The Truth Behind Smartphone Behavior

The results of the Wharton School’s combined research with Clicktale presents for the first time emerging empirical evidence that smartphone use involves a distinct psychology — a “mobile mind-set.” This unique emotional and cognitive mind-set influences the way consumers interact with websites and brands and bears important practical implications for firms and marketers, which need to understand how their customers are using smartphones in order to deliver great mobile experiences, informed by psychology and behavior.

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