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An Analysis Of The Moderating Effect Of Age On Smartphone Adoption And Use In The United Arab Emirates

This paper investigates the adoption of smartphones among different age groups in the youth segment of the population in the United Arab Emirates (UAE). The proposed model is based on an extension of the extended unified theory of acceptance and use of technology (UTAUT2). A total of 437 questionnaires were distributed face to face to smartphone users in Dubai. The findings showed that age is a significant moderator in the proposed model, as significant differences were found between smartphone users in the UAE aged 18–22 and those aged 23–29. Specifically, age moderated the relationship between behavioural intention and five independent factors included in the proposed model: culture-specific beliefs and values, perceived relative advantage, price value, effort expectancy, and enjoyment. In addition, age moderated the effect of habit on actual use of smartphones. Accordingly, this research provides information that can help mobile companies and developers of mobile applications to improve the way they target customers in the UAE.