| Abstract |
| In 2008, there were just 800,000 domestic smartphone subscribers. But this number increased to 20 million by Sep. 2011, and exploded to 42.32 million in 2012. The widespread emergence of smartphones and tablet PCs as a new mobile medium has not only brought about the development of ubiquitous wireless internet technology but has also triggered a fundamental change in the paradigm. In addition, the contemporary business environment and advertising market are awash with a number of changes and opportunities.
The study shows three findings. First, the smartphone users are classified into three types of group depending on their lifestyle: `a social enjoyment oriented group`, `a mobility trend oriented group`, and `a family success focused group. Second, the study on the motivation behind the use of news apps provides a practical strategy to boost news app development and advertising. Third, the motivation for the use of the news app in each lifestyle group was strong in general, which may convince newspaper businesses to find opportunities in the smartphone media market by developing news apps. Fourth, the study shows that the attitude toward news app advertising is generally below average, and that the difference by cluster is significant, raising the need to develop an ad strategy that is fine-tuned to the group type. Fifth, as a result of examining attitude toward news app advertising based on the motivation behind the use of news apps, it was found that all motivations other than information have a positive effect on the attitude toward advertising. This suggests that user satisfaction with the general use of news apps may have a positive impact on the attitude toward news app advertising. |
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| Key Words |
| 스마트 폰, 라이프스타일, 신문사 뉴스 앱 이용동기 및 태도, Mobile advertisng, consumers` perceptions and attitudes, smart media |
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