全球智慧型行動裝置的發展快速，包括智慧型手機與平板電腦的快速普及，已經對於民眾的生活與產業經濟發展帶來了重大的影響。本研究透過量化的方式，探討智慧型行動裝置應用，包含打卡Check-in、行動條碼QR-code、擴增實境AR、近距離無線通訊NFC等四大應用，探討現今消費者對其的市場使用情況與關鍵使用族群。本研究結合「創新擴散（Innovation Diffusion）」及「跨越鴻溝（Crossing the chasm）」理論，將四大行動應用依其市場發展階段從中予以分類和定義，進一步交叉比對各產品目標族群特徵。希望協助廣告主在後續產品行銷手法上，更能符合消費者的需求，達到有效競爭之目的。
研究結果顯示智慧型行動裝置應用的市場使用狀況，目前打卡Check-in使用率最高，達24.2％，市場上的知曉度與普及率均達相當水準，其次為行動條碼QR-code（15.1％）、擴增實境AR（5.0％）和近距離無線通訊NFC（1.3％）。而智慧型行動裝置應用的關鍵使用族群特徵以20-39歲、大學/專科、未婚使用各類服務的意願較高。

The popularity of smart mobile devices, such as smartphones and tablet PCs, grows so fast and has created significant impact on daily life and economic development. To better understand the expectations of consumers and market competitiveness, a survey on the penetration statuses of applications on smart mobile devices, including Check-in, QR-code, AR, and NFC, is performed. Specifically, the development stage and the key user group for each application are analyzed based on the theories of “Crossing the Chasm” and “Innovation Diffusion.”
The survey results show that the market development for different applications on smart mobile devices are Check-in (24.2%), QR-code (15.1%), AR (5.0%) and NFC (1.3%). The key users of applications on smart mobile devices are of age 20-39, of university/college education level, and unmarried, indicating that young, high educated, and unmarried people are more willing to use various services of high technology.

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