Australian consumers' adoption of mobile phones: a five-year study of the market and its structure

This study aims to examine characteristics of Australian households which had mobile phones, and to test two of Rogers' generalised descriptions of the 'earlier adopter'. The study is based on data collected in two nationally representative Household Expenditure Surveys conducted by the Australian Bureau of Statistics in 1998-99 and 2003-04. Findings indicate that the number of households with mobile phones increased by 80%, and market penetration increased from 37% to 60% of all households during the five year period. Propensity to own a mobile phone was higher among younger household heads, and seemed to increase with the household income and the number of credit cards. The use of mobile phones was somewhat lower among female headed households Rogers posited that 'earlier adopters' would have higher incomes. This was supported in both surveys. Rogers also posited that there is no relationship between age and adoption. However, both surveys demonstrated consistent relationships indicating that 'earlier adopters' tend to be younger. Some of the managerial implications of the findings are also discussed.