Proceedings of The Fourth International Conference on Informatics & Applications, Takamatsu, Japan, 2015

Comparative Study of Heavy and Light Users of Popular Smart Apps

Kwansub Shim
412 New Millennium Hall, 50 Yonsei-ro,
Seodaemun-gu, Seoul, South Korea, 120-749
shim1028@yonsei.ac.kr
Carl Changseok Yoon
412 New Millennium Hall, 50 Yonsei-ro,
Seodaemun-gu, Seoul, South Korea, 120-749
carl88@yonsei.ac.kr
Jungwoo Lee
412 New Millennium Hall, 50 Yonsei-ro,
Seodaemun-gu, Seoul, South Korea, 120-749
jlee@yonsei.ac.kr

ABSTRACT
This study theorizes and empirically analyzes the
difference between heavy and light users in terms of
anteceding mechanisms impacting their intention to
use three different but most popular smartphone
apps: SNS, game and music. Traditional technology
acceptance model is adapted for this study by
adding perceived enjoyment as a critical mediator.
The research model is empirically tested against
data collected via a survey. A survey instrument
was
developed
from
previous
literature.
Comparative partial least square analyses revealed
large differences across different applications as
well as across different groups of heavy and light
users of these apps. Interestingly, it seems that the
effect of social norm attenuates in heavy user group
compared to light users. Also, the path along
perceived usefulness seems to be much weaker in
heavy users, compared to the path along the
perceived enjoyment. Implications and further
studies are discussed following detail analyses.

KEYWORDS
Smartphone, mobile applications, technology
acceptance model, intention to use, perceived
enjoyment, perceived usefulness, social norm,
behavioral control, mobile game, music streaming,
social network

ISBN: 978-1-941968-16-1 2015 SDIWC

ACKNOWLEDGEMENT
This work was supported by the National Research
Foundation of Korea Grant funded by the Korean
Government(NRF-2012S1A3A2033474).

1 INTRODUCTION
Like many other researches, the heavy users
and light users compared to users of behavioral
studies were studied on addiction field.
Research on addiction (e.g. [1-4]) to look at, as
compared to the heavy users and light users on
smoking and alcohol, studies proceed with what
a more dependent and how the behavior was
different from users. Recently many people use
smartphones and they become popular, but
there are few comparative studies about
differences among users. Therefore, for
searching difference of technology acceptance
among smartphone users, the research attemps
to do comparative study which divide with
heavy and light users. In this report, Digieco [5]
referred that South Koreas smartphone
penetration which had one of the highest rates
in the world was about 80%. In this study, a
comparison study of smartphone usage was
conducted in Korea.

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Prior to the study, smartphone users investigate

commonly used applications. Park and Hwang
[6] referred that the application type which used
most commonly of Korean respondents is SNS,
Internet searching and Music. Church, Smyth
[7] showed that the majority of users in the
study, they tend to exhibit a similar pattern in
both in the mobile search when viewed in
surface. In studies of Weinstein [8], on the
other hand, between the people who use and do
not use a mobile game mentally difference
appear. Including mobile game application
instead of the mobile search, in this study, we
have to find out if any differences occur when
using SNS, Mobile games, Music applications
between heavy users and light users.
While this study does comparative analysis of
smartphone users, it enable to give contribution
about user behavior to companies. About Users
that have different Smartphone usage,
companies have opportunities to apply UX
dissimilarly. Through Companies analyze
between heavy users and light users, they are
able to utilize appropriate marketing strategy.
Verkasalo, Lpez-Nicols [9] studied the
comparative study between users and non-users
when the smartphone has just arisen. Also
Mohd Suki and Mohd Suki [10] is a mobile mlearning study compared the differences in use
between heavy users and light users. However,
recently as smartphones become common, the
research that separated by a user comparing the
heavy users and light users is rare. This study
will also be able to contribute academically,
because there is lack of comparative studies
about smartphone users usage. This study was
reconstructed based on Verkasalo, LpezNicols [9]. The existing model divided into a
users smartphone users and non-users. In
addition, this study was set for mobile internet,
maps, game applications that were expected to
be used for basically. In previous studies,
finding a different patter between the early
adopters and the public was the purpose. In this
study, the purpose was to investigate whether
other patterns are cause by the difference in
usage of smartphone users. When the existing

