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Bringing mobile to 'real' research

Date of publication: April 17, 2012

Catalogue: Asia Pacific 2012: Asia Kaleidoscope

Author: Masao Kakihara

Abstract:

Mobile phones are now so deeply embedded into our social lives that it is almost impossible for us to clearly distinguish our mobile media usage from any other media usage in our everyday lives. This presentation discusses a global study on consumer smartphone usage across 30 countries including the APAC region. It also introduces a cutting-edge research initiative to gain deep insights into consumer's dynamic digital lives across mobile and desktop devices.

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