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Using the World Wide Mobile Data Services Study, which provides multi-year multi-country data, we find that cultural differences are critical drivers of wireless data service adoption. We also find that age differences drive patterns in mobile data service adoption. Difficulty does not detract from use for younger users who are also interested in fun features. Demand, however, remains driven by usefulness and younger users, who are not yet using wireless data services for work, are less inclined to pay for them.