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New Study: Mobile Mindset Is Paramount in the Attention Economy

Business Blog By Christel van der Boom February 13, 2018

When trying to engage and build relationships with consumers while they’re on their mobile devices, mindset matters. That was the conclusion of a landmark study conducted with Kantar Millward Brown in January. The research firm profiled two thousand heavy smartphone users in the U.S. and the U.K. to determine their mindsets and motivations by social platform and presented initial research findings to the Financial Communications Society. While our mindsets are constantly changing, the research shows that when people are in active mindsets, such as investing in themselves and being creative, they have the highest ad recall and favorability. This is one of the initial findings Soumen Mukherjee, managing partner at Kantar Millward Brown, presented at the breakfast for media and marketing execs in the financial services industry. Mukherjee underscored what a lot of us intuit: that mindsets are varied, they change over time, and the more active mindsets (self-investing and creative) have the highest ad recall and favorability.   Moreover,…

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