5 Facts You Should Know About Mobile Representation & Consumer Insights

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

Blog cord cut 9May18

Here’s a statistic consumer insights professionals might consider memorizing: Pew Research Center now reports that 20% of adult Americans rely solely on smartphones for their internet access. That’s up from 13% who reported relying on mobile phones alone in a Pew study in 2015.

Your own data needs to be representative across whatever demographic you’re trying to understand. Which means you need to reach the public where it lives. Just as railroad stations gave way to airports as the main hubs of physical journeys, personal computers are giving way to mobile for consumers' digital journeys. That’s especially true for crucial, traditionally “hard to find” Hispanics, African Americans and young-adult consumers. Reaching out to them on a personal computer for consumer surveys is barking up the wrong device. Data from Pew studies conducted in January, 2018 and in 2015 shows why:

  • Hispanics: 35% are now smartphone-only, up from 23% in Pew’s 2015 study.
  • Ages 18-29: 28% are smartphone-only, up from 19% in 2015.
  • African Americans: 24% are now smartphone-only users, up from 19% in 2015.
  • Whites: 14% are smartphone-only in 2018, up from 10% in 2015.
  • Age 65 and older: Even among these slower adopters, smartphone-only use is now at 10% of the senior population, up from 7% in 2015.

One obvious takeaway is that in order to reach the representative slices of the public that market research requires, it has be done with mobile. But what you need to know is a bit more nuanced than that. We'll tell you why in our next blog post, so stay tuned. In the meantime (or at any time), you can have a personal, one-on-one info session and demo on state-of-the-art mobile research capabilities, simply by clicking here

Topics: mobile insights, mobile research, mobile surveys, mobile technology, technology, mobile apps, smartphone apps, smartphones, consumer insights

Need Quality Consumer Insights? Take This Expert Advice

Posted by MFour on Apr 25, 2018 1:24:23 PM



If you’re talking to the wrong consumers, consumer data and consumer insights suffer. A recent GreenBook webinar called “Working Together To Improve Respondent Experience” reminded us of the deeply inadequate state of online consumer panels, and the threat it poses to your ability to do your job and secure your standing in the decision-making process.

Kristopher Sauriol, Senior Director of Global Research Insights for Visa, was one of the participants, and he summed up the problem and what’s at stake in just a few words:

 “Your data is only as good as the people who are taking your survey….[But panel quality] is not always something research agencies  are forthcoming about….you either should ask, or you should look at some other agencies that do consider this a factor.”

We’d take it just a step further. Accessing validated consumers who are fully engaged in sharing what you need to know is not just “a factor.” It’s the factor. Finding them is a matter of reaching them in their preferred environment, via their preferred technology, the mobile app.

MFour’s story, in a nutshell, is that we built the app, 2 million representative U.S. consumers have downloaded it, and these are the consumers who are best situated to give the insights industry “data…as good as the people who are taking your survey.”

If you want a research partner whose entire business proposition is to provide you with quality, first-party consumers engaged by innovative, proprietary mobile research technology, just get in touch by clicking here.

Topics: mobile surveys, mobile technology, mobile apps, mobile market research, consumer insights

Here's Why Respondents Drop  "Mobile First" Surveys

Posted by MFour on Apr 12, 2018 10:10:00 AM


Stopwatch 10Apr18

Mobile survey engagement is won or lost in a fraction of a second – a time span shorter than it takes to say “mobile survey engagement.” 

The time span we’re talking about is the gap that occurs between screen taps as a respondent proceeds through a smartphone survey.

The questionnaire that hesitates for just a third of a second or more is lost, according to research from Google.

"Mobile first” or “mobile optimized” surveys will regularly fail the speed test. The user experience starts badly due to slow load times, and goes downhill from there. Engagement erodes, and data quality erodes with it. And its likely that these frustrated consumer won't want to take any more surveys, exacerbating the panel recruitment problem that already plagues online research. The solution is to reach mobile consumers offline via a smartphone app.

The proven answer is MFour's  Surveys On The Go® app. Introduced in 2011, at the dawn of mobile research, SOTG has attracted the world's largest, most engaged all-mobile consumer research panel. More than 2 million U.S. users have downloaded it, and their satisfaction and engagement can be measured by the 4.5 stars out of 5 rating the app consistently receives in unsolicited public ratings and reviews left at the Apple and Google Plus app stores. If respondents' mobile app survey experiences were slow, they wouldn't be so pleased, and the number of consumers downloading it wouldn't be growing by more than 2,000 per day, strictly by word-of-mouth.


"Mobile first" surveys fail the speed test because they don't take place inside an app. They merely shoehorn conventional online surveys onto smartphone screens. Also referred to as “mobile optimized” or “mobile web” surveys, they require an uninterrupted connection between phones and websites, and the risk of disengagement or dropped surveys increases with each question. That's because the "mobile first" process resembles a  game of ping-pong. Each question goes ping as it’s loaded into consumers' phones, and then pong, when they send their answers and try to move on to the next question. This back-and-forth volleying continues until the questionnaire is completed. It adds up to 40 chances for delays in receiving questions and sending answers over the course of a 20-question survey. 

According to Google, if any part of an online exchange takes more than a 20th of a second, “the connection between action and reaction is broken."

Here are a few more observations from Google’s analysis of what happens when mobile consumers are forced to wait:

  • “When it comes to negative mobile interactions, one of the top complaints we heard is “slow interactions.”
  • “Making speed a priority is critical…53% of mobile site visits are abandoned if pages take more than 3 seconds to load.”
  • “46% of people say they would not purchase from a brand again if they have an interruptive mobile experience” (think of the survey-taking experience as market research's own consumer satisfaction challenge).

Whether it’s a quick-hit, fast-turnaround study on MFourDIY®, the only all-mobile DIY platform, or a project powered by the unprecedented location tracking, targeting and segmenting now available to users of the new Path-2-Purchase™ Platform, it all begins with what’s happening under the hood. If you give your research audience the opportunity to respond via Surveys On The Go®  app, you're giving them the superb smartphone experience they expect and appreciate. And they'll reward you with the engaged attention that leads to quality data and insights that will support business recommendations you can stand behind.

For a conversation and a demo on how MFour delivers validated consumer understanding for all, just get in touch by clicking here.



Topics: mobile research, mobile apps, Path-2-Purchase™ Platform

MFour App, “Survey’s on the Go” Among Top in App Store

Posted by admin on Jan 29, 2016 8:22:58 AM

“Surveys on the Go® ranked top 80 in app store busiest app section, lifestyle”

National mobile market research firm MFour Mobile Research’s Surveys on the Go® application is among Apple’s top apps, ranking 80 in the lifestyle section of the app store, among more than 2 million applications. Its ease of use, stellar customer service, and panelist incentive all push this application above of the rest, and contribute to its 4.5 star rating with more than 28,000 reviews.
“It’s simple. We treat our panelists well so they recommend our app to their friends,” said MFour CEO Chris. St. Hilaire. MFour also reported that more than 2,000 new panelists are signing up to participate daily.

Topics: MFour Mobile Research, lifestyle app, News, apple app store, MFour Blog, mobile apps, surveys on the go

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