ISBN: 978-1-941968-16-1 2015 SDIWC

models found out different usage between users

and non-users including technical barriers
variable, this study compared how the variables
are different between heavy users and light
users except for the technical barriers variable.
2 HYPOTHESES
Verkasalo, Lpez-Nicols [9] has similar
environment for our study that a comparative
research compared with users in smartphone
usage. To improve the quality of the users
application environment through the study of
the application acceptance in Korea with high
smartphone penetration, this study was
conducted on the basis of Verkasalo, LpezNicols [9] model with different environment.
Mohd Suki and Mohd Suki [10] showed that a
comparative analysis of m-learning for mobile
users was carried out into the heavy users and
light users. The study was divided on the basis
of the users such as that used to buy contents
and how much and how often to use contents.
So this result also significant difference
between the users of the report appeared. This
study also compared against the usage time of
users using the application divided by heavy
users and light users.
In addition, Koo, Chung [11] is not a study
comparing the heavy users and light users,
however, the more explorative users have found
they can make good use of smartphones.
Through this comparative analysis of
smartphone users, we expected to be able to get
newly interesting results.
Verkasalo, Lpez-Nicols [9] reported that
smartphones and mobile service were
innovative, person who uses a smartphone was
called by early adopters and non-users was
called by majority of adopter or laggards. The
technology used also considered the time and
effort to learn and use the system because it
requires a need for smartphone services. If the
lack of technical assistance or training was
determined, adoption of smartphone services
impact on a negative effect. Therefore, the
previous study, technical barriers variable

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argued to influence acceptance to advanced

mobile services by reducing the perception of
behavioral control of the people.
However, in this study all smartphone users
would not seem to be as early adopter user,
every smartphone users determined to be a
regular user and compared the user depending
on usage time. Since this study is the status for
all users with no problems using an application
service for SNS, Mobile game, Music. So this
study except for the technical barriers variable
in the study and we reconstructed the research
model.
So we have conducted a study except for one
kind of hypotheses to reconstruct the conditions
based on the previous literature.
Hypothesis 1: Perceived behavioral control has
a positive effect on perceived enjoyment of
advanced mobile applications.
Hypothesis 2: Perceived behavioral control has
a positive effect on perceived usefulness of
advanced mobile applications.
Hypothesis 3: Social norm (influence) has a
positive effect on perceived enjoyment of
advanced mobile applications.
Hypothesis 4: Social norm (influence) has a
positive effect on perceived usefulness of
advanced mobile applications.
Hypothesis 5: Perceived enjoyment has a
positive effect on intention to use advanced
mobile application.
Hypothesis 6: Perceived usefulness has a
positive effect on intention to use advanced
mobile application.

Figure 1. Research Model

3 RESEARCH METHOD
A survey was conducted of 85 smartphone
users to collect sample data. Data was collected
through Google Docs from June 5th to June
12th 2015. Total 104 samples were returned. 19
of the responses were incomplete and discarded.
The total following table shows the summary of
sample profiles.
Table 1. Demographics
Variable
Gender

Age

Jobs

Using OS

Smartphon
es using
hour per
day

Frequency

52
29
1
49
28
3
38
20
6
3
7
7
31
47
3
4
16
29
14
7
11

64.2%
35.8%
1.2%
60.5%
34.6%
3.7%
46.9%
24.7%
7.4%
3.7%
8.6%
8.6%
38.3%
58%
3.7%
4.9%
19.8%
35.8%
17.3%
8.6%
13.6%

Male
Female
10~19
20~29
30~39
40~49
Student
Office work
Engineer
Business
Specialized
etc
iOS
Android
etc
<1 hour
1-2 hours
2-3 hours
3-4 hours
4-5 hours
> 5 hours

3.1 Instrument Development

The proposed research model is empirically
tested with data collected via survey. All

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Proceedings of The Fourth International Conference on Informatics & Applications, Takamatsu, Japan, 2015

constructs were evaluated by seven-point

Likert-type scale from 1 representing Strongly
disagree and 7, Strongly agree. The
questionnaire is modified and reworded to fit
the context of the study, resulting in fourteen
items used to measure five constructs.

