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FEATURE20 January 2016

Smartphones as a measurement tool

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Features Impact Mobile Trends UK

Paul Bainsfair looks at how the rise in smartphone ownership has helped to monitor and measure people’s opinions and behaviour, in his contribution to our celebration of 70 years of market research. 

The internet, particularly the mobile internet, has revolutionised the way people interact with media. Consumers now have access to a fantastic array of choices and have the means to control what media they consume, where and when.

This creates ...