Colleen Connolly-Ahern, Thesis Supervisor Steve Manuel, Thesis Honors Advisor
Keywords:
smartphones applications
Abstract:
It is commonly held that mobile phones, more specifically smartphones, are the way of future. However, current literature in the realm of communications fails to explore the implications of the newer technology, and its components, on every day life. In this honors thesis, I use qualitative data collected from six focus groups to explore how smartphones are used today, consumer choice and willingness to pay with regards to mobile applications and how users respond to advertisements within their chosen applications. The results show that consumers choose applications primarily based on peer recommendations and in an attempt to make their lives both simpler and more enjoyable. Results also show that consumers are unwilling, in most cases, to pay for applications and do not pay attention to advertisements on their smartphones unless an audio component is present.
