The Evolution of Mobile Research: Smartphones


Research shows that smartphone ownership has been on a steady rise, and figures have been staggering.  More than half of US mobile phone users own a smartphone, which accounts for 9.14 million smartphones.  All over the world, there are five billion mobile phone users, and from this total, there are over one billion smartphone users. 

This data is significant not only for mobile phone users, but for marketing researchers as well.  Smartphones are important mobile research devices – it makes it possible to conduct research anytime, anywhere– and this is where the opportunities lie for mobile research. 

The camera function of mobile phones make it possible for researchers to see and experience what the participants are experiencing at any given time.  For example, the participants may upload information, including photos or videos directly from their smartphone without having…


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