Should mobile Internet be an extension to the fixed web? Fixed-mobile reinforcement as mediator between context of use and future use

As the fixed and mobile Internet are converging, the question emerges whether consumers expect mobile Internet services to replicate services they know from the fixed Internet. Literature on reinforcement and displacement suggests that the use of new media depends on whether users are inclined to replace or reinforce their existing media use on a new device. This paper analyzes whether the importance that users attribute to using similar services on their mobile phone as on the fixed Internet can explain the intention to adopt mobile services. Specifically, we investigate if such fixed-mobile reinforcement could mediate the impact of personal innovativeness and several dimensions of context. We compare basic Internet services, entertainment services and transaction services. We find that especially the intention to adopt basic Internet services largely depends on the importance of using similar services in the mobile domain as on the fixed Internet. Several context-of-use predictors are partially or even fully mediated by fixed-mobile reinforcement. The results convey a positive message to operators that are betting on converged multimedia services that can be accessed from any device and from any fixed or mobile network.

► The mobile Internet is increasingly positioned as an extension to the fixed Internet. ► But do consumers really wish mobile services to replicate fixed Internet services? ► We analyze a representative, large-scale consumer survey carried out in 2010. ► Fixed-mobile reinforcement greatly impacts intention to use mobile Internet services. ► This is the first study on reinforcement effects on mobile Internet services.