Texas millennials and their smartphones: A uses and gratifications study

Kenton T. Wilkinson and Magdalena Saldaña

Journal of Cultural Marketing Strategy, 2018, vol. 3, issue 1, 31-42

Abstract: This study of how and why Hispanic millennials at a Texas university use their smartphones employs a uses and gratifications approach. A survey was undertaken to amass data from 214 students who grew up in the state and are regular smartphone users. The gratifications that respondents derive from their smartphones were analysed in light of basic Hispanic cultural values. The findings indicate that Texas Hispanic millennials obtain two main gratifications from smartphone usage: entertainment and connectedness. The authors call for more studies into smartphone use by specific segments of the Hispanic population in various regions of the USA.

Keywords: uses and gratifications; Hispanic millennials; smartphone use (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2018
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