Abstract
Mobile penetration in Africa is currently estimated to be 78%. The youth are a significant part of the mobile phone market. The purpose of this study is to investigate the factors that influence the adoption of mobile phones amongst the youth in an emerging country like South Africa. A qualitative method employing grounded theory techniques was used. A theoretical sample of seven male and female youth participants aged 18-30 years was used to generate qualitative data in intensive multiple in-depth interviews. The findings show that both functional and non-functional requirements were important to the participants and that the most dominant factors that influenced mobile phone adoption were form factor, ease of use, functionality, and connectivity. These findings are theoretically consistent with both the mobile technology acceptance model the theory of reasoned action. However, a group of qualifier factors also emerged as significant influencers. DOI: 10.5901/mjss.2014.v5n23p519
Highlights
Studies show that mobile phone penetration in Africa rose from 2% in 2000 to 78% in 2013 (Goupe Speciale Mobile Association (GSMA) as cited in Berman 2013) and that subscriber growth is over 50% per annum (Singh 2009)
This study sought to investigate the factors that influence the adoption of mobile phones amongst the youth in an emerging country like South Africa
Using an integrated framework based on the Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM), it is the objective of this study to investigate the factors that influence the adoption of mobile phones amongst the youth in an emerging country like South Africa
Summary
Studies show that mobile phone penetration in Africa rose from 2% in 2000 to 78% in 2013 (Goupe Speciale Mobile Association (GSMA) as cited in Berman 2013) and that subscriber growth is over 50% per annum (Singh 2009). The mobile phone has gained the status of an essential requisite (Porter et al 2012). In sub-Saharan Africa, mobile phone use amongst the youth appears to be most extensive is South Africa (Porter et al 2012). This study sought to investigate the factors that influence the adoption of mobile phones amongst the youth in an emerging country like South Africa. It provides insight into the needs and wants of the youth as users of mobile phones. The study focuses on the drivers and barriers of mobile phone adoption and applies an integration of the theory of reasoned action and the technology acceptance model
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