- Jamie Turner, 60SecondMarketer.com
According to a January 2017 Pew Research report, the vast majority of Americans – 95% – now own a cellphone of some kind; the share of Americans that own smartphones rose to 77%, up from just 35% in Pew Research Center’s first survey of smartphone ownership conducted just six years ago. And recently, MediaPost cited Cisco's Visual Networking Index (VNI) Global Mobile Data Traffic Forecast (2016 to 2021) which reported, “that by 2021, more members of the global population will use mobile phones -- 5.5 billion -- than have bank accounts at 5.4 billion, running water at 5.3 billion or landlines at 2.9 billion.” There’s no doubting that mobile is now mainstream, but online surveys still outrank mobile surveys in digital data collection methods according to the latest GRIT Report.
It’s been said for years that now is the time for mobile research, but we never seem to make the progress we want or need to make. But, now is really the time for mobile in market research. Why? Because we need to communicate with consumers/panelists in the way that they communicate, and the best way to accomplish this is by going mobile.
Most of us know that the mobile phone industry is on a pretty serious surge of personal use. In fact, think of one person you know that does not have a mobile phone. Coming up short? This is precisely the reason why all marketing researchers should have a strong focus on mobile.
Mobile phones provide an ideal method to collect and understand consumer behavior. Given their ability to capture real time responses, there are endless opportunities with mobile market research that we can utilize or further develop. As researchers, to capture authentic and honest input, we must implement best practices. Marketing researchers need to think mobile and consumer, first.