Mobile Intent Index

Mobile Intent Index

Ruder Finn’s Mobile Intent Index is the first study of its kind to examine the underlying motivations or reasons – intents – people have for using their mobile phones. Results clearly show that immediacy is the driving force behind usage; instant access to the Web allows mobile phone users to socially connect to friends and family “on the fly,” conduct business by getting the most recent information on accounts and clients, and advocate “on the spot” on issues of pressing concerns they may have just learned about. Those who go online using mobile phone are different than traditional users; they don’t access the Internet to learn or educate themselves or express their personal feelings. Their experiences are of the moment and transitory, rather than longer term.

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