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

This paper reports on a mobile research study by Google in Sweden to understand consumers' usage of smartphones during the in-store shopping experience.  

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...

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