Anytime/Anywhere: Playing catch up with the mind of the smartphone consumer
Juliane Wagner
Abstract:
While the global smartphone market is growing rapidly, little is known about how consumers make use of smartphones. Taking an interpretevist approach, this research attempts to advance the field of marketing by providing insights into the mind of the smartphone consumer. The study analyses smartphone users with regards to how they integrate mobile phones into their daily lives and which role mobile location-based services (MLBS) play in this. The study attempts to establish an overall understanding of smartphone usage to enable a closer look at the...