Groundbreaking Research Highlights Differences in Behaviors and Attitudes that Can Help Tailor Strategies to Reach Consumers in China and the U.S.
Learn more about the emotional, attitudinal and behavorial attachments of Americans to their smartphones in our fragemented media market and about the one screen market that may be emerging in China.
A landmark joint research project by the Interactive Advertising Bureau (IAB) and the Interactive Internet Advertising Committee of China (IIACC) finds sharp contrasts between smartphone usage in the U.S. and China, indicating market differences in behaviors and attitudes. The joint research, entitled “Mobile’s Role in a Consumer’s Media Day in the United States and in China: The Smartphone as an Extension of the Self and an Extension into the World,” is being unveiled for the first time via webinar on August 14, 2013. Learn more about the emotional, attitudinal and behavioral attachments of Americans to their smartphones in our fragmented media market and about the one screen market that may be emerging in China.
Join IAB for the release of this collaborative research as we compare and contrast the mobile habits of China and America. Gain a better understanding of how to harness the power of mobile in both countries.
Speakers: Randall Rothenberg (President & CEO; IAB), David Doty (EVP & CMO; IAB), Sherrill Mane (SVP, Research, Analytics, Measurement; IAB), and Anna Bager (VP & GM; IAB Mobile Marketing Center of Excellence)
Wednesday, August 14, 2013
Research Unveiled 11A-12P EDT