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Understandingthe ConnectedGeneration
Anytime,Anyplace:
UM Global Digital Insight - In-depth Study 002
 
The rapid rise o portable technology has orever changed the worldwe live in. The mobile phone is the world’s largest Internet, computingand communications platorm with 2.3bn users; Laptops haveovertaken desktops as the PC o choice; the iPod has sold 100m unitsand a whole wealth o mobile media technologies such as portablevideo players are on the cusp o going mass market.The emergence o these portable platorms has happened in tandemwith the massive growth in social media, creating a prolieration ocontent such as video clips, digital photos, games, podcasts andvodcasts that can be downloaded or transerred to portable devicesand consumed in an out-o-home environment.This growth in portable technology and content has changedthe society and culture we live in. It has transormed our lives tobecome increasingly inormal, exible and transient creating massivedependency on this technology. However portable technologymarketing, advertising and content still remain in their inancy, alwayspromising “this year’s thing to watch” but never delivering. Investmenttoday is still ocused frmly on text-to-win promotions andSMS mobile promotions.The promise or content owners and marketing communicationsis huge but how is this going to be delivered? The gul betweenindustry expectations and what consumers are willing to accept iscurrently vast.To answer these questions, Universal McCann implemented the world’slargest survey into portable technology and mobile media platormsas part o its ongoing global digital research programme. The surveycovered three key strands o portable technology and mobile media;platorms, content and advertising and marketing, investigating usage,growth potential, attitudes and demand.The research covered 21 markets rom fve continents and wascompleted in July 2007, providing a truly unique global perspective.
WELCOME
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© Universal McCann 2007. All rights reserved.
 
PORTABLEMEDIADEVICESPORTABLECONTENTMARKETINGCOMMUNICATIONS
THE GULF BETWEEN INDUSTRYEXPECTATIONS AND WHATCONSUMERS ARE WILLING TOACCEPT IS CURRENTLY VAST.
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