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March 17, 2011

The Mobile Users of Today: Trends and Insights




Mobile & Attitudes - a Mobile Web User Typology from MRM Worldwide Deutschland on Vimeo.


Mobile & Attitudes – a Mobile Web User Typology by MRM Worldwide in cooperation with the Technical University Darmstadt.

Background:

Mobile online usage is growing rapidly but attention has been focused on devices, networks and operating systems instead of the users.

Objective:
Find out WHO is spending time in the mobile internet and HOW different user groups are using the mobile online services - in one of the most comprehensive ways ever available.

Methodology:
For the representative quantitative online survey, 1,717 Internet users between the ages of 16 and 70 years old from Germany and the UK were interviewed in late 2010.

Results:
A comprehensive study in which 4 different mobile web user types were developed – not based on things like "Apple vs. Android vs. Blackberry", "smartphone vs. feature phone", "app vs. web" etc. but on different mobile internet usage.

Implications:
Useful behavior insights for the future of your mobile marketing initiatives. Find out how active is your target groups regarding the mobile web, the applications they use and the apps and mobile services they show interest in.( source:Mobile Atitude )