Mobile phone usage behavior: A longitudinal study of university students in Oman

Abstract

AbstractMobile phones have emerged as ubiquitous devices beyond simple means of communication. Students studying at tertiary‐level educational institutions are one of the major target groups for mobile companies. Notwithstanding, the educators and the marketers of mobile phones and services do not know much about their needs and mobile phone usage behavior. This study aims to determine the mobile phone needs and usage behavior of university students in Oman. The study delves upon longitudinal data collected over three different points of time in a decade and analyzes the changes in students' needs and mobile usage behavior. The findings suggest that students' preferences over time for mobile phones have changed not only for brands but also the way they patronize mobile phones and associated services. The study gives a vital lead to educators and the marketers of mobile phones and services. By understanding the mobile phone needs and usage behavior of students, educators can target their content and deliveries and marketers can target their features, apps, and services innovatively to this emerging segment.