accessed low-intensity content on the mobile Internet, such as humor and melody downloads. However, only 49.9% of the stationary Internet respondents reported using low-Intensity content. The results as shown in Figure 3 imply that the different usage pattern for infor mation content may be a result of system and user characteristics. High-intensity con tent, such as on-line games and education services, were less preferred on the mobile Internet than on the stationary Internet. This may be because downloading high intensity content can exceed the capacity of the mobile Internet, which usually has a low processing capability. Or it may be that the amount of information sought can- not be adequately delivered on such a tiny screen. Interestingly, the majority of low- information intensity content which respondents chose to access via the mobile Internet contained simple multimedia or textual information, such as melodies, char acter downloads, or weather reports. Moreover, this content tended to be closely related to the privacy of the mobile Internet device. Downloaded melodies or char- acters are mainly used to represent facets of ones identity to others, and location based information is usually customized to the current user contexts. These results may relate to the more personal characteristics of the mobile Internet, in that mobile Internet users prefer to access more personalized services in the mobile content busi- Conclusion and discussion The mobile Internet system differs from the stationary Internet system. First, the mobile Internet system usually offers a lower level of available system resources. Sec- ond, it provides instant connectivity, which makes it possible to use the mobile Inter net at the moment of need, anywhere and anytime. Third, it is more personal than the stationary Internet. These characteristics of the mobile Internet may have a considerable influence on ucts for several reasons. First, mobile systems cannot provide enough of the ina prod the preference of customers for services across the three major business domains. In the commerce business, customers prefer to buy low-risk rather than high-risk rma- tion needed to lower the uncertainty associated with most high-risk products Second, users can get low-risk products conveniently with minimal search costs. In the communication domain, mobile Internet users prefer to use SMS services, because of the instant connectivity and privacy provided by those systems that offer a convenient real-time communication method. In the content domain customers refer low-intensity content. Due to low-resource availability, mobile Internet sys- tems cannot provide a high level of information processing. At the same time, cus- tomers prefer more individually customized content on the mobile Internet because its personalization level is higher than that of the stationary Internet. We cannot directly apply these results to other countries and cultures. However, we believe that since Korea is one of the most active mobile internet markets. our study will prove to be the basis for tracking the growth of the mobile Inte rnet ane finding the direction it should be heading in for the future Re eterences 1. Assael, H. Consumer Behavior and Marketing Action. PWS-Kent Publishing Company, 992 246 December 2003/ol. 46. No 12ve COMMUNICATIONS OF THE ACM246 December 2003/Vol. 46, No. 12ve COMMUNICATIONS OF THE ACM accessed low-intensity content on the mobile Internet, such as humor and melody downloads. However, only 49.9% of the stationary Internet respondents reported using low-intensity content. The results as shown in Figure 3 imply that the different usage pattern for infor￾mation content may be a result of system and user characteristics. High-intensity con￾tent, such as on-line games and education services, were less preferred on the mobile Internet than on the stationary Internet. This may be because downloading high￾intensity content can exceed the capacity of the mobile Internet, which usually has a low processing capability. Or it may be that the amount of information sought can￾not be adequately delivered on such a tiny screen. Interestingly, the majority of low￾information intensity content which respondents chose to access via the mobile Internet contained simple multimedia or textual information, such as melodies, char￾acter downloads, or weather reports. Moreover, this content tended to be closely related to the privacy of the mobile Internet device. Downloaded melodies or char￾acters are mainly used to represent facets of one’s identity to others, and location￾based information is usually customized to the current user contexts. These results may relate to the more personal characteristics of the mobile Internet, in that mobile Internet users prefer to access more personalized services in the mobile content busi￾ness. Conclusion and Discussion The mobile Internet system differs from the stationary Internet system. First, the mobile Internet system usually offers a lower level of available system resources. Sec￾ond, it provides instant connectivity, which makes it possible to use the mobile Inter￾net at the moment of need, anywhere and anytime. Third, it is more personal than the stationary Internet. These characteristics of the mobile Internet may have a considerable influence on the preference of customers for services across the three major business domains. In the commerce business, customers prefer to buy low-risk rather than high-risk prod￾ucts for several reasons. First, mobile systems cannot provide enough of the informa￾tion needed to lower the uncertainty associated with most high-risk products. Second, users can get low-risk products conveniently with minimal search costs. In the communication domain, mobile Internet users prefer to use SMS services, because of the instant connectivity and privacy provided by those systems that offer a convenient real-time communication method. In the content domain, customers prefer low-intensity content. Due to low-resource availability, mobile Internet sys￾tems cannot provide a high level of information processing. At the same time, cus￾tomers prefer more individually customized content on the mobile Internet because its personalization level is higher than that of the stationary Internet. We cannot directly apply these results to other countries and cultures. However, we believe that since Korea is one of the most active mobile Internet markets, our study will prove to be the basis for tracking the growth of the mobile Internet and finding the direction it should be heading in for the future. References 1. Assael, H. Consumer Behavior and Marketing Action. PWS-Kent Publishing Company, 1992