Client
Leading Consumer Electronics Manufacturer
Issue
Our client was seeking a deeper understanding of consumer usage behaviors for smartphones and tablet computers, in order to guide numerous new product development initiatives.
Approach
We conducted an online study amongst adults and teenagers, which measured how they used their mobile devices and the applications they used most. Detailed profiles were created comparing consumers who owned one device vs. those who owned multiple devices, in order to understand the impact of multiple device ownership on usage patterns. Furthermore, we created a user segmentation based on app usage to help our client develop products that met app usage needs.
Impact
The analysis produced an extremely thoroughunderstanding of consumer usage patterns, while the segmentation helped identify new targeting opportunities for our client, all of which was used to guide new product development initiatives.
