Cellular phones as an m-commerce application in the emerging youth market in South Africa

The effects of wireless communication on society emphasise one of the discrepanciesthat exists between developed and developing countries like South Africa. Mobile commerceis experiencing a growth rate in the developed world unlike in South Africa. Wirelesscommunication in the form of mobile communication is being adopted at a significantpace, especially among urban emerging youth markets in South Africa. This market’sconnectivity is mainly via SMS. The most pertinent finding of the research is that the roleof cellular phones as an m-commerce application in the emerging youth market is oneof connectivity, lifestyle and usage convention.