Global mobile behaviour

This article explains research into the differences in mobile behaviour in 30 different markets. On average, people spend more than three hours a day consuming mobile media, most of this by smartphone and the remainder on tablet devices.

Global mobile behaviour

Duncan SouthgateMillward Brown

Globally, we now spend more than three hours a day consuming mobile media but consumers remain more receptive to TV ads. Millward Brown's Duncan Southgate assesses how to convert the time spent into brand building.

It's been a long time since mobile devices were just about making calls and sending text messages. Increasingly, we are carrying sophisticated communication and entertainment devices. And as these portable screens have added more services and more data connectivity, so the time we spend with them has grown and grown.

Millward Brown's AdReaction 2014 study compares and contrasts...

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