April 1, 2014

Who are the 50 million Ultramobile Consumers?

There is a lot of attention paid to the rise of mobile connectivity. Smart mobile devices now saturate the landscape from cities to shopping malls. While this shift has caused advertisers to take note, it has generated a problem. Mobile is viewed as a single behavioral concept when it actually has many different meanings. The industry needs a different model to segment the variety of mobile behaviors. For example, there is a class of mobile behavior that can be best categorized as Ultramobile.