Consumer behaviour2006I. Introduction In general, communication refers to exchange of ideas between two people or more and it is slightly different from that of telecommunication. According to National Telecommunication and Information Administration in United States, telecommunication relates to any transmission, emission, or reception of signs, signals, writing, images and sounds or intelligence of any nature by wire, radio, optical or other electromagnetic systems. In fact, telecommunication supports the way people communicate and vice versa, especially in digital era. The coming of digital technology, known as the representation of two binary digits: ‘0’ and ‘1’, few decades ago has enabled us to convert any kind of information (voice, data, and video) into other forms.
This advantage of digital age, in turn, enables us to experience the era where people can communicate in many forms: voice (through telephone, handy talky etc), data (short message services/SMS, facsimile etc), and video (video streaming, video conference etc). This situation refers to the era people call as the convergence in digital technologies. The maturity of communications and internet technologies has spawn a new model of the world’s economy, borderless economy.
The terminology refers to the existence of cross-nations or even cross-continents trade and commerce. Under such circumstances, in internet era, companies need to remember that a corporate website is inherently global since when a company launches a Web site, it is accessible by worldwide audiences. All above information are facts about the development of telecommunication technologies. Thanks to the improvement and maturity in networking technologies that helps people to communicate one to another across the cities, lands, or even continents. All advanced technology is useless if carriers or operators cannot employ the benefits of the technology to serve the market.
In order to serve the market well, a carrier should understand what the customers want and needs. Concerning the target market of telecommunication services, in this paper, I will identify, compare and contrast consumer behaviour of Generation Y that includes beliefs, feelings and actions, towards adopting and integrating mobile 3G services in Australia. Generation Y are people who were born within 1979-1988 or currently they are in 18–27 year-old. This demographic segment becomes an important segment in marketing strategy since the Generation Y are potential markets that have particular characteristics.
This generation also shows great interest but slow adoption in technology-related services that suggests mobile carriers should smartly define their needs and how to market services to them (Gainsford, 2005)In addition, Peter Sheahan also emphasizes the important to market in this demographic segment since Generation Y that accounts for 4.5 million Australian has become the frontline in Australia workforce, considering other issues such as the aging population and the declining number of Generation X. Concerning the issue, in this paper, I would like to discuss about the development of 3G services in Australia, which aim at targeting the “20-something” consumer (Generation Y).
The focus of this paper is to identify the consumer behaviour of the 20-something consumer segment (Generation Y) that includes demographics, lifestyle choices, values, social influence and aspirations factors.