I have come up with a draft structure for the report, starting out with general information and research, and gradually moving into the specific question.
Thus, I will begin with general information on the mobile ecosystem and the transition from desktop to mobile. Afterwards, I will first research and analyze retail mobile apps (practices and examples) and retail mobile websites (practices and examples). Then, I will look into the 18-20 mobile user segment's behaviour on the web: what are their preffered websites and apps, how long do they stay engaged with a website or app, how do they use social networks, etc. I will compliment this desk research with a couple of interviews with experts in the mobile sphere. Finally, I will conduct the questionnaire and analyze this data.
I have collected a great amount of publications and articles, and I am in the process of reading through and assimilating the information. I am currently digesting information on retail mobile apps, and have posted the results on the blog. They can be found in the navigation above - more specifically, in the section Mobile Retail Apps (2).
Mobile Retail Apps (1) stands for general inforation on how retail is leveraging mobile, what are the best practies, benefits and opportunities; Mobile Retail Apps (2) stand for specific examples of succesfull, popular, highly-rated apps. These are working titles and will be changed in the process of compiling the research.