The Socio-economic characteristics of 'earlier adopters' at national and state levels

an empirical examination of the Australian mobile phone consumer market

Gordon Brooks, Farhat Yusuf

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

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Abstract

Recognising the importance of the diffusion of innovations, and the disparate findings regarding Rogers’ socio-economic general characteristics of the ‘earlier adopter’, this paper examines the relationships between the adoption of mobile phones in Australia and the characteristics age, income and occupation status at the national and state levels. Evidence is found to support a negative relationship between adoption and age, and positive relationships between adoption and both income and occupation status. These relationships were in evidence at both national and state levels to varying degrees. Possible causes of this variability are posited, specifically a hierarchy of influence among the characteristics and a reduction in influence over time. The persistence of these characteristics over time is noted. Avenues for further research are identified.
Original languageEnglish
Title of host publicationANZMAC 2007
Subtitle of host publicationproceedings : 3Rs - reputation, responsibility and relevance
EditorsMaree Thyne, Kenneth R. Deans, Juergen Gnoth
Place of PublicationDunedin, New Zealand
PublisherUniversity of Otago
Pages2954-2960
Number of pages6
ISBN (Print)9781877156299
Publication statusPublished - 2007
EventAustralian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand
Duration: 3 Dec 20075 Dec 2007

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2007)
CityDunedin, New Zealand
Period3/12/075/12/07

Keywords

  • adoption
  • Rogers
  • earlier adopter
  • innovators

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