[스크랩] Vision Statement: How People Really Use Mobile

To marketers, the prospect of reaching shoppers through their smartphones is tantalizing. But mobile doesn't always mean on the go. New data show that 68% of consumers' smartphone use happens at home. And users' most common activity is not shopping or socializing but engaging in what researchers at BBDO and AOL call "me time."

Seven primary motivations
The reasons consumers use smartphones can be broken down into the goals listed at right, along with the average monthly minutes and percentage of interactions devoted to each.

SOURCES "Seven Shades of Mobile" study, conducted by InsightsNow for AOL and BBDO, 2012. In the first phase, 24 users completed a seven-day diary and in-depth interviews. In the second, 1,051 U.S. users ages 13 to 54 were surveyed, data on 3,010 mobile interactions were collected, and the mobile activities of two-thirds of those users were tracked for 30 days.

 

출처: http://hbr.org/2013/01/how-people-really-use-mobile/ar/1