This paper examines mobile Internet adoption and diffusion in the transitional economy of Jordan. The study analyses results from a study of the adoption of mobile Internet in a sample of Jordanian airline customers. Seven factors were found to predict adoption of mobile Internet. Of particular interest was the finding that the variable ‘image’ had an influence in the opposite direction to other studies, which may point to specific cultural factors unique to Jordan. The results provide a sound basis for strategic planning and IS development in Jordan with regard to consumer needs and emerging technologies in a transitional economy.
