The mobile internet revolution and its implications for research
Jamie CattellResearch International Japan
INTRODUCTION
The rapid growth of the internet coupled with problems associated with conventional research methodologies has led researchers to adopt online research techniques. In the West the main thrust of online research is in the arena of the fixed line internet. However in Japan, the first country in the world to experience rapid growth of the mobile internet, researchers and marketers alike are already using the mobile internet for research activities.
Japan's mobile internet development is at least one to two years ahead of the West...