What influence does brand play on the adoption of new converged portable digital media devices amongst young adults in Australia?

Technology facilitating personal communication is becoming increasingly complex, providing consumers with a variety of choices in terms of connectivity options. Young adults aged between 18 to 34 years are the current and future consumers of today’s rapidly developing and changing technological developments. The speed that rapid advances in technology reach the market also contribute to the challenges faced by young adults in their choice of convergent communication options. For researchers the challenge resides in analysing the influences on consumer adoption of new media technologies in a rapidly changing environment where new applications evolve in a matter of months. This study aims to achieve a better understanding of what influences the decision young adults make when selecting a particular converged mobile device, and outlines an online research project currently seeking to determine the role of brand in the purchase decision making process of mobile phone converged technology in Australia.