Mapping the Mobile Consumer Mind

Marketing initiatives targeting the mobile consumer must integrate communications and content in order to have the greatest impact, according to a study published this week by researchers at the International University of Japan. Based on the results of 30 in-depth interviews of mobile users in Japan and Indonesia, this research effort developed clearly defined “mental maps” which explain the ebb and flow of consumer perceptions of the mobile Internet. In fact, results show very few culturally specific differences between Japanese and Indonesian respondents, suggesting instead that international differences in usage of advanced mobile data are due to infrastructure differences and the overall structure of a country or region’s mobile value chain. 

“Unlike any other communications platform, the mobile channel provides businesses and their customers with the opportunity to interact in unprecedented ways,” stated Prof. Philip Sugai from the International University of Japan, who authored this study. “And we have found this desire to utilize the mobile channel in this way to clearly resonate with consumers from extremely different cultural backgrounds and with access to different telecommunications technologies and capabilities.”

“The suggestion that many have made in the past is that the high usage of the Mobile Internet in Japan is due to culturally distinct factors such as a Japanese’ love for small gadgets, or the high percentage of time spent on public transportation,” stated Prof. Sugai. “However, these results clearly show this not to be the case.” Continue