Summary
We are witnessing a global mobile mind shift — the expectation that any desired information or service is available on any device, in context, at a consumer's moment of need. The Mobile Mind Shift Index (MMSI) measures how far along a group of consumers are in this change in attitude and behavior. While online adults around the world are on their way to making the mobile mind shift, consumers in some countries are farther along than others. Companies wishing to target global audiences should use the MMSI as a tool to determine how fast they have to act to offer mobile content and experiences.
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