The evolving value of mobile services: a cross-cultural study of consumer preferences

Purpose This study investigates how consumers across four countries - Germany, Japan, South Korea and the United States - perceive the value of mobile communication services. The research aims to identify evolving usage patterns and value preferences in the context of digital transformation and cross-cultural differences, contributing to a deeper understanding of mobile internet adoption and consumer benefit perception. Design/methodology/approach Based on the multidimensional value framework, we classify mobile services into six functional attributes including voice communication, social networking, information access, financial services, mobile shopping and digital content. A choice-based conjoint analysis was conducted with 1,977 smartphone users, estimating utility values for each service attribute relative to perceived cost. The comparative design allows for the identification of cross-national variation in perceived consumer value. Findings There are significant cross-country differences in value perception. While consumers in South Korea and Japan place higher value on internet-based services such as mobile finance and SNS, users in the USA and Germany emphasize traditional voice and text services. Cultural context, market structure and technological environment play critical roles in shaping these preferences, and the value share of voice communication consistently declined from 3G to 5G. Originality/value This study extends prior research by applying a rigorous empirical framework to quantify the consumer-perceived value of mobile services across borders. Integration of cultural theory, service attributes, and utility modeling offers valuable implications for policymakers and digital service providers navigating diverse digital economies.