Generational and Lifestyle Differences in Mobile Phone Usage (Top Three Paper).

This study sees the mobile phone as a new medium evolving from the fixed telephone and examined the influences of generation and lifestyle factors to mobile phone usages. 276 participants of mobile phone users were classified into three generation groups and three lifestyle groups by a cluster analysis. Generational distribution of each lifestyle group was described and compared to each other. A factor analysis of motivation in mobile phone uses resulted in five significant motives compared to those of conventional mass media. Lastly, a multiple analysis of variances was run to identify differences in motives and usages among three generations and lifestyle groups. Generation and lifestyle factors, as social and cultural variables, appeared to have meaningful, but modest effects on mobile phone usages. The implication of generational and lifestyle differences in media behaviors were discussed in terms of a potential drive for a future societal change. ..PAT.-Conference Proceeding [ABSTRACT FROM AUTHOR]