Motivators for the intention to use mobile TV: a comparison of South Korean males and females

Yung Kyun Choi
Dongguk University, Seoul, Korea

Juran Kim
Jeonju University, Jeonju, Korea

Sally J. McMillan
University of Tennessee, Knoxville, USA


While Europe and the US are trying to sort out technology standards and spectrum availability for mobile TV, a digitally advanced South Korea is watching soap operas, sitcoms and news programmes on the go. Some 7 million consumers (or one in every seven residents) regularly watch mobile TV programming just two years after Korea became the world's first country to broadcast such content to cell phones (Business Week 2007).