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| Industry Trendspotting | Clients
:
The Mobiles - Social Evolution in a Wireless Society Wireless
technology has evolved at a breakneck speed while people's
attitudes and behaviors have not. The result is a gap between
what people do and what they can
do wirelessly. Marketers and developers who deeply understand people's needs
and wants can bridge that gap."The Mobiles: Social Evolution in a Wireless Society" points to the establishment of a new class – the Mobiles. This study takes a hard look at how people and cultures evolve and advance in their adoption of the new mobile lifestyle. The report also includes detailed summaries of findings by country and age and concludes with a prediction for what's to come in wireless and wi-fi. The study was conducted by a team of true cultural insiders - professional ethnographers living and working in seven cities around the world: Beijing, New York City, San Francisco, Rome, Stockholm, Rio de Janiero and Sydney. The Context team observed and interviewed 144 participants, "going deep" (meeting several times over the course of a few weeks) with 26 of them. Wireless Opportunities Technological innovations alter the way we live and as anthropologists Context felt almost duty bound to study the wireless revolution. Context set out to understand what consumers really wanted from wireless technology as well as how they were reacting to wireless marketing and communications. Conducting a global study was essential, in order to see variations and compare behavior and reactions across cultures. Finally, we wanted to understand why certain people, cultures and places were ahead of the wireless curve. What were they doing that everybody else wasn't? |
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About Context Consumer Insights Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover the Grounded Consumer. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint. Sign up here to get notified when new information is available. |
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