Even as recently as five years ago, it would have been hard to imagine the scale at which smartphone usage has proliferated. TNS Mobile Life data shows that two-thirds of the UK population already own a smartphone, and penetration is just as staggering in world regions such as China and North America where ownership currently stands at 60%.
From a market research perspective, the explosion has changed everything. Consumers are now able to detail their precise emotions at the specific moment they make a purchase decision with the aid of a tool that is far more personal than traditional research methods- a majority of the 38,000 people sampled worldwide for TNS Mobile Life went as far as to agree that their mobile is “an extension of me – I feel lost without it”.
The benefits of mobile in helping us get to the individual truth can be summed up as three Rs: relevance, reach and reality. For more information on mobile’s transformative effect, read this article by TNS UK’s Will Goodhand in ‘Marketing Magazine’.
To discuss how TNS UK can help your business contact Jamie Willard using the details below:
Marketing and New Business Director, Kantar Public
Tel: 0207 656 5303