Skip to main navigation menu Skip to main content Skip to site footer

A general overview of usage of smartphones and mobile applications by young consumers in Poland, Croatia and Serbia


Emergence of smartphones with strong wireless networking capabilities has set the field for foundation of a various mobile commerce services. The improving access to wireless communication technologies is bringing mobile commerce to the focus of marketers and retailers as a new marketing and retail channel in the context of multichannel retailing. Research studies deal with the level of adoption and factors influencing adoption of mobile commerce within various groups of consumers in different markets. However, there is a scarcity of research studies explaining level of mobile commerce adoption in Central and Eastern Europe. The main goals of the paper are to explain the level of adoption in three countries in this region and to describe patterns of usage of smartphones and mobile applications as shopping tools within the population of young consumers in those markets. This paper, based on secondary data, explains the state of the art of smartphone usage in Poland, Croatia and Serbia. Furthermore, based on a primary quantitative survey on student population, the paper brings valuable data on smartphone and mobile application among young customers in mentioned markets. The primary research was conducted on more than 450 examinees in Poland, Croatia and Serbia and in this paper basic descriptive statistical analysis was conducted in order to discuss types of activities and some basics characteristics of young consumers regarding mobile commerce in general.


mobile commerce, smartphones, mobile applications, Central and Eastern Europe, millenials



