Mobile News Mix

Gen Z Is Even More Diverse than Millennials, and it Takes a Mobile Research  App To Reach Them

Posted by MFour on Feb 11, 2019 1:55:56 PM

Pew Research Center’s recently published series of deep dives into the demographic characteristics and social views of American Post-Millennials (also commonly known as Gen Z) is worth a look for consumer insights professionals. With the oldest Gen Zers moving into post-adolescence, they most certainly are on marketers’ and market researchers’ radar as a key cohort of consumers whose characteristics, lifestyles and attitudes demand understanding right now and on into the future. Among other things, Pew notes, this is the most racially and ethnically diverse generation in U.S. history.

The oldest Post-Millennials, who are turning 22 this year, are getting college educations and/or have begun to enter the work force.  Also, the Gen Z multitudes who are still in their childhood are driving a great deal of purchasing by their Millennial (ages 23 to 38) and Gen X (39 to 54) parents. Pew’s studies continue to compile data documenting similarities and differences between these generations.

The defining demographic reality of the late 2010s, in which the oldest Gen Zers and the youngest Millennials are coming into their own as young, independent consumers, is the dominance of smartphones as the pervasive tool consumers of all ages use to learn about products and services, buy products and services, and express and widely circulate their opinions about products and services.

But almost incredibly, only 54% of consumer insights professionals who responded to GreenBook’s most recent GreenBook Research Industry Trends (GRIT) report said they are using “mobile first” surveys to obtain consumer data. What’s worse, “mobile first” is not the kind of mobile research the industry should embrace. It fails to reach consumers in their true comfort zone, which is the mobile app. As eMarketer has documented, mobile consumers prefer the app environment by six to one over accessing and exchanging information on the mobile web,” which is where “mobile first” research takes place.

Although the GRIT report barely mentions mobile-app research, forward-looking marketing and consumer insights professionals at major brands, market research firms and advertising agencies are increasingly aware of and on board with the mobile-app research methodology. They recognize the speed, timeliness and quality of data collected from a first-party consumer panel of mobile app-users, and can see that it’s the pathway to research success in the Smartphone Era.

Scores of major brands and firms partner with MFour, often with the specific aim of reaching Millennial and Post-Millennial consumers, the leading adopters of mobile app activites (although Generation X and Baby Boomers are also rapidly making up any generational gaps in mobile app use).

Look at this visualization of MFour’s panel characteristics and judge for yourself the kind of coverage and engagement you can expect when you need to reach consumers in the key 18- to 49-year-old age groups. Pew notes that Gen Z is the most racially and ethnically diverse generation in U.S. history – 52% Caucasian, 25% Hispanic, 14% African-American, 6% Asian and 4% other.  When it comes to consumer panel diversity across Gen X, Millennials and Gen Z, MFour an Surveys On The Go®are already there.

In the 2010s it has become a watchword among most consumer insights professionals that Millennials, Hispanics and African-Americans are “hard to reach” for market research. But if you’re smart enough to connect with them through an advanced mobile research app, that simply isn’t so.

Topics: african americans, millennials, market research, Gen Z, hispanic consumