Beneath the surface: Uncovering the hidden motivations of mobile users

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

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 a content publisher, whose business is primarily ad-driven in the online space, AOL is quickly repositioning its organization to fully understand the cross-platform consumer and successfully execute its vision in the mobile space. At the same time, more of AOL's B2B customers like BBDO are looking for integrated cross-platform solutions from their media partners, and at a more basic level, guidance...

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