B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
85%
85% -- share of mobile data traffic for Mobile omnivores and Data Entertainers segments (2013)
In McKinsey's European iConsumer research, Mobile omnivores and Data Entertainers combined account for over 85% of mobile data traffic.
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Lighthouse Research Team
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Evidence graded
Value
85%
Unit
Percentage
Data Vintage
2013
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
McKinsey & Company
Primary
Tier B
http://battenhall.net/blog/tracking-digital-consumer-behaviour-deep-digging-from-mckinsey/ ↗
Source Article
Tracking Digital Consumer Behaviour: Deep Digging from McKinsey
Tracking Digital Consumer Behaviour: Deep Digging from McKinsey
Understanding and tracking the way in which digital consumers behave is becoming more complicated by the minute. Different mediums that didn’t even exist a month ago, let alone a decade or a century ago, change on an almost daily basis.…
Original Research
McKinsey & Company
· Original study ↗
Methodology
McKinsey mobile market segmentation research, cited by Battenhall blog
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Mobile omnivores and Data Entertainers segments: 85% share of mobile data traffic. Source: McKinsey & Company (2013). Via Lighthouse Intelligence -- https://lighthousedata.io/data/mobile-omnivores-data-traffic-85-2013
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<blockquote cite="https://lighthousedata.io/data/mobile-omnivores-data-traffic-85-2013" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>85%</strong> -- share of mobile data traffic for Mobile omnivores and Data Entertainers segments<br><small>Source: McKinsey & Company (2013) · <a href="https://lighthousedata.io/data/mobile-omnivores-data-traffic-85-2013" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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