Culture- Limited research on cultural factors related to US
adoption and use of Smartphones and mobile Internet has
been completed. Those that have cite a number of factors
specific to the US. Real-time gratification is relatively more
important to US consumers, which can be gained through
the value of entertainment applications in m-commerce [31].
Thus, part of the success of iPhone can be attributed to its
provision of real time gratification through entertainment
applications such as games, etc. Another study showed
perceived security (extent to which people believe the
Internet is secure), perceived enjoyment (rewards derived
through use of technology) and subjective norms (use of an
innovation tied to one’s social status) were all found to be
higher in the US [32]. iPhone customers achieve personal
enjoyment through the multitude of entertainment related
applications available and perceived security in that all
applications downloaded to iPhone have been approved by
Apple, giving users that much-needed sense of security.
Finally, subjective norms and social status are inherently
part of iPhone user experience, with iPhone (much like the
iPod) being seen as a status symbol.