This study used partial least squares (PLS) to

evaluate the relationships specified in the
research model. The PLS analysis was
performed using SMARTPLS. Measurement
model was tested to ensure that the constructs
have sufficient validity and reliability. Validity
was measured in terms of convergent validity
and discriminant validity and reliability was
measured by using Cronbachs alpha and
composite reliability[12]. To classify heavy and
light users, we divided responses into two
groups by using time. Light users consisted of
people using smartphones less than 3 hours a
day. Heavy users are defined as people using
the devices for more than 3 hours a day. As a
result, heavy users recorded 32 of 85 responses,
rests of which were classified as light users (53
responses).
To evaluate convergent validity, composite
reliability for individual items, Cronbachs
alpha, and average variance extracted (AVE)
are assessed. A generally accepted values of
composite reliability and Cronbachs alpha are
0.70 or above and the value for AVE is 0.5 or
above. As can be observed in below table 1-3,
the results of all values on SNS, mobile games,
and music streaming services for both heavy
and light user types were acceptable. All itemconstruct loadings are enough high and
significant and provide evidence of acceptable
convergent validity.
Table 2. Reliability and convergent validity for SNS

PBC

AVE
Heav
y
User
0.806

Light
User
0.857

Composite
Reliability
Heav
Light
y
User
User
0.926
0.947

Cronbachs
Alpha
Heav
Light
y
User
User
0.879
0.916

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0.904
0.849
0.750
0.807

0.907
0.847
0.833
0.821

0.949
0.918
0.900
0.926

0.951
0.917
0.938
0.932

0.900
0.823
0.857
0.886

0.897
0.827
0.901
0.892

Table 2. Reliability and convergent validity for mobile

games
Mea
sure
s

3.2 Measurement Model

Mea
sure
s

IU
PE
SN
PU

AVE

Composite
Reliability
Heav
Light
y
User
User

Cronbachs
Alpha
Heav
Light
y
User
User

Heav
y
User

Light
User

PBC

0.868

0.786

0.952

0.917

0.928

0.869

IU

0.901

0.943

0.948

0.971

0.890

0.940

PE

0.887

0.869

0.959

0.952

0.936

0.924

SN

0.755

0.702

0.901

0.875

0.832

0.793

PU

0.961

0.915

0.987

0.970

0.979

0.954

Table 3. Reliability and convergent validity for music

streaming services
Mea
sure
s

AVE

Composite
Reliability
Heav
Light
y
User
User

Cronbachs
Alpha
Heav
Light
y
User
User

Heav
y
User

Light
User

PBC

0.923

0.924

0.973

0.973

0.958

0.959

IU

0.970

0.905

0.985

0.950

0.969

0.895

PE

0.909

0.859

0.968

0.948

0.950

0.918

SN

0.968

0.782

0.989

0.915

0.984

0.862

PU

0.919

0.909

0.971

0.968

0.956

0.950

3.3 Structural Model

After determining the reliability of all the
measures, a structural model was analyzed for
the two groups, heavy users and light users.
Using PLS, an assessment of the structural
model including the path coefficients and R
square value was estimated. Path coefficient
explains the strength of the relationships
between independent and dependent variables.
For the assessment of the statistical significance
of the path estimates for each model, a
bootstrapping method was used resampling 500
samples[13]. Bootstrapping method is a
resampling method of collected data to evaluate
the significance of path coefficient[14]. The

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target t-test value was 1.960, which refers to

5% of significance level.
Comparing heavy and light users of social
network services, we found that light users'
perceived usefulness is influenced by social
norms ( = 0.385), whereas heavy users are not
( = 0.078). In light users case, it is verified that
both perceived usefulness and perceived
enjoyment affect intention to use of the SNS
applications somewhat strongly ( = 0.382,
0.352), but there is lack of significant path
between perceived usefulness and intention to
use in the case of heavy users ( = 0.173). In
addition, behavioral control did not affect
perceived usefulness of light users ( = 0.091).
The results suggest that, for heavy users,
behavioral control, perceptions of internal and
external constraints on behavior, is a significant
characteristic in order to use social network
services, affecting their enjoyments and
usefulness ( = 0.728, 0.352), but social norms
are not considered as important issues. On the
other hands, light users believe that social
norms could give them usefulness and it also
affects their intention. Thus, it is clear that a
social norm is a decisive criterion for the user
of social network services.

