Exploring the Use of Mobile Data Services in Europe: The Cases of Denmark and Greece

Abstract

Mobile data services seem a promising revenue source for the stakeholders that have heavily invested in mobile communications infrastructures. However, in the Western world those services have not reached the mass markets yet. This chapter focuses on two markets that are representative of the European socioeconomic environment, Greece and Denmark, with the aim to investigate and compare mobile data services use through the means of an online survey. We depict two user groups and observe their behaviors in both countries. The results indicate differences in locations and frequency of services use that can be attributed to specific socioeconomic characteristics. However, certain similarities exist in the experience derived from mobile data service use since users believe that services cannot cater to their specific needs. We conclude by underlining the current challenges faced by mobile service providers in order to increase mobile data services use and summarizing user groups’ characteristics.