Bringing mobile to 'real' research

Masao Kakihara

This paper discusses a global study on consumer smartphone usage across 30 countries, including the Asia Pacific region, conducted by Google and Ipsos.

Bringing mobile to 'real' research

Masao KakiharaGoogle Japan

BACKGROUND

Mobile phones are now so deeply embedded into our social lives that it is almost impossible for us to clearly distinguish our mobile phone usage from any other media usage in our everyday lives. Rapid social penetration of smartphones is further accelerating this trend. However, it has been highly difficult to understand the users' mobile phone usage and their resultant behavior in reasonable relation to other media behavior. There are quite few trustful public data recourses for mobile user demographics and behavior at a global level. Furthermore, most of the...

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