A general overview of usage of smartphones and mobile applications by young consumers in Poland, Croatia and Serbia

Blaženka Knežević , Magdalena Stefańska , Dragan Stojković


Emergence of smartphones with strong wireless networking capabilities has set the field for foundation of a various mobile commerce services. The improving access to wireless communication technologies is bringing mobile commerce to the focus of marketers and retailers as a new marketing and retail channel in the context of multichannel retailing. Research studies deal with the level of adoption and factors influencing adoption of mobile commerce within various groups of consumers in different markets. However, there is a scarcity of research studies explaining level of mobile commerce adoption in Central and Eastern Europe. The main goals of the paper are to explain the level of adoption in three countries in this region and to describe patterns of usage of smartphones and mobile applications as shopping tools within the population of young consumers in those markets. This paper, based on secondary data, explains the state of the art of smartphone usage in Poland, Croatia and Serbia. Furthermore, based on a primary quantitative survey on student population, the paper brings valuable data on smartphone and mobile application among young customers in mentioned markets. The primary research was conducted on more than 450 examinees in Poland, Croatia and Serbia and in this paper basic descriptive statistical analysis was conducted in order to discuss types of activities and some basics characteristics of young consumers regarding mobile commerce in general.
Author Blaženka Knežević - University of Zagreb
Blaženka Knežević,,
, Magdalena Stefańska (WZ / KSM)
Magdalena Stefańska,,
- Department of Marketing Strategies
, Dragan Stojković - University of Belgrade
Dragan Stojković,,
Journal seriesPrzedsiębiorczość Międzynarodowa, ISSN 2543-537X, e-ISSN 2543-4934, (0 pkt)
Issue year2017
Publication size in sheets0.8
Keywords in Englishmobile commerce, smartphones, mobile applications, Central and Eastern Europe, millenials
URL https://pm.uek.krakow.pl/article/download/1244/874
Languageen angielski
Score (nominal)1
Score sourcejournalList
ScoreMinisterial score = 1.0, 08-10-2020, ArticleFromJournal
Citation count*10 (2020-10-15)
Additional fields
Tytuł numeruChallenges for International Business in Central and Eastern Europe
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
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