Mobile Computing Puts the Location Back in Retail | MIT Technology Review: ". . . the offline environment is actually more important when consumers connect through a mobile device. With colleagues including Sang Pil Han of the City University of Hong Kong, we studied 260 users of a South Korean microblogging service similar to Twitter. What we found was that behavior on the small mobile screen was different from behavior on the PC. Searching became harder to do, meaning that people clicked on the top links more often. The local environment was also more important. Ads for stores in close proximity to a user’s home were more likely to be viewed. For every mile closer a store was, smartphone users were 23 percent more likely to click on an ad. When they were on a PC, they were only 12 percent more likely to click close-by stores. . . ."
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