Research goes mobile: Findings from initial smartphone application research

Christian Dubreuil and Sally Joubert

This paper looks at the future role of mobile in market research, now that technological advances are coming close to realising the channel's full potential.

Research goes mobile: Findings from initial smartphone application research

Christian DubreuilResearch Now, UKSally JoubertLuma Research, Australia

Introduction

Mobile research has long been discussed, and now that smartphones are experiencing rapid growth, it seems the opportunity and the capabilities are convening. A recent Ericsson Traffic and Market Report shows that 40% of the world's smartphone users access internet and apps even before getting out of bed (Ericsson, 2012). As our networked society continues to evolve, and as media becomes more social and mobile, smartphones are becoming the central device for our connected lives. The ability to offer interaction...

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