Culture - Limited research on cultural factors related to US adoption and use of Smartphones and mobile Internet has been completed. Those that have cite a number of factors specific to the US. Real-time gratification is relatively more important to US consumers, which can be gained through the value of entertainment applications in m-commerce [31]. Thus, part of the success of iPhone can be attributed to its provision of real time gratification through entertainment applications such as games, etc. Another study showed perceived security (extent to which people believe the Internet is secure), perceived enjoyment (rewards derived through use of technology) and subjective norms (use of an innovation tied to one’s social status) were all found to be higher in the US [32]. iPhone customers achieve personal enjoyment through the multitude of entertainment related applications available and perceived security in that all applications downloaded to iPhone have been approved by Apple, giving users that much-needed sense of security. Finally, subjective norms and social status are inherently part of iPhone user experience, with iPhone (much like the iPod) being seen as a status symbol.