Does mobile mean on-the-go or at home?

Mobile marketing and marketing research uses smartphones more and more every year. The rationale is that consumers are on the go so the way to conduct surveys should reflect this, the logic goes. According to a recent Harvard Business Review article, 68% of smartphone use is not shopping or socializing but engaging in what researchers at BBDO and AOL call “me time” at home. Examples are to seek entertainment or relaxation. Our research company uses smartphones to gather data, but we recommend other ways to accompany this method, such as PC’s.