FACTORS INFLUENCING THE ADOPTION OF SMARTPHONE APPLICATIONS BY GENERATION Y UNIVERSITY STUDENTS IN SOUTH AFRICA
Prinesh S Kasavan, Muhammad Hoque
Abstract:
This study explored the factors influencing the adoption of smartphone applications among Generation Y students enrolled at universities in KwaZulu-Natal, South Africa. Data was collected through a descriptive research approach, involving 350 participants who completed structured questionnaires distributed at various campus venues. The investigation was guided by two key dimensions: brand identity and adoption considerations such as convenience, entertainment, access to information, cost savings, and opportunities for social interaction. The responses were analyzed using descriptive statistical methods. Findings indicated a preference among students for popular, innovative, fashionable applications with brand identity acting as a powerful influence on selection decision-making. Convenience use, use for entertainment, and knowledge provision were determined to be most central selection criteria while monetary savings and socializing played a lesser role. Implications in regard to both brand perception and functional criteria characterizing smartphone application use among university students features in the findings. Implications for app programmers and teachers concerning how to improve use and uptake in further education contexts serve to highlight this research's findings.
Keywords:
Smartphone applications, Generation Y, brand identity, adoption criteria, university students, South Africa
APA citation:
PRINESH S KASAVAN, MUHAMMAD HOQUE (2025). Factors Influencing the Adoption of Smartphone Applications by Generation Y University Students in South Africa. Business & IT, Vol. XV(2), pp. 1-7, DOI: https://doi.org/10.14311/bit.2025.02.01.
Editorial information: journal Business & IT, ISSN 2570-7434, CreativeCommons license CC BY, published by CTU in Prague, 2025, https://bit.fsv.cvut.cz/
