Lifestyles and new media: adoption and use of wireless communication technologies in China

This study examines the relationships between the lifestyles of urban Chinese consumers and the adoption and use of pagers and mobile phones. Based on a probability sample of 7094 respondents from China’s seven most prosperous cities, results show that the respondents identified as yuppies tended to integrate pagers and mobile phones into their conspicuous, westernized and socially active lifestyle. Adopting a pager and mobile phone is found to be a means to achieve social differentiation and identity among this lifestyle segment. The study demonstrates the utility of segmentation analysis in delineating complex relationships among demographics, lifestyles and adoption and use of new media.