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Examining Mobile Search Adoption: The Swedish Experience in the Uptake Phase
Abstract
The multimedia features brought by the rise of the mobile access to internet are tightly linked to the massive access of the public to mobile search. To date, there is limited knowledge on how distinct groups make use of mobile search in their everyday life. Attempting to fill that void, the purpose of this chapter is to describe and explain how mobile search behaviours have gained traction among distinct groups in Sweden from 2010 to 2012. The findings evidence a growing uptake among all groups over time. Smartphone ownership and age score the highest odds ratios, revealing smartphone users and 16–29 year olds as most inclined to use mobile search. In addition, a high education and use of a personal or company subscription show significant results.
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