From 2011 to 2016, smartphone adoption in the U.S. more than doubled – from 35% to 77%. It’s a case of consumer-technology history repeating itself – 100 years ago the automobile was driving to rapid dominance. From 1910 to 1914, car ownership nearly quadrupled, from 459,000 to 1.7 million.
Key findings on growing smartphone usage in the Pew Research Center’s latest report on mobile technology show that the point of saturation is arriving as late adopters jump on board.
- 74% of Americans ages 50 to 64 now have smartphones, up 16% from just a year ago.
- The 65 and older group, always the most conservative, also saw a big surge of 12% – with 42% now owning smartphones.
- “Smartphones are nearly ubiquitous among younger adults, with 92% of 18 to 29-year-olds owning one.”
Don’t get the idea that this means mobile research has topped out. The Model T of 100 years ago had four wheels, and so does a Tesla. But the Tesla would be almost unimaginable to the engineers who designed the Model T. What’s under the hood and under the roof has been the object of a century’s worth of innovation – and that won’t change as we move toward a coming era of self-driving vehicles.
The opportunity for researchers is that there’s always more to explore when it comes to mobile solutions. For example, the just-published Greenbook Report on Industry Trends lists GeoLocation technology as an “emerging technology” that’s not fully on the industry’s radar but deserves closer monitoring. Mobile qual is also still cited as “emerging” rather than established by the 1,500 research professionals who were surveyed for the report.
But mobile qual and GeoLocation are not experimental “maybes.” Both are established, field-tested and proven reliable. Separately they are indispensable to dead-accurate insights. Combined, they give you accuracy and vivid, in-their-own words responses as you talk to validated consumers both in-location and in-depth. Starting with proprietary, location-research technologies including GeoIntensity® and GeoNotification®, you can harness two signature smartphone capabilities – GPS and multimedia – to find the right people, then make the most of it with video-enhanced questions and video-selfie responses that drive intense qualitative insights.
These fast and flexible technologies and more are already at your fingertips with MFourDIY™ – the only advanced, all-mobile survey-building tool. Contact Alex at email@example.com to learn how to put your research efforts in the fast lane.