Mobile Behavior

• Smartphone Details & Usage
  • Importance in comparison to other media/devices
    • Select statistics to compare

• Smartphone Details & Usage
  • Smartphone Penetration
  • Operating System
  • First smartphone
  • Duration of smartphone usage
  • Location of smartphone usage
  • Importance in comparison to other media/devices
    • Rather give up TV
    • Rather give up computer
    • More entertaining than TV
    • Prefer for reading news
    • Don’t leave home without it
    • Use computer to follow up information
    • Expect websites to be as easy to use as on computer
  • Reasons for using internet on smartphone
• Mobile Internet Usage
• Key Activities
• Mobile Advertising
• Mobile Local
• Mobile Shopping