| Innovation-Diffusion research suggests that most innovations are in line with the S curve. First of all, research using the BASS model to simulate the penetration rate of mobile Internet and prediction, so as the S curve of mobile Internet development. The mobile Internet ’Most of the critical point’ happened in2009-2010. Then it keeps stable growth between2011to2013. Around2014, the development speed will significantly slow down and in2025it will be saturated.The study analyzes the user who have adopted the mobile internet by the income, occupation, education and region distribution,founding that users in China are mainly distributed in people whose income and education level are low. It is not completely in line with Rogers opinion, which says socioeconomic status and innovation are positive correlated,and it is in line with the ’Cansey’s Slope’. According to the Theory of The Technology Cycle and S curve, the development of mobile internet will diffuse from the crowd of the Early Majority to the Late Majority.At present, the mobile Internet development gap between urban and rural areas is not narrow. But the interview founds that rural residents are willing to use mobile Internet and the city migrant workers use mobile Internet behavior is becoming mature.The research concerns the phenomenon of excessive adoption in mobile Internet. The marketing process and producers effort make contribute to users’ pursuit of social status, which is considered to be the main reason of excessive adoption.It founds that many rejecters think highly of mobile internet.But they still give up to use it. The cause why some people reject mobile Internet is about the disappearance of comparative advantage. Interpersonal communication is ideal way to encourage them to use mobile internet. The Weak Chain make contribution to diffuse the mobile internet in different crowds. Intergenerational communication and culture nurturing is probably the effective method to promote older users to use the mobile Internet. |
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