Should Latin America Fall in Love with Shopper Mobile Research?
Armando Mora and Fabio MartinsIpsos, Mexico and UK
INTRODUCTION
The smartphone revolution has taken the world by storm. As people leave the shackles of their desks and computers, more and more are using just their phones to access the Internet. In developed countries, smartphones are reaching unprecedented levels of penetration: a recent Ipsos On-line survey conducted in October 2011 revealed that in Great Britain, for example, 48% of people use a smartphone.
In Brazil, half of the sales of mobiles were smartphones in the last six months....