SMARTPHNESMARTMARKETING18283224TABLEOFCONTENTSOverviewSmartphoneLivingSmartphoneMarketingSmartphoneFuturesConclusionsOVERVIEWInanincreasinglymobileworld,theSmartphonehasbecomealifestyle-changingdevice.TheSmartphoneisthefirstdevicetoprovideinstantaccesstotheinternetandonlineinformationresourceswhereverconsumersgo.Time-starvedconsumerssaythatSmartphonesimprovetheirqualityoflifebyallowingthemtomultitaskon-the-move.Formarketers,thiscreatesanewopportunitytomaintaincontactwithconsumersthroughoutthedayandinfluencepurchasedecisionsinwaysneverbeforepossible.UniversalMcCannandAOLpartneredwithQuestus,aleadinginteractivemarketingandresearchfirm,toconductanextensivemulti-phaseresearchprojectexamininghowSmartphonesareinfluencingAmericanlifestylesandmediaconsumption.Thisresearchreportanalyzestheintersectionbetweenconsumermediausage,lifestyleandpurchasepreferences.SMARTPHONELIVING563MM19MMTHESTUDY:LIVING•MARKETING•FUTURES270MMUSmobilesubscribersaccessmobilewebaccessmobilewebonweeklybasisWHOMDIDWESPEAKWITH?Approximately1800participantswereselectedforthisstudybasedupontheirfrequentuseofSmartphonedevices,withnearlyallparticipantsindicatingtheyaccessthemobilewebatleastseveraltimesperweek.Thestudyalsoincludedasampleof“leadusers,”whowereaskedtokeepdailyusagediaries.isnot,126hype.1OFEVERY7MINUTESOFMEDIACONSUMPTIONTODAYISTHROUGHAMOBILEDEVICE14%‘MobileIt’sasocialtransformation.IT’SMORETHANMOBILETheSmartphoneisconsideredagreatconvenienceformanyAmericans,enablingthemtoaccessinternetcontent,applicationsandservicesanywhereandanytimeandtohaveaconstantlinkwiththeirsocialcircles.It’smorethanamediumoftransmission;it’sthepreeminenttoolforbothsocialcommunicationanddailylifemanagement.OFSMARTPHONEUSERSREPORTSATISFACTIONUSINGTHEINTERNETONTHEIRMOBILEDEVICES7TheSmartphoneisthebiggesttechnologyshiftsincebroadband,representingatrulylifestyle-changinginnovation.ConsumersenjoytheirSmartphonesandhowtheyimprovetheirqualityoflife.8MOBILEISPERCEIVEDASCUTTING-EDGEMEDIA&ASSOCIATEDWITHBEINGACTIVE,TIMELY...
