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!