The adoption behaviors of mobile multimedia internet device (MMID) in Taiwan

With the crisp designs and the unbounded capabilities for sharing information, the mobile multimedia internet device (MMID) is taking the world by storm technologically. By using such MMID examples such as smartphones and tablets, the researcher launched a national telephone survey in Taiwan to get a representative sample with over one thousand responses. The survey shows the newest trends in the adoption of MMID devices and how Taiwanese use smartphones and tablets as well as the related application software. Based on the researcher´s prior in-depth interviews of smartphone users, generation and gender variables were found to explain some consumption behaviors. Hence, in this paper, the researcher seeks to use generation and gender variables primarily to investigate the adoption behaviors, plus the different consumption motivations and usage habits of MMID users. In this survey, the researcher found that more than one-third of Taiwanese own smartphones and 12% own their own tablets. Also, 9% consumers don´t have their own tablets, but share them within their own families. Surfing the internet and social messaging are MMID consumers´ primary interests. This study shows the profile of MMID users in Taiwan.