Abstract
This study focused on the factors influencing the adoption of mobile apps among young people in Nigeria. The survey research design was adopted and a structural questionnaire was used to collect primary data from 208 undergraduate students of University of Uyo, Akwa Ibom State. The demographic data of the respondents were analyzed using descriptive statistics, while simple regression was used in testing the hypotheses. The results showed that each of the four factors examined – performance expectancy, ease-of-use, social influence, and facilitating conditions – has significant influence on the adoption of mobile apps. Based on the findings, it was recommended that developers and marketers of mobile apps should consider and prioritize these four factors when targeting young consumers in Nigeria. Keywords: Mobile apps, social influence, ease-of-use, performance expectancy and mobile market DOI: 10.7176/EJBM/14-3-07 Publication date: February 28 th 2022
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