From selfie to Syria: use and socio-cultural appropriation of smartphones by British South Asian young adults

British South Asians can be identified as transient in their cultural self-identities and their needs, expectations, perceptions and other aspects of product (e.g. smartphones) consumption require further research. This paper... [ view full abstract ]

British South Asians can be identified as transient in their cultural self-identities and their needs, expectations, perceptions and other aspects of product (e.g. smartphones) consumption require further research. This paper analyses British South Asian young adults’ interaction with smartphones with a view to obtaining a thorough understanding of their adoption, use and appropriation of smartphone devices and applications. Existing adoption and appropriation models were used and analysed to develop the conceptual framework. The research undertook in-depth interviews and netnography to collect data. The results indicate that both British-born South Asians and first generation migrants hold some distinct cultural and information needs that influence their motivation and purposes for adopting and using smartphones. However, there is significant difference between the two groups and their adoption decisions and use vary accordingly. There are reciprocal and iterative relationships between consumers, smartphone use and the socio-cultural environment. The perception and practice of ‘selfie’ and British Asian young Muslim youth’s reaction to the global terrorism and its reflection on social media underscore the complex and contrasting ways ethnic consumers use and integrate technologies such as smartphones and benefit researchers and a range of practitioner groups.