Online Purchase Behavior of Mobile-Only-Internet-Users across Countries

As the world becomes increasingly interconnected, a growing number of consumers rely solely on mobile devices for their internet access. This research investigates the online buying behavior of Mobile-Only-Internet-Users (MOIUs) across cultures, utilizing two of Hofstede’s cultural dimensions and income per capita (IPC) as independent variables. Traditionally, internet shopping research focused on desktop access, assuming consumer behavior could be attributed to demographics, goals, and attitudes. However, with the rise of mobile Internet, this study aims to understand how patterns shift when ownership and access to desktop computers become less relevant for online buying. The research identifies that MOIU numbers negatively correlate with Hofstede’s cultural dimension, Individualism vs. Collectivism (IDV) scores, emphasizing that users in individualistic societies prioritize data privacy. Young users (15 - 29 years) are more likely to be MOIUs across countries, indicating a generational shift towards mobile-only usage. GDP per capita shows no significant impact on global MOIU percentages. The study concludes by emphasizing the roles of uncertainty avoidance and demographic variables in MOIU behavior. Countries with higher IDV scores exhibit lower MOIU percentages, while Uncertainty Avoidance Index (UAI) has no significant effect. Future research should explore cross-cultural patterns in situated vs. ubiquitous online buying behavior amidst continuous technological development.