Indonesia's path to purchase: How smartphones are transforming the way consumers move their on/offline worlds and are creating a new path to purchase

This article argues that mobile consumer research is still lacking robust observational data and methods, particularly in mobile-driven markets like Indonesia, and presents a new research methodology.

Indonesia's path to purchase: How smartphones are transforming the way consumers move their on/offline worlds and are creating a new path to purchase

Karthik Venkatakrishnan and Masao Kakihara

Introduction

Digital mobility and connectivity has become more important in our everyday life. Apple launched their first iPhone and Google introduced Android OS both in 2007. Over the last nine years to date, smartphone devices and ecosystems have been dramatica

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