Usage of smartphones in shopping malls: Context based mobile surveying using geodata

Carsten Andreasen and Johanna Fyrbjörk
Google and Ipsos


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Introduction

Smartphone penetration is growing rapidly globally. About 50% of the global web users are using their smartphone as their primary or exclusive means for going online. We surf at home, on the bus, while shopping, everywhere we go.

Google wanted to understand the challenges of mobile behavior better. The knowledge of the changes in shopping behavior is paramount for retailers everywhere. Measuring and understanding mobile usage is still in its infancy and the usage of geo triggering has been complicated until now. In an era where respondents are losing interest in surveys faster than ever before, research using a mobile app is an ideal research technology for engaging with people in a familiar, digital environment at the point of experience.