Leo Burnett - Cultural Fuel

On October 7th, ComScore released their latest study, a comparison of mobile phone use in the US, Europe and Japan.  It’s a great resource for mobile marketers, and worth a read of the press release to get the top-level learning.

There’s nothing in here that should surprise you, but it effectively reminds us of the historical differences in mobile behavior across markets, due to both cultural, business and infrastructure differences in the markets.

Europe’s love affair with texting is highlighted, showing the power of that communication form that benefited from cross-carrier standards abroad, while we suffered in the US - waiting for the manufacturer and network operators to agree on anything.

Japan is shown to be the ‘most connected’ - with high levels of all advanced mobile activity.  (Notice the relatively low level of SMS use - since email packages are standard, some phones don’t even offer this service.)

Via Cellular-News

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A colleague just forwarded me a great online tool from Dr. BJ Fogg from Stanford about the different ways that behavior can change - expressing the subtle but important ways that change is approached - whether it is new behavior, the duration of a familiar behavior or the cessation of a behavior.

Interesting stuff, and useful for building strategies that can affect behavior through the understanding of exactly what you’re trying to accomplish.  We typically include lots of information about the behaviors we are trying to impact, but this grid assists in clarifying the comparison of the change in context of other behaviors.

Via Kristin A. Hayward

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