Abstract:

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.