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Mobile phone use has grown dramatically throughout the world. While researchers have explored various facets of use and perceptions across age groups, genders and nationalities, segmentation by utility of mobile phone attributes has received little attention in academic research. Further, understanding how antecedent of attitudes differ by utility-based consumer segments has been underexplored. This research helps to fill these gaps by presenting a holistic view of mobile phone user preferencesdblp:conf/ecis/HeadZ10 fatcat:2lksmymdjrc2todnzwicuottnq