A Study Of The Influence Factors On The Mobile Internet Diffusion In Rural Areas

This study was based on the diffusion of innovations theory, taking Changsha County rural residents as the research object, through quantitative research methods to discuss the current status and impact factors on the diffusion of Mobile Internet in rural areas,then put forward some suggestions. The study found that the diffusion of Mobile Internet in rural areas in line with the diffusion curve Rogers proposed an "S" curve. The villagers using the mobile Internet is mainly to meet their needs of entertainment, social,and information.By SPSS data analysis, the study concludes which affect the diffusion of Mobile Internet in rural areas mainly include villagers’ mass media exposure, gender, age,education, occupation, personal creativity and the characteristics of mobile Internet itself,such as compatibility, complexity, observability,and diffusion channels.Low speed,big battery consumption,expensive data costs and other issues affecting the experience.The diffusion of Mobile Internet plays an important role for accelerating rural informatization development. However, in the process of popularization, also facing the embarrass of the rural hollowing out is exacerbating.So,to expand the rural market of Mobile Internet, hardware manufacturers, software providers, telecom operators, local governments need to strengthen the rural market audience research to introduce more accurate service, cooperation and strive to win, Mobile Internet from rural areas is just a step away.