The significance of mobile internet is growing. A few years ago only a very small percentage of people had tried mobile internet let alone used it regularly. New generation mobiles with better screens, features and capabilities have arguably removed some of the barriers that hampered adoption such that penetration has now reached 24% and is predicted to rise to 48% by 2014.
This project explores the emerging behaviours of internet on the move and explains the impact and influence of this new channel, now and in the future.
We provide a comprehensive analysis of the different consumer behaviours that exist; we explain why some are ‘Converts’ and others are ‘Informed Rejecters’ and set out the importance of ‘Undefined Followers’ and why there remains a large proportion of ‘Self-Inhibited’.
This project allows you to:
1. Explore the future possibilities for internet on the move
· Steers on the likely timescale till internet on the move reaches its tipping point
· Advises on form and content necessary for tipping point to be reached
· Explore the opportunities for location-based services and content
2. Explore the significance of learning and motivation in the adoption of new technology
· Determine the learning and motivational stages individuals go through when adopting new technologies generally and internet on the move specifically
· Identify, the factors that encourage individuals to keep moving forward in this learning process
3. Explore the current behaviours of how internet is used on the move
· Provide an understanding of the user experience - what applications and content are people using and why?
· Determine current user profiles, needs and styles of use
· Explain the mental and material barriers to use
4. Guide on the implications of internet on the move for your brand
· How to make the most out of this new channel to optimise your internet and mobile strategy. Should the purpose, look and feel of mobile-related services differ from your ‘traditional, fixed’ Internet services?
· How to make the most out of this new channel for marketing and advertising purposes.
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