Seminar: Sungho Park, Arizona State University

Friday, May 16, 2014 10:00to11:30
Bronfman Building Room 410, 1001 rue Sherbrooke Ouest, Montreal, QC, H3A 1G5, CA

An Empirical Analysis of Consumption Patterns for Mobile Apps and Web: A Multiple Discrete-Continuous Extreme Value Approach

Sungho Park
Arizona State University

Date: May 16, 2014
Time: 10:00 am - 11:30 am
Location: Room 410


Using a unique panel data set detailing individual-level mobile app time-use, this study builds a utility theory-based model for multiple discrete/continuous choice of app use. We quantify the baseline utility and satiation levels of mobile web and app categories and examine how these vary with user demographics. The results suggest that mobile users’ baseline utility for communication apps is the highest and their baseline utility for money/banking apps is the lowest. In addition, users’ satiation level is the highest for money/banking apps and the lowest for game apps, indicating users use money/banking apps quickly and users tend to continue playing games without growing tired of them. There exists substantial heterogeneity in baseline utilities and satiation levels across users. Further, our results show that both positive and negative correlations exist in baseline utility and satiation levels of mobile web and app categories. We discuss mobile advertising strategies in an app-based economy.

For more information, please contact Cynthia Wong at: cynthia.wong3 [at] mcgill.ca

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