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McKinsey – Altering the approach: Mobile operators and online consumers

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Altering the approach: Mobile operators and online consumers, by Eric Hazan, Florent Illat, and Piero Trivellato

  • “What are Europe’s iConsumers thinking? To find out, McKinsey & Company studied the digitally-based purchasing behavior of 40,000 Europeans in eight countries for the second year in a row. This study sheds light on future threats and opportunities by comparing European consumers and examining the resulting business implications. This article presents several key findings.”
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