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Everyday Internet Use. How Do End Users Use the Mobile Internet?

Author

Listed:
  • Marcus Diedrich

    (Diedrichs Creativ-Bad, Hallenberg, Germany)

Abstract

The smartphone is the most personal of all devices and for many of its users has long become the most important access to the internet. The usage is characterized by many short and targeted accesses. Many of these so-called mobile moments are context-related and therefore fundamentally different from the stationary online usage. As the smartphone accompanies its user throughout the day, it is always within reach and becomes a personal assistant for him. It provides access to a variety of apps that take on everyday functions and interact with the increasingly connected world.

Suggested Citation

  • Marcus Diedrich, 2018. "Everyday Internet Use. How Do End Users Use the Mobile Internet?," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 13(1), pages 21-29.
    • Handle: RePEc:cub:journm:v:13:y:2018:i:1:p:21-29
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    More about this item

    Keywords

    social media marketing; social networks; Web 2.0; mobile internet; Millennials; Generation Y;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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