Global Mobile Market Research in 2017

Abstract

In 2014 the authors of this chapter published “The Handbook of Mobile Market Research” (Poynter et al., The handbook of mobile market research: tools and techniques for market researchers. New Jersey, Wiley, 2014), a book that quickly became the default reference for market researchers interested in mobile market research, and the course textbook for the University of Georgia’s Principles of Mobile Market Research course (University of Georgia, Principles of mobile market mesearch, 2017). Over the intervening three years, the global picture, for mobile market research, has advanced and this chapter describes the global picture in 2017. This update is based on two distinctly different types of sources and resources. The first, and most robust set, are based on data collected and published by third parties, such as the ITU and ESOMAR. The second category is information gleaned by the authors from our many contacts in the industry. This second source is less robust, but is potentially equally important as it indicates current practices.