Mobile Market Research News and Updates

What Magazine Readership Trends Tell Us About Mobile Consumer Insights

Posted by MFour on May 3, 2018 11:50:18 AM

Blog Mobile Magazine Readership  3May18

Consumer insights professionals need to understand today’s consumers in their natural environments, and by now they know that means reaching them on mobile.

Recent readership statistics reported by the Assn. of Magazine Media affirm just how big and necessary the mobile ecosystem has become for anyone who needs to engage consumers. The study shows that mobile devices continue to achieve separation from desktops and laptops as U.S. consumers’ choice for magazine content.  

  • The association's Brand Audience Report for March says that 32.2% of the month’s 553.6 million magazine readers arrived via mobile, up 8.5% year over year.
  • Only 11.6% of magazine site visits occurred on PCs, down 8.9% from March, 2017.

The report also shows that, of the five most-read publications, three received their greatest audience share from mobile. And all five attracted far more readers on mobile than they did on PCs. Here are the comparisons:

  • WebMD Magazine: 59.1% of 60.8 million March readers were mobile; 21% arrived via PC.
  • Allrecipes: 60.7% of 46.2 million readers were mobile; 19.9% PC.
  • ESPN the Magazine: 43.7% of 96.5 million readers were mobile, 25.7% PC.
  • People: 36.8% of 78 million readers were mobile; 8% used PCs.
  • AARP magazine: 14% of 49.4 million readers were mobile; 7.9% used PCs.

In fact, of the 116 titles for which the Assn. of Media Magazines provided comparisons, only five attracted more readers on PCs than on mobile: Automobile, Car Craft, Flying, Hot Rod and Street Rodder.  Prestigious titles in which mobile access dominated over PCs include The Atlantic, Car and Driver, Cosmopolitan, Elle, Esquire, Fortune, GQ, Money, National Geographic, The New Yorker, Smithsonian, Time, and Vogue.

Print readership + subscriptions to digital editions of print publications retain an overall lead, according to the study, at 51.3% of total magazine readership. However, that category continues to drop, with a 1.7% year-over-year decline compared to mobile readership's 8.5% rise. This suggests that established mag readers and, perhaps most important, new readers, are turning to mobile.

The key takeaway for market research and marketing is that following mobile consumers into their natural environment is crucial to growth for virtually any business. Which is exactly what MFour has been urging since 2011, when it pioneered mobile market research by introducing Surveys On The Go® as the nation’s first all-mobile research app.

For insights professionals who are ready to dive into mobile, these are the questions that need fast, authoritative answers: 

  • What are the best practices in mobile market research? 
  • What are the most advanced capabilities for obtaining the most relevant, accurate and insights-rich data?
  • What sample quality and representation should I expect?
  • In going mobile, does gaining access to consumers mean having to dumb down my research and sacrifice data quality?

You can get all these answers and more by setting up a one-on-one demo that will focus on meeting your projects' specific needs with proprietary, mobile-only research products such as Path-2-Purchase™ Platform and MFourDIY®. Just get in touch by clicking here.

Topics: MFour Mobile Research, mobile insights, consumer research, mfourdiy, mobile app, mobile DIY, market research, consumer insights

Marketing Scientist Jade Bunke Joins MFour as Director of Marketing

Posted by admin on Oct 25, 2016 11:18:36 AM

Jade Bunke has joined MFour’s team as Director of Marketing. He brings years of experience in marketing science, driving brand differentiation and providing insights into consumer behavior. Jade has lectured widely to business and academic audiences, taught college-level courses in business communications, and is the author of “Seven Principles for Market Dominance: Business Insights for a Global Economy” (2010).

“We’ve worked hard to build our brand. We think Jade is the perfect person to protect and enhance it,” said Chris St. Hilaire, MFour’s founder and CEO.

Jade has a Masters of Business Administration from Pepperdine University, and a Bachelor’s degree in Classical Civilizations from the University of California, Irvine.

“MFour is leveraging advanced technology to shape the future of consumer intelligence in a mobile-centric culture,” says Jade. “It’s truly an honor to join such a forward-thinking organization.”

Topics: MFour Mobile Research, jade bunke, marketing scientist, new hire, MFour Blog

MFour in the News- MR Web

Posted by admin on Oct 20, 2016 11:36:20 AM

We made it into MR Web this morning for our press release on App Tracking & Mobile Device Targeting.

Check it out below:

Topics: MFour Mobile Research, max, mr web, MFour Blog

MFour in the News: RFL Communications

Posted by admin on Oct 17, 2016 10:53:49 AM

MFour was featured in RFL Communications  for our use of fingerprint validation. Check it out below!

https://www.youtube.com/watch?v=-sPePnRLp60

 

 

Topics: MFour Mobile Research, fingerprint validation, MFour Blog, research business daily, rfl communications

App Tracking & Mobile Device Targeting

Posted by admin on Oct 17, 2016 10:16:29 AM
We’ve added advanced Mobile Targeting tools to MFourDIY™, empowering users to reach respondents based on the apps they use, and through other characteristics inherent in their smartphones.
 
These features previously were available only to clients of our custom-designed surveys. Mobile Targeting uses passively-gathered information from our panelists’ smartphones, providing valuable data pipelines.
App Tracking
Targets respondents who have Android phones by the apps they use; for example, researchers for hotel chains could survey customers who have the chain's app – or monitor competitors by surveying travelers who have their rival's app.
Mobile Device Targeting
Identify & survey respondents by the make and model of their smartphones (Samsung Galaxy 7, Apple iPhone 7, etc).
For an example of how the App Tracking feature works, check out our study of Pokemon Go users – who we identified by their use of the Pokemon Go app.

Topics: MFour Mobile Research, MFour Blog, mobile app targeting, mobile device tracking, smartphones

3 Friday Insights Into Mobile Research

Posted by admin on Oct 14, 2016 11:23:52 AM

Here's your Friday roundup of 3 items from our blog to keep you up to speed on mobile research as you head into the weekend.

Whatever else you do, don't forget to check below for something to mobilize your spirits.
And here's a Friday tune to honor America's newest Nobel laureate and send you rocking into your weekend. 

Topics: MFour Mobile Research, blog, fingerprint validation, MFour Blog, roundup, touchdowns, tv

3 Friday Insights Into Mobile Research

Posted by admin on Oct 7, 2016 11:02:43 AM

Here's your Friday roundup of 3 items from our blog to keep you up to speed on mobile research as you head into the weekend.

 

Whatever else you do, don't forget to check at the bottom for something to mobilize your spirits and get you humming.

 

Talking Technology With 1,000 Millennials

 

Trump v Clinton Mudsling Splatters MR

 

Follow Facebook's Lead...Into Mobile

 

And here's a Friday tune to send you smiling into your weekend.

Topics: MFour Mobile Research, clinton, Facebook, technology, MFour Blog, millennials, mobile, trump

Want to Learn More About MFourDIY™?

Posted by admin on Oct 3, 2016 12:01:35 PM

To learn how you can harness MFourDIY™ and its sophisticated yet easy-to-use capabilities, tune in to one of our webinars. The next one, Wednesday, Oct. 19 at 12 p.m. PST, will  give you a good introduction. The title is “MFourDIY: Getting Started." To sign up, click here.

Topics: MFour Mobile Research, MFour Blog, mfourdiy, mobile, mrx

1,000-Millennial Study: Views on Technology

Posted by admin on Oct 3, 2016 9:48:46 AM

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To wind up the first phase of MFour’s Millennial Insights Project, here's Part 3, on Millennials' views on Technology & Lifestyle -- with a focus on the smartphones and other computing devices that are the dominant technology in their lives.

Our study aims to generate insights into this crucial, much-analyzed consumer cohort of more than 75 million Americans, while demonstrating to the market research industry that the fastest, most reliable and effective way to reach Millennials is on the devices that define them -- the smartphones from which, as the results below show, they are in many cases literally inseparable. 

The data for this report -- and for the  previous segments on Millennials & Entertainment and Millennials & Money and Finance -- was obtained through the first wide-ranging, demographically representative study of Millennials undertaken solely by smartphone app. The fundamental premise is that Millennials are best engaged -- and will have the most comfortable and productive survey-taking experience -- on the mobile devices  that fully engage them in all phases of their lives.

Using MFourDIY™,  the first all-mobile, do-it-yourself survey platform, we obtained 1,000 validated responses within two hours from Millennials on the million-member active panel that uses the Surveys on the Go® smartphone app. The 30-question survey covered Entertainment, Money & Finance and Technology & Lifestyles, giving a representative picture of the U.S. Millennial population by sex, age, race/ethnicity, income and employment status.

These are key insights on how Millennials use smartphones and other computing devices.

Mobile is Multiple: Smartphone owners haven’t abandoned other computing devices – as long as those other devices meet the portability test. 87.1% also own a laptop, and 71.4% have a tablet.

But Smartphones are Essential: 92.3% of Millennials said they use their phones at least several times a day, compared to 32.1% for laptops. 44.9% said they spend at least five hours a day on their smartphones – compared to 23.3% who spend five or more hours on a personal computer (desktop or laptop). 79.3% of Millennials use their phones at least two hours a day, compared to 45.7% for personal computers.

Only 3.8% of respondents said they use their smartphones less than an hour a day. Millennials are far more likely to make sparing use of laptops and/or desktops - 26.3% report using them less than an hour a day.

A Constant Companion: 45.3% of Millennials say they keep their smartphones with them 24-7. 93.2% say they keep their phones on their persons or nearby at least 10 hours a day.

Minorities are Really Into Their Phones: Majorities of African Americans (57.1%) and Hispanics (51.6%) reported spending five hours or more per day on their phones; Asians (42%) also exceeded Caucasians (38.9%) when it came to epic phone usage.

Desktops are Bottoming Out: Millennials are pushing the granddaddy of personal computers into retirement. Only 45.2% of them own a desktop; men are the diehards, with 50.6% still holding on to desktops, compared to just 39.8% of women. Affluence is another predictor for ownership of what most Millennials apparently perceive as a luxury they can live without. 54.2% of respondents living in households with annual incomes of at least $75,000 said they had a desktop as well as a smartphone. Desktop ownership in Millennial households with earnings under $50,000 was 42%.

Only one-third of Millennials (33.1%) say they use a desktop computer at least once a day. Almost as many (30%) are now using wearable devices such as smart watches at least once a day.

Whole Lotta Checkin’ Goin’ On: 88.7% of Millennials check text messages the moment they get them. They’re considerably less compulsive about social media and app notifications (41.2% and 40.5%, respectively, get checked immediately). Email continues to trend downward -- just 35.3% get opened right away. 51% check their apps' push notifications at least once an hour, compared to 48.6% for email. 

OK With Their OS: Overall, Millennials seem satisfied with whatever smartphone operating system they’re using now. Those saying they were likely or very likely to switch (25.6%) were outnumbered two-to-one by those who said they were unlikely or very unlikely to make a change (51.9%). That left 22.5% who could go either way.

However, there were  differences  in the degree of loyalty commanded by Apple's iOS system and Google's Android. They were comparable when it came to their shares of loyal users -- -- 53.8% of iOS users and 50.4% of Android users said they were likely or very likely not to switch devices. But on the other end, Android users were twice as likely to express  discontent: 32.9% said they were likely or very likely to switch to a different OS, compared to 16.7% for iOS.

Can Google poach some of the 29.5% of iOS users who said they were neutral about keeping their current system, while persuading the 16.7% of neutral Android users to stay? Can Apple succeed in prying loose the one-third of Android-using Millennials who apparently are unimpressed with Google's system? Or, with nearly half of Millennials either poised to change operating systems or sitting on the fence, is there an opening for other system designers to compete?

Meet Your Next App: When it comes to discovering new apps to download, Millennials rank advice from family and friends (61%), social media (60.4%) and Apple and Google’s app stores (56.7%) as by far the biggest influences. The advertising about apps that's most likely to influence them is the kind they they receive through an app -- 33..6% of Millennials cited in-app advertising as a factor, compared to 23.4% who said ads on television, radio or in print media helped them discover new apps. News coverage ranked last as a portal to discovering, cited as an influence by 15.1%.

When it came to using  social media to discover apps to download, women were notably more active than men -- 67.6% to 53.2%. The same goes for legacy advertising (television, radio and print), cited by 27.4% of women and 19.4% of men. African Americans also stood out in citing legacy advertising channels as a source of information about apps – 37.1% compared to 22.6% of Hispanics and 20.5% of Caucasians. 

Just A Few Go A Long Way: About half of Millennials (50.7%) use 4 to 6 different mobile apps per day. At the extremes, just 15.4% use no more than 3 apps daily, and 13.5% use 10 or more. App usage varies little across ethnicities, age segments and gender.

Methodology

 

Using MFourDIY, the market research industry’s first all-mobile, do-it-yourself platform for designing and carrying out studies, MFour fielded a 30-question survey on Sept. 10 to Millennials who make up about 60% of its million-member active panel, all of whom participate in research via the Surveys on the Go® app for smartphones and tablets. Fielding time was less than two hours for 1,000 validated responses.

Responses reflected U.S. Millennials’ demographic profile: 50% male, 50% female; 56% Caucasian, 19% Hispanic/Latino, 14% African American/Black, 5% Asian, 1% each for Middle Eastern, Pacific Islanders and Native Americans/Alaskans; 3% Other. Age brackets were 18-24 (36%), 25-29 (31%) and 30-36 (33%). The study also segmented respondents by whether they were parents of children under 18, their type of work (full-time blue collar and white collar, part-time, unemployed), and their income (six brackets from $25,000 or less to $100,000 or more).

To read our previous reports, for Part 1, Entertainment, click here.

For Part 2, Money & Finance, click here

To view  all survey data, visit  surveysonthego.net/tracker and use these login credentials:

Username: MillennialCaseStudy

Password: MFourMillennials

Topics: MFour Mobile Research, News, technology, MFour Blog, millennials, smartphones

3 Weekly Insights on Mobile

Posted by admin on Sep 30, 2016 12:59:37 PM
Here's your Friday roundup of 3 items from the MFour blog to keep you up to speed on mobile research as you head into the weekend.
Whatever else you do, don't forget to check at the bottom for something to mobilize your spirits and get you humming.
And here's a  Friday tune to send you bopping and smiling into your weekend.

Topics: MFour Mobile Research, MFour Blog, millennials, blackberry, international business times

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