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.


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