Usage of smartphones in shopping malls: Context based mobile surveying using geodata
Carsten Andreasen and Johanna Fyrbjörk Google and Ipsos
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Introduction
Smartphone penetration is growing rapidly globally. About 50% of the global web users are using their smartphone as their primary or exclusive means for going online. We surf at home, on the bus, while shopping, everywhere we go.
Google wanted to understand the challenges of mobile behavior better. The knowledge of the changes in shopping behavior is paramount for retailers everywhere. Measuring and understanding mobile usage is...