Once online, digital becomes the medium relied upon most. In Asia Pacific, the future of digital is very much mobile, although this role in consumers' lives is changing. The presentation is underpinned by a combination of mobile passive meter monitoring (mobile clickstream), robust quantitative analysis of both Asia Pacific's online and mobile phone user populations, and supported by ethnographic research. The presentation uses case studies to demonstrate the future of both marketing and MR, and enables conclusions to be drawn about the varying role mobile plays in peoples' lives across geographies and socio economic levels.
Mobile enables insights into the 'moment of truth' as never before. Despite mobile outnumbering online 3:1 and mobile being the irrefutable future of digital, the global market research industry lags as mobile is yet to become a mainstay data collection methodology. One key reason for this is an industry bias towards smartphone based research studies. Contrary to this industry trend, MobileMeasure partnered with TNS in China to run mobile qualitative and quantitative projects in both urban and rural towns using non-smart phones for instant multimedia insight capture. The effectiveness and efficiency of this technique is ground breaking.