Brandheld: Unlocking the value of the mobile internet
Simon Kendrick, Essential Research
The following paper won the Simon Broadbent/IPA Award Winner for Best Paper delivered at the Media Research Group Conference in Malta, November 2010. For a link to the presentation, click here (pdf).
Brandheld is a self-funded independent examination of who uses the mobile internet and why, who doesn't use it and how that may change.
The research project was conducted in the UK by Essential Research in conjunction with 23 organisations including media owners, mobile networks, handset manufactures and retailers.
It was a six-month study that...