  1. Archana, K., Heejin, L., (2008). Age differences in mobile service perceptions: comparison of Generation Y and baby boomers, Journal of Services Marketing, 22(7), 568 – 577.
  2. Awa, H.O., Ogwo E.O., Ukoha O., (2014). Mobile phone service recovery: Its reflection on post-complaint behaviour, Journal of Management and Marketing Research, AABRI journals, nr 16, 1-30.
  3. Borusiak B., Szymkowiak A., (2014). M-commerce – stan i perspektywy rozwoju, in: Handel wewnętrzny w Polsce 2009-2014, IBRKiK Warszawa, 287-301.
  4. Chaffey, D., (2007). E-Business and E-Commerce, Prentice Hall.
  5. Chan, F. T. S., Chong, A. Y. L. (2013). Analysis of the determinants of consumers' m‐commerce usage activities", Online Information Review, 37 (3), 443 – 461.
  6. Choi, J., Seol, H., Lee, S., Cho, H., Park, Y., (2008). Customer satisfaction factors of mobile commerce in Korea, Internet Research, 18(3), 313 – 335.
  7. Chong, A.Y.L. (2013). A two-staged SEM-neural network approach for understanding and predicting the determinants of m-commerce adoption, Expert Systems with Applications, 40 (4), 1240-1247.
  8. Duzevic, I., Delic, M., Knezevic, B. (2016). Customer satisfaction and loyalty factors of Mobile Commerce among young retail customers in Croatia, Revista Eletrônica Gestão & Sociedade,. 10 (27), 1459-1476.
  9. Frąckiewicz E., (2015). Ekspansja technologii mobilnych w kierunku doskonalenia systemu dystrybucji i promocji, Marketing i Rynek nr 8, 168 - 176
  10. Gracz L., Ostrowska I., (2014). Młodzi nabywcy na e-zakupach. Placet, Warszawa.
  11. Gruber H., (2001). Competition and innovation: The diffusion of mobile telecommunications in Central and Eastern Europe, Information Economics and Policy, vol. 13, Issue 1, 19–34.
  12. Hamkaa F., Bouvman H., de Reuvera M., Kroesena M., (2014). Mobile customer segmentation based on smartphone measurement, Telematics and Informatics, vol. 31, Issue 2, 220–227.
  13. Howe N., Strauss W. (2000). “Millennials rising: the next great generation”, Vintage Books, New York.
  14. Iacopino P., Bailey H., Hare W., (2014). Central and Eastern Europe telecoms market: concise trends and forecasts (6 countries) 2014–2019, Research Forecast Report (pdf).
  15. Knezevic, B., Delic, M.; Knego, N. (2015). Smartphones and Mobile Applications as Shopping Tools – Attitudes of Young Retail Consumers in Croatia, Handel Wewnętrzny, 5 (358), 188-202.
  16. Knezevic, B., Jakovic, B., Strugar, I. (2014). Potentials and Problems of Internet as a Source of Purchasing Information – Experiences and Attitudes of University Students in Croatia, Business, Management and Education, 12 (1), 138-158.
  17. Knezevic, B.; Renko, S.; Pejic Bach, M. (2011). Web as a Customer Communication Channel in the Confectionery Industry in South Eastern European Countries, The British Food Journal, 113(1), 17-36.
  18. Kucharska B., (2015). Wirtualizacja zachowań nabywczych jako przejaw innowacyjności konsumentów w handlu detalicznym, Marketing i Rynek nr 10, 40-45
  19. Kumar A., Lim H. (2008). Age differences in mobile service perceptions: comparison of Generation Y and baby boomers, Journal of Services Marketing, vol. 22, Issue 7, 568 – 577.
  20. Laundon, K. C., Traver, C. G. (2007). E-commerce, Prentice Hall.
  21. Lazarevic, V. (2012). Encouraging brand loyalty in fickle generation Y consumers, Young Consumers: Insight and Ideas for Responsible Marketers, 13(1), 45 – 61.
  22. Lee, C.C., Cheng, H.K., Cheng, H.H. (2007). An empirical study of mobile commerce in insurance industry: Task–technology fit and individual differences, Decision Support Systems, 43 (1), 95-100.
  23. Lembke, J. (2002). Mobile commerce and the creation of a marketplace, Info, 4 (3), 50 – 56.
  24. Lewicki M., (2015). Reguła niedostępności w handlu elektronicznym, Marketing i Rynek nr 10, 179-189.
  25. Ling K. Ch., Chai L. T., Piew T. H. (2010). The Effects of Shopping Orientations, Online Trust and Prior Online Purchase Experience toward Customers’ Online Purchase Intention, International Business Research, vol. 3, No. 3, 63-76
  26. Lovreta, S., Stojkovic, D. (2014). E-Commerce and Integral Multichannel Strategy, in: Knego, N., Renko, S., Knezevic, B. (eds), Trade Perspectives 2014: People, technology, knowledge, University of Zagreb, Faculty of Economics and Business, 308-319.
  27. McAfee A., Brynjolfsson E. (2012). Big Data: The Management Revolution, Harvard Business Review, October 2012, 59-69.
  28. Molina-Castillo F.J., López-Nicolas C., Bouvman H. (2008) Explaining mobile commerce services adoption by different type of customers, Journal of Systemics, Cybernetics and Informatics 6 (6), 73-79.
  29. Pejic Bach, M.; Knezevic, B.; Pejic Bach, M. (2010). Development of a Web Based Business Oriented Towards a Market Niche in an Emerging Economy: Profightstore.Com, Journal of cases on information technology, 12(2), 31-48.
  30. Polacy na zakupach mobilnych, mShopper (2015). Mobile Institute Report, (pdf
  31. Ponder J. K., Markova E. N., 2002. Communications & Strategies, no. 45, p. 171-200.
  32. Rahman, S.; Azhar, S. (2011). Xpressions of generation Y: perceptions of the mobile phone service industry in Pakistan, Asia Pacific Journal of Marketing and Logistics, 23(1), 91 – 107.
  33. Stojkovic, D., Lovreta, S., Bogetic, Z. (2016). Multichannel Strategy - Dominant Approach in Modern Retailing, Economic Annals, 61(209), 105-127.
  34. Thakur, R., Srivastava, M. (2013), Customer usage intention of mobile commerce in India: an empirical study", Journal of Indian Business Research, 5(1), 52 – 72.
  35. Turban, E., King, D., Lee, J., Liang, T.P., Turban, D. (2012). Electronic Commerce 2012: A Managerial and Social Networks Perspective, Pearson.
  36. Turban, E., King, D., McKay, J., Marshall, P., Lee, J., Viehland, D. (2008). Electronic Commerce 2008: A Managerial Perspective, Prentice Hall.
  37. Worldwide Internet And Mobile Users: Emarketer’s Updated Estimates For 2015, p.12, (
  38. Worley, K. (2011), “Educating College Students of the Net Generation,” Adult Learning, 22(3), s. 31-39.
  39. Yadav, R., Sharma, S.K., Tarhini, A. (2016). "A multi-analytical approach to understand and predict the mobile commerce adoption", Journal of Enterprise Information Management, 29 (2), 222 – 237.
  40. Zhang, L., Zhu, J., Liu, Q. (2012). A meta-analysis of mobile commerce adoption and the moderating effect of culture, Computers in Human Behavior, 28(5), 1902–1911


Download data is not yet available.

Similar Articles

1 2 3 4 5 > >> 

You may also start an advanced similarity search for this article.