Mobile News Mix

4 Insights You Need for Mobile Research Success

Posted by MFour on May 10, 2018 9:30:00 AM

Mobile App Blog 9May10

As Pew Research Center has documented, consumer insights research needs to be mobile to reach the representative slices of the public that successful market research requires. But there's a deeper layer of understanding insights professionals must master to get mobile right. Here are some tips as you explore mobile research solutions: 

  • Understand why “mobile research” is not a generic term.
  • Learn the key differences between the two kinds of mobile – “mobile optimized” (also called “mobile web”) and mobile-app.
  • Be aware that “mobile optimized” research is traditional online research conducted on smaller devices. It’s a new vehicle for the same old online research environment.
Here are two additional key statistics to keep at the front of your mind as you look for mobile research solutions:
  • eMarketer reports that U.S. adult smartphone owners’ average daily mobile app usage exceeded mobile web usage by a ratio of 5.6 to 1 in 2017 – 145 minutes for apps, and 26 minutes for mobile web.
  • This year, the gap is predicted to grow to 6 to 1 as time spent rises 6.9% for apps while staying level for mobile web.

The decisive takeaway is that when you’re talking about consumers inhabiting a mobile environment, you’re actually talking about people living in the mobile-app environment. Asking them to take surveys via the mobile web is tantamount to not using mobile at all.  

To dig deeper into the differences between mobile-app research and mobile-web/mobile optimized research, check out this blog post, “Mobile 101: Why Native App Technology Beats `Mobile’ Optimized.” Or you can set up a one-on-one demo to explore the whole story about how MFour’s mobile-app solutions can meet your own specific research needs. Just click here.

 

Topics: consumer research, consumer survey, mobile research, mobile surveys, mobile app, mobile DIY, smartphone apps, market research

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