From smartphones to iPad: Power users’ disposition toward mobile media devices

• This study proposes the concept of power user to understand users’ characteristics.
• It examines power users’ disposition toward mobile media devices.
• It examines power use’s ties with personality attributes and other variables.
• Personality attributes are strong predictors for power use.
• Media multitasking and traditional media use can partially predict power use.

The spread of mobile media devices (MMDs), such as smartphones and tablet computers, has been markedly rapid around the world in recent years. The diffusion of mobile media technology has turned some early adopters into “power users,” using MMD more innovatively, efficiently and thoroughly than others. Going beyond the research of innovative users and heavy users, this study proposes the concept of power users by investigating the interactions between the power use of MMD and personality attributes, online activities as well as traditional media use. The findings showed that personality attributes were strong predictors for power use, which was also partially predicated by media multitasking and traditional media use. Research in this stream should assist in understanding the diffusion of mobile media technology and its impact on human interaction.