Smartphones have revolutionized life for millions of consumers.  Much of daily life takes place on smartphones.

智慧型手機於 20 世紀 90 年代末進入消費市場，並隨著黑莓手機的推出而獲得主流認可。蘋果公司於 2007 年推出第一款 iPhone 進入智慧型手機市場，三星緊隨其後，於 2008 年 6 月推出 Instinct。

In addition to the smartphone, the modern consumer has access to other devices, the most popular of which is the tablet computer, introduced in 2010. Consumers and business owners are using mobile devices in new ways every day around the world. This new technology has made it possible for everybody to connect and relate what is happening at any given moment.

智慧型手機和行動裝置的興起

在美國，人們花在行動裝置上的時間遠遠多於花在桌上型電腦上的時間。推動人們在行動裝置上花費的時間增加的因素之一是僅限行動裝置的社交網絡，例如 Snapchat，它的受歡迎程度正在快速增長。推論很明確——如果公司不能提供足夠的行動體驗，或者如果他們無法透過行動顯示器或搜尋吸引受眾，那麼與提供這些體驗的企業相比，他們就會失敗。

Smartphones continue to increase, and their evolving use, along with that of other mobile devices, is resulting in new consumer expectations and behavior when it comes to the purchase of goods and services and the consumption of information. Retailers are adjusting to shopping research on tablets and smartphones and in-store mobile usage while organizing their websites to make the most of the mobile consumer and commerce experience.

智慧型手機和行動裝置在產品和服務產業的實際應用

智慧型手機和裝置使用者可以瀏覽互聯網，即使沒有 WiFi 也可以保持連線。他們還可以讓用戶與社交媒體保持聯繫，使他們能夠在白天或晚上的任何時間發布評論和圖片，無論他們身在何處。此外，它們還允許用戶聽音樂。它們可以讀取 mp3 文件，使其成為成功的便攜式音樂播放器。

當人們想要預訂旅行、觀看影片、存取當地資訊（例如新餐廳的評級及其確切位置）時，他們也會使用智慧型手機和平板電腦。他們還使用自己的設備進行谷歌搜尋以及閱讀新聞和娛樂八卦。他們喜歡使用智慧型手機進行某些活動，例如本地搜索，而使用平板電腦進行其他活動，例如看電影。

設計的重要性

The mobile web has grown astronomically with the increase in mobile devices. The number of people using their tablets and smartphones to search the web has long exceeded the number using their desktops for that same purpose. Businesses should, therefore, optimize their websites for all devices: tablet and smartphones users in search of a product or service (as in our earlier restaurant example) choose in only a few seconds whether or not to patronize an organization based on if their mobile website is easy to use – or not.

The swift growth in usage and importance of mobile devices is not just an American phenomenon. Mobile device usage has grown drastically worldwide. People spend most of their time using different apps on their mobile devices. Increased app use has led to some concerns, for example, entry barriers for new, regional products, as well as less need for text messaging, dulling the effect of SMS marketing.

為什麼市場研究有用

Mobile devices give people the freedom to roam everywhere, opening up new and exciting possibilities for business. Mobile market research is still an emerging trend and one that companies should adopt for several reasons, including the fact that it is convenient and straightforward, and it eliminates the middleman.