Developing a Model of Mobile Web Uptake in the Developing World

Abstract

This research was motivated by the limited penetration of the Internet within emerging economies and the ‘mobile miracle’, which refers to a steep increase of mobile phone penetration. In the context of the developing world, harnessing the ‘mobile miracle’ to improve Internet access can leverage the potential of the Web. However, no comprehensive model exists, which can identify and measure indicators of Mobile Web uptake. The absence of such a model creates problems in understanding the impact of the Mobile Web. This has generated the key question under study in this thesis: “What is a suitable model for Mobile Web uptake and its impact in the developing world?”

In order to address the research question, the Model of Mobile Web Uptake in the Developing World (MMWUDW) was created. It was informed by a literature review, pilot study in Kenya and expert reviews. The MMWUDW was evaluated using Structural Equation Modelling (SEM) with the primary data that consisted of the questionnaire and interview data from Indonesia. The SEM analysis was triangulated with the questionnaire results and interview findings. Examining the primary data to evaluate the MMWUDW was essential to understand why people used mobile phones to make or follow links on the Web.

The MMWUDW has three main factors. These are Mobile Web maturity, uptake and impact. The results of the SEM suggested that mobile networks, percentage of income for mobile credits, literacy and digital literacy did not affect Mobile Web uptake. In contrast, web-enabled phones, Web applications or contents, and mobile operator services strongly indicated Mobile Web maturity, which was a prerequisite for Mobile Web uptake. The uptake then created Mobile Web impact, which included both positive and negative features; ease of access to information and a convenient way to communicate; being entertained and empowered; maintaining of social cohesion and economic benefits, as well as wasting time and money, and being exposed to cyber bullying. Moreover, the research identified areas for improvement in the Mobile Web and regression equations to measure the factors and indicators of the MMWUDW. Possible future work comprises advancement of the MMWUDW and new Web Science research on the Mobile Web in developing countries.

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Identifiers

ORCID for Wendy Hall: orcid.org/0000-0003-4327-7811

ORCID for Gary Wills: orcid.org/0000-0001-5771-4088

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