The World at your Fingertips | Mobile World Congress 2013 | WIN/GIA
El Mundo a tu alcance: Aspiraciones y expectativas globales hacia lo Móvil | http://ow.ly/jddgx
in English: **ASAP**
As mobile technology moves into the grasp of ever-growing numbers of global citizens, how is this trend impacting the way we live?
From the mundane to the aspirational, what are the expectations, hopes and realized uses of mobile technology, worldwide?
To address these questions, a research study was jointly undertaken by the GSMA and WIN-GIA from October 2012 through January 2013.
Methodology and Geographical distribution:
In total, the study was carried out in 54 countries. In each country, the most appropriate interviewing methodology was used given local conditions.
The total size of the sample is 54,121 cases representative of over 2.5 billion people. Sample in each country is probabilistic and was designed and weighted to represent the general adult population, although in some countries it may be restricted to urban areas.
• This study provides information on a massive, global scale, with survey responses from consumers in 54 countries -- each country contributing 1,000 voices, on average. The breadth of geographic coverage is unique, as is the ability to “go local” with country-level reads on the attitudes of mobile consumers.
• This survey covers a global population of over 2.5 billion adults. Most of those surveyed use at least one of the devices we tracked (a feature phone, smartphone, tablet, or eReader). The number of mobile users featured in the research is over 2.3 billion adult users of mobile technology.
• Segments formed from the survey responses uncover four global mobility segments among mobile users, with varying degrees of positive feeling about mobile technology and the benefits of mobility in their lives, including their stance on mobile advertising. The segments are named: Optimists, Enthused, Strivers, and Pessimists.