We know a lot about WHAT people are doing in the mobile space: when they use their phones, what activities they do with their phones, how many times a day they use their phones, etc. But what is missing in the marketplace is a deep understanding of the WHY the mobile space is so powerful. Saying Going Mobile is easier said than done. That is, what is the emotional relationship people truly have with the mobile space and how they make meaning there?
To answer this, Google conducted an anthropological study to gain a better understanding of how people feel about, relate to and find meaning in the mobile space. And ultimately Google learned how brands can engage their consumers in more emotionally resonant and impactful ways.
Find the study below: