Global Mobile Trends: From feature phones to smartphones

Geoffrey Precourt

This report from the ARF's Audience Measurement conference discusses results from a long-running research program into mobile data usage in 15 countries around the world.

Global Mobile Trends: From feature phones to smartphones

Geoffrey PrecourtWarc

The marketing ecosystem is about to be disrupted by mobile – "the largest mass medium the world has ever known," according to Lucy Hood, the Executive Director of the Institute for Communication Technology Management (CTM) at University of Southern California's (USC) Marshall School of Business.

However, mobile's impact will vary among developed and emerging markets. At the Advertising Research Foundation's (ARF) Audience Measurement conference in New York, Hood presented the most recent results of a nine-year research program in 15 countries. A global CTM research consortium of universities...

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