user-friendly and useful mobile Web applications has
attributed to, at least in part, designers thinking of
mobile devices as “disabled PCs” rather than
“differently-abled devices with unique capabilities”
(Nerger, 2008). The increasing availability of mobile
Web applications (and platforms that allow usergenerated
applications) makes the mobile
environment more attractive for many users. The
number of people using the mobile Internet
increased by 61 percent during the first half of 2009
(Novarra, 2009). According to a report from the
market analysis firm Juniper Research (2008),
approximately 1.3 billion wireless subscribers are
expected to use local mobile search services by 2013
worldwide. More user friendly mobile devices,
applications, and services will not only attract more
users but potentially improve consumers’ experience
with these services as well as the companies who
integrate this mobile environment into their
marketing campaigns. Therefore, it is important to
understand mobile technology and mobile services’
impact on consumers, particularly on their shopping
user-friendly and useful mobile Web applications hasattributed to, at least in part, designers thinking ofmobile devices as “disabled PCs” rather than“differently-abled devices with unique capabilities”(Nerger, 2008). The increasing availability of mobileWeb applications (and platforms that allow usergeneratedapplications) makes the mobileenvironment more attractive for many users. Thenumber of people using the mobile Internetincreased by 61 percent during the first half of 2009(Novarra, 2009). According to a report from themarket analysis firm Juniper Research (2008),approximately 1.3 billion wireless subscribers areexpected to use local mobile search services by 2013worldwide. More user friendly mobile devices,applications, and services will not only attract moreusers but potentially improve consumers’ experiencewith these services as well as the companies whointegrate this mobile environment into theirmarketing campaigns. Therefore, it is important tounderstand mobile technology and mobile services’impact on consumers, particularly on their shopping
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