University of Southern California

Current Projects

CTM's Ongoing Research Activities
USC Global Mobile Study (WMDSS) - Consortium Research

Smart Phone

CTM's Global Mobile Study (GMS) is our flagship study on consumer use of mobile devices. Originating at the first Global Mobility Roundtable meeting in 2002, the project is sponsored by a consortium of universities and research institutions around the world. Each institution conducts an annual standardized survey of mobile device users to learn about preferences, habits, and use patterns in key mobile markets. Current countries participating in this survey include: Australia, Canada, China, Denmark, Finland, Greece, Hong Kong, India, Japan, Korea, Sweden, Taiwan, and the U.S.

GMS examines mobile service usage in four areas: communication, information, entertainment, and commerce to measure cross-cultural differences. more

pdf Download 2012 Global Mobile Overview
pdf Download 2011 Global Mobile International Project Proposal
pdf Download 2010 Global Mobile Project Summary

How Much Media

CTM is initiating a pilot study to determine where consumer media consumption is headed between now and 2015 with the goal of looking ahead at the drivers of future media and media economics. Topics include:

  • What major changes will take place in consumer and business media consumption by 2015?
  • What are the key growth rates and 1-3 year trend lines? What are the major accelerators of, and inhibitors to growth?
  • Media platforms, consumer devices, video, voice and data services, and distribution channels.

Digital Home

CTM Digital Home Study

The Digital Home Study is year-long research study carried out jointly by CTM and corporate sponsors that provides insights into the connected, multi-screen digital home. The study tracks changes in consumer behavior in digital environments  and explores the drivers and barriers of adopting a connected home lifestyle.

Areas of Focus Include:

  • penetration and intent to purchase of devices and new services

  • driving factors behind adopting new services

  • contexts of using  various devices, including tablets, smartphones, laptops, desktops and televisions.

  • the way different types of content is consumed on various devices

  • concurrent consumption of applications and services across multiple platforms

  • driving factors behind cord-cutting/shaving and switching behavior

  • interest, drivers, and barriers surrounding current and future innovations in areas like digital health, digital education, telework, entertainment, augmented reality, m-commerce, m-payments

  • relationship between significant life events and which services and technologies the consumer is likely to adopt.

  • additional proprietary questions chosen by research sponsors

Consortium participants: AT&T, Canadian Broadcasting Company, CenturyLink, Cisco, Fox, Intel, Motorola, Ogilvy, PWC, Rogers, Qualcomm, Seagate,  Telus, Verizon, Warner Brothers

Methodology: random sample of 5,500 respondents in North America , online data collection, representative on gender, age and race

pdf Download USC CTM Digital Home 2 Study