MFour Mobile Market Research News and Updates

5 Facts You Should Know About Mobile Representation & Consumer Insights

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

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.
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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.”

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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


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.

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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”

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

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