Beneath the surface: Uncovering the hidden motivations of mobile users

Vicki Draper and Greg Stucky

This paper describes a research project for AOL, the digital entertainment company, exploring the underlying drivers of US consumers' mobile behaviour.

Mobile devices
Telephone & internet services
Digital media consumption
Devices & apps
Mobile audiences
Mobile marketing, mobile web
United States
Media consumption
Peoplemeters
Behavioural economics
Mobile research
Qualiquant, mixed mode
Quantitative data collection
Strategy

Beneath the surface: Uncovering the hidden motivations of mobile users

Vicki DraperAOLGreg StuckyInsights Now

The marketing dilemma: Surface level view = surface level insights

AOL has recently adopted a "mobile first" strategy for product development. As...

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