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Figure 2. Structural model results for social network

services heavy users and light users

Unlike SNS case, there was no significant

difference between two user types in mobile
game case. A social norm has correlations with
perceived enjoyment and usefulness for heavy
users ( = 0.447, 0.660) as well as light users (
= 0.445, 0.678). Both mediating variables affect
intention to use the applications, which are =
0.370, 0.375 for perceived enjoyment and
intention to use and = 0.628, 0.620 for
perceived usefulness and intention to use, but
there is insignificance between behavioral
control and perceived usefulness in both user
types ( = 0.040, 0.032).
In the music streaming services model, we
found that unlike the other models, the higher
correlation between behavioral control and
perceived usefulness are existed for both users
( = 0.414, 0.546). In the heavy user model
there is no relationship between social norms
and perceived enjoyment ( = 0.120) as well as
perceived usefulness and intention to use ( =
0.051). It clearly shows that perceived
usefulness is relevant to intention in the case of
light users ( = 0.413), but not heavy users.
This implies when heavy users use musicstreaming services, they are driven by
perceived enjoyment rather than considering
usefulness.
What we commonly found in all three models is
a significant relationship between behavioral
control and perceived enjoyment. It implies
when users want to enjoy the applications, even
if it is entertain services that a certain level of
skill or facilitating conditions to access is
required for.

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Figure 3. Structural model results for mobile game heavy

users and light users

Figure 4. Structural model results for music-streaming

services heavy users and light users

4 CONCLUSIONS AND LIMITATIONS

ISBN: 978-1-941968-16-1 2015 SDIWC

The study proposed three empirical research

models demonstrating a distinction between
heavy users and light users of smartphones in
terms of three different services. We replicated
Verkasalo, Lpez-Nicols [9]s research since
this study has similar environment that tried to
process a comparative study between the users
in smartphone usage. These constructs and
research model are adopted from prior research
using extended technology acceptance model[9].
Survey instruments were modified and
translated into Korean. Empirical data was
collected from 85 subjects through Google docs
for a week.
The first hypothesis that we tested addresses
perceived behavioral control in relation to
perceived enjoyment. It is accepted for both
user types of all three services. On the other
hands, the second hypothesis that shows the
relationship between behavioral control and
perceived usefulness varied by services. In the
case of SNS, heavy users perceived usefulness
is affected by behavioral control, while the
other users is not. Both user types of mobile
game services had a negative result on the
hypothesis. On the contrary, in the case of
music streaming services, behavioral control
correlated with perceived usefulness for both
users. Hypotheses 3 and 4 discuss the
relationships between social norms and
perceived enjoyment and usefulness. In the
cases of SNS and heavy users of music
streaming services, social norms is not relevant
with perceived enjoyment.
However, the opposite result was shown in
mobile games and light users of musicstreaming services. Social norms in relation to
perceived enjoyment of mobile application
services are accepted for all three services and
both users types, with one exception. When it
comes to using SNS, perceived usefulness of
heavy users is not correlated with social norms.
Hypothesis 5 and 6 examined whether
perceived enjoyment and usefulness are related
to intention to use the mobile application
services. Perceived enjoyment is relevant in all
three cases. Perceived usefulness is also

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determined as supported in all cases of light

users, but heavy users show negative result on
the construct when they use SNS and musicstreaming services.
The findings of this study show that when
people intend to use digital services enabled by
smartphones, it is different by user
characteristics such as using time and types of
services. The research proved that compared to
light users, heavy users are barely affected by
social norms in using applications. It implies
that in order to use services, heavy users would
consider its necessity for themselves rather than
others
opinion
or
recommendation.
Furthermore, it is shown that their intention is
barely affected by perceived usefulness, except
for mobile game case. This indicates that heavy
users tend to use the applications based on the
personal emotion such as enjoyment more than
effectiveness or efficiency.
There have been diverse TAM researches
conducted on mobile devices, but most of them
did not include differences in the characteristics
of mobile services under Verkasalo, LpezNicols [9]. We tested same model and proved
that there are significant differences on
intention to use mobile applications between
user types and the characteristics of mobile
services.
The limitations of this study are as follows. The
main limitation is that the number of samples
collected for the research is not enough. We
used a bootstrapping to cover up the lack of
samples, but if more data were collected, it
might bring the different results on the research.
In addition, most of respondents were students
so that it might have caused unexpected results
on dependent variables. Lastly, since we
considered only using time as a standard to
divide user types, it is possible that there is a
bias in the results. For the reason, it is
necessary for the future research to be focused
on defining and applying clear criterion for
heavy and light users of mobile devices so that
clearer and significant differences in both user
types will be able to come out.

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