Survey data tells that consumers regard their mobile phones as catalysts for productivity. Mobile tracking metrics reveals that consumers rarely ever conduct productivity-related tasks on their devices. A survey shows that consumers engage less frequently in productive behaviors than expected. Upon deeper reflection, consumers suggest that being productive on a mobile phone no longer means "getting things done" or, in the economic sense, measuring output in relation to input. Instead, being productive on a mobile phone really means being available or accessible. Having internet connectivity is equivalent with being productive, as consumers have the capacity to carry out an activity. It is found that although individuals might not be engaging in financial or retail transactional tasks frequently, consumers still expect their mobile phones to facilitate tasks that make their life easier. So, marketers should lend a keen eye to understanding consumers at a micro-level by which marketers can avoid common misconceptions about consumer behavior and motivations and instead build effective mobile engagement in the most relevant way. Read more about this at:
