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The aim of this article is to review theoretical frameworks that are available for understanding such consumer attitudes and behaviours and to confront theoretical analysis with in-depth subjective investigation of a non-user, occasional user and heavy user, facing a set of different mobile media offers. The empirical analysis is conducted using Q-method. Results demonstrate similarities among users and non-users when considering their attitude towards different technologies, which opens opportunities for market consumer technologies to increase their penetration rate.<\/jats:p>","DOI":"10.4018\/ijthi.2018070105","type":"journal-article","created":{"date-parts":[[2018,4,16]],"date-time":"2018-04-16T09:08:01Z","timestamp":1523869681000},"page":"71-87","source":"Crossref","is-referenced-by-count":5,"title":["Exploring the Similarities Between Users and Non-Users of Consumer Mobile Internet Services"],"prefix":"10.4018","volume":"14","author":[{"given":"St\u00e9phanie","family":"Gauttier","sequence":"first","affiliation":[{"name":"Universit\u00e9 de Nantes, Nantes, France"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Claire","family":"Gauzente","sequence":"additional","affiliation":[{"name":"Universit\u00e9 de Nantes, Nantes, France"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"IJTHI.2018070105-0","doi-asserted-by":"publisher","DOI":"10.1145\/2470654.2466446"},{"key":"IJTHI.2018070105-1","doi-asserted-by":"publisher","DOI":"10.2307\/25148693"},{"key":"IJTHI.2018070105-2","doi-asserted-by":"publisher","DOI":"10.2307\/25750701"},{"key":"IJTHI.2018070105-3","doi-asserted-by":"publisher","DOI":"10.2307\/3250921"},{"key":"IJTHI.2018070105-4","doi-asserted-by":"publisher","DOI":"10.2307\/25148634"},{"key":"IJTHI.2018070105-5","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijhcs.2010.11.004"},{"key":"IJTHI.2018070105-6","doi-asserted-by":"publisher","DOI":"10.1016\/j.erap.2009.11.002"},{"key":"IJTHI.2018070105-7","doi-asserted-by":"crossref","unstructured":"Brown, S. 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