Why Read This
Mobile usage has exploded. To develop effective mobile strategies and succeed in this new customer-obsessed mobile world, companies must understand how consumers are using their mobile phones. While traditional research approaches provide some insight into consumers' mobile habits, they are subject to fallible recall. Passive mobile tracking provides an alternative approach, one that accurately records how consumers actually use their mobile phones. This report shows what UK SuperConnected consumers use their phone for, how often they use it, whether they use apps or the browser, and the role that mobile plays in their lives.