessible
anytime &
anywhere
useful
give control over
life
informative
fun
help financially
support personal
relationships
improve social
status
Conclusion
Preliminary Assessment Using GAT
GAT Model United States Hong Kong
Perceived
Relative
Value
UsabilityCompatibility
Drivers
Cultural
Socialization
Technology
Adoption
Catalyst
HIGH
Japan
S. Korea
work
work
work
work
enhancement enhancement enhancement enhancement
Ease of Use
Important
Focus on
Practicality
No
Catalyst
Focus on
Family
Medium
Strong
Strong
Government government
push
push
Low
Thank You
fife@marshall.usc.edu
pereira@marshall.usc.edu
Center for Telecom Management
Marshall School of Business
University of Southern California
www.marshall.usc.edu/ctm