28 April 2008

Cell surfing 2008

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Buongiorno
Buongiorno commissioned a qualitative research in November 2007 to understand mobile internet behaviour of 18-34 year olds in the UK — what role it plays in their lives, key themes shaping their behaviour, and what’s in stall for the future of mobile content.

A deep dive, ethnographic approach was taken including a series of in-home interviews, going out and about with people, diary keeping and a torture test whereby PC browsing was banned for five days in order to assess the true potential of the mobile.

Although, there is a whole website dedicated to the project, I still have no idea what the real research results are. Here is what the press release says:

The main results of a qualitative study commissioned by Buongiorno are:

  • Embracers versus Pragmatists: in the mobile internet scenario, two key attitudes towards mobile phones and browsing were revealed
  • Mobile browsing depends mainly on four reasons: socialising; searching for information or entertainment; continuing actions started on the PC/internet; content downloading (music, video, games)
  • Virtuous, or Vicious? Confidence with technology determines the relationship with the medium and the use of related services
  • The impact of convergence: there is still a long way to go!

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