This presentation describes the major motivators and factors that influence attitude toward using mobile TV in South Korean young adults. The presentation is based on a 2009 study published in : International Journal of Advertising, 28(1), pp. 147–167

1. “Motivators for the intentionto use mobile TV” A comparison of South Korean males and femalesYung KyunChoi, DonggukUniversity, Seoul, KoreaJuranKim, JeonjuUniversity, Jeonju, KoreaSally J. McMillan, University of Tennessee, Knoxville, USA

2. Overview 2009 Study of 256 South Korean college students Uses and gratifications for using Mobile TV Does gender affect the motivation, attitude and intention to use? Implications for marketers Further research

3. Mobile TV Device

4. Major motivators for using mobile TV Entertainment Social Interaction Attitude Intention Permanent access Fashion/Status For both males and females, the attitude toward using mobile TV was positively related to intention to use. Only fashion/status had a direct relationship with both intention to use as welll as with attitude toward mobile TV

5. Differences in males and females Male gratification: attitude toward using mobile TV is influenced by entertainment, permanent access, fashion/status motivation Female gratification: social interaction, permanent access The differences in male/female communication style is consistent with existing literature – male communication more focused on notion of social hierarchy; female communication more network-oriented

6. Implications for Marketers Address users’ fashion/status motivation, as this will facilitate penetration of the technology and directly influences the intention to use mobile TV regardless of gender Advertising needs to target consumers by gender: Female: emphasize value of intimacy, support from family, significant others Male: emphasize the concept of independence, fun lifestyle, social status

7. Summary South Korea is a great place to study mobile TV – commercially available since 2005, 13.7 million users College students (18-30 yrs) a good demographic: key users of mobile tech, also increasingly the lifestyle of young adults sets the trends for the population at whole Gender differences in needs (uses and gratifications) – should be reflected in marketing of mobile TV Future studies on mobile TV use should look at different countries and other demographics

8. Credits Study of South Korean college students: International Journal of Advertising, 28(1), pp. 147–167 © 2009 Advertising Association Published by the World Advertising Research Center, www.warc.com DOI: 10.2501/S0265048709090477 Image of mobile TV device retrieved from Flickr photos, creative commons: uploaded on June 10, 2009 by Brad20 pro user. http://www.flickr.com/photos/bfortner/3520394571/