MFour Mobile Market Research News and Updates

Census Trends Spell Bad News for Online Market Research

Posted by MFour on Jun 28, 2018 6:00:00 AM

Are you one of the many marketing and consumer insights professionals who have doubts whether they're getting good, representative data needed to understand Hispanics, African Americans, Millennials and Gen Z? Here's something new from the U.S. Census Bureau that shows how urgent it is that you stop subscribing to the common belief that certain groups are just "hard to reach."

“Population Continues To Become More Diverse,” is one of the section headlines in a new Census Bureau report that updates the U.S. population count and its demographic makeup.

The report spells more trouble for brands that can't get on top of understanding Hispanics, African Americans, and the Millennial and Gen Z generations that are the most diverse in U.S. history.

The reason they seem "hard to reach" is straightforward: Hispanics, African Americans, Millennials and Gen Z all have a strong preference for their smartphones over desktops and laptops when it comes to accessing, creating and sharing information. Research that doesn't get the mobile dimension right will inevitably suffer a data disconnect that you simply can no longer afford.  

These key figures from the new Census Bureau estimates tell the story:

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Topics: african americans, millennials, market research, Gen Z, sample quality, hispanic consumers

82% of Pro Basketball Fans Are Heavy Playoff Viewers

Posted by MFour on May 15, 2018 3:11:02 PM

 

In a nationwide survey of 5,032 Millennial and Gen Z respondents who are interested in pro basketball, 82.1% said they are frequent watchers as this season’s league playoffs near their climax. That includes 65.6% who report watching “nearly every game,” and 16.5% who said they’ve watched every game.

Frequent viewership ran even higher in states that are home to the four teams still in contention: Texas (94.7%), California (90.6%), Ohio (90%) and Massachusetts (88.5%).

But viewership also was intense among respondents living in some states that don’t have a pro basketball team, let alone one that’s still in the playoffs. That includes 93.7% of respondents in Virginia who said they have watched every game or nearly every game; 89.3% in Washington state, 84.7% in Kentucky, and 83% in Missouri. Survey respondents were ages 13 to 40.

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Topics: consumer survey, millennials, market research, consumer insights, professional basketball, Gen Z, professional sports

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.

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

1,000-Millennial Study: Views on Technology

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

 

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

3 Weekly Insights on Mobile

Posted by admin on Sep 23, 2016 4:05:56 PM
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.
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Topics: MFour Mobile Research, MFour Blog, millennials, entertainment

1,000-Millennial Study Explores Entertainment Consumption 

Posted by admin on Sep 19, 2016 7:58:21 PM

 

 

This is the first report in MFour’s Millennial Insights Project, an in-depth look at the preferences and behaviors of 1,000 American consumers, ages 18 to 36. Today’s report highlights results and findings on Entertainment.

 

We’ll follow with reports on Money & Investing (Sept. 27) and Technology & Lifestyles (Oct. 4).

 

We recruited and surveyed respondents through Surveys on the Go®, MFour’s all-mobile, app-based research technology and methodology, which reaches more than one million active panelists. The study collected 1,000 demographically representative, validated responses within two hours of launch on Sept. 10, 2016. Length of interview was approximately 15 minutes. Respondents were segmented by sex, race and ethnicity, type of work, income and age. We divided our Millennial subjects into three six- or seven-year age brackets.

 

Here are five insights we found interesting:

 

Streaming is King: Streamed programming is the most frequent viewing choice for 58% of Millennials – more than double the 28% who most often watch cable or satellite TV. There’s a substantial drop-off for cable/satellite viewing among Millennials who haven’t yet turned 30. Only 18.5% of this younger group say cable/satellite TV is their first choice, compared to 37% of Millennials ages 30 to 36. 78% of all Millennials consider a paid streaming platform their first or second choice when watching television, with 76% saying they are streaming more from paid services than they did a year ago. But most Millennials haven’t cut the cord on cable entirely: 64% of those who no longer live with a parent still subscribe to cable or satellite TV.

 

Binge Watching is Huge: By nearly four to one (78% to 22%), Millennials prefer a television series to be released all at once, rather than having to wait for a weekly episode over the course of a season. And 68% said they had binged on TV during the past month; 53% during the previous week. Across every grouping – sex, age bracket, race-ethnicity, and income level – U.S. Millennials are united in their eagerness to binge on TV shows.

 

Music Downloads are Going Mobile: More than half of Millennials (56%) said they had downloaded music to a mobile device within the past month, surpassing the 43% who’d downloaded tunes to a desktop or laptop. African Americans were especially active downloaders, with 69% saying they’d downloaded music straight to their mobile in the past month, and 53% downloading to a PC. Downloads for Caucasians were 55% mobile and 38% PC; Hispanics/Latinos went 57% for mobile and 46% for PCs.

 

Opting Out of Going Out: Fewer than half of Millennials (43%) said they had been to a movie theater in the past month, and 17.5% had been to a live concert. 40.8% hadn’t been to a live concert in the last 6 months, and an additional 15% had never experienced a concert.

 

Viewing on Smartphones is 2nd Only to TV: 91% of Millennials said they access entertainment on a television screen, with mobile phones second at 73%. Desktops and laptops were third at 63%, and 47% watch or listen on tablets. The youngest Millennials, ages 18 to 24, show  a preference for watching on smartphones – 74%, vs.  69% for respondents 25 and older. There’s also an intra-generational difference for TV screens, used by 89% of the youngest group and 93% of 25 and overs.

 

For a look at our entire Millennials survey, visit: https://www.surveysonthego.net/tracker

 

Username: MillennialCaseStudy

Password: MFourMillennials

 

MethodologyUsing 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).

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Topics: MFour Mobile Research, mobile insights, african americans, latinos, News, MFour Blog, millennial insights project, millennials, hard to reach

3 Mobile Musings From the MFour Blog

Posted by admin on Aug 26, 2016 9:34:18 AM
Here's your Friday roundup of 3 items from the MFour blog to keep you up to speed on mobile research. Whatever else you do, don't forget to check at the bottom for something to mobilize your spirits heading into the weekend. 
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Topics: MFour Mobile Research, panel, max, MFour Blog, millennials, mobile

5 Insights: Millennials & Mobile

Posted by admin on Aug 23, 2016 11:37:47 AM
1. Millennials’ presence and the data they generate are everywhere because social media is everywhere. Their smartphones enable them to make their thoughts, feelings, whereabouts and behavior instantly known.
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Topics: MFour Mobile Research, MFour Blog, millennials, mobile

We did it – 200 7-Eleven interviews in just 139 minutes!

Posted by admin on May 25, 2016 3:59:19 PM

 

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Topics: 7-eleven, MFour Mobile Research, smartphone, survey race, MFour Blog, millennials

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