智能手机市场分析汇.pdfVIP

sMarT phph nene sMarT marketing Table of conTenTs 2 overview 4 smartphone living 18 smartphone Marketing 28 smartphone futures 32 conclusions overvIew In an increasingly mobile world, the smartphone has become a lifestyle- changing device. The smartphone is the fi rst device to provide instant access to the internet and online information resources wherever consumers go. Time-starved consumers say that smartphones improve their quality of life by allowing them to multitask on-the-move. for marketers, this creates a new opportunity to maintain contact with consumers throughout the day and infl uence purchase decisions in ways never before possible. universal Mccann and aol partnered with Questus, a leading interactive marketing and research fi rm, to conduct an extensive multi-phase research project examining how smartphones are infl uencing american lifestyles and media consumption. This research report analyzes the intersection between consumer media usage, lifestyle and purchase preferences. sMarTphone LIVING The sTudy: lIvIng •MarkeTIng • fuTures 270MM US mobile subscribers 63MM access mobile web 19MM access mobile web on weekly basis Whom did We speak With? approximately 1800 participants were selected for this study based upon their frequent use of smartpho