IAB

Future Mobile & Tablet Trends

Mobile lives in South Korea, the US and UK. Plotting usage patterns and the appeal of new innovations in three markets

The pace of technological change and its impact on our lives is such that in order to keep up, you need to look to the immediate future rather than the present. This ‘near future’ approach is essential for the digital trade to keep ahead of the game. Its representative body – the Internet Advertising Bureau (IAB) – understand this better than anyone, and called on Crowd DNA to get the consumer’s perspective.

Heading

We conducted a survey via mobile of consumers in the UK, USA and South Korea, enabling us to benchmark and compare attitudes in each distinct market. We also ran depth interviews and focus groups with people with differing degrees of engagement with their devices, and a series of highly revealing interviews with industry experts from O2, Mediacom, Starcom MediaVest, Poke, Microsoft, Razorfish and T3.

After piecing all our insights together, we painted a clear story around South Korea’s love of connectivity, the UK’s world-leading tablet usage and consumer desires for better mobile experiences from their devices.

“Crowd DNA did an excellent job at all stages from understanding the brief through to designing a story that offers valuable insight to our members and newsworthy outputs for the trade media. Their ability to really get to grips with the subject matter shone through.”

Alex Kozloff, Senior Mobile Manager, Internet Advertising Bureau

  • Narrated Galleries

    We love films, but narrated galleries – fusing showreels of still images and audio of participant commentary – creates outputs that allow for high levels of reflection and audience empathy. Ideal for user experience work, in other words

  • Crowd Communities

    We’ve a wealth of experience at setting up and managing communities for clients, with learnings on how best to engage audiences and a full box of tricks for maximising what we get out of the work – including geo tagging, streaming in social media data and a mobile optimised platform

  • Pinterest

    We’ve used Pinterest to really good effect on a number of projects recently, helping us to explore differences and commonalities among different typologies in areas such as fashion and style, home, holidays and entertainment. Engagement levels with participants always rank high, and clients love the vividness and clarity of the findings.

  • Citizen Journalism

    Citizen journalism works on the principle of making reporters of our participants, briefing them to capture what’s happening in the lives of their friends and family via video dispatches and blogging. It gets us places where we can’t otherwise get. It bypasses the bias of having a researcher in attendance. People are often more accurate reporters on those around them than on themselves, so that’s another bias circumnavigated.

  • Network Audits

    If you want to really understand how people interact with those around them, it’s logical to research interconnected groups of friends, family and work colleagues. First developed as part of our award winning word of mouth research for Guardian News & Media, and since then refined and reconfigured across a range of global projects, our network audit approach helps us understand who’s influencing who as authentically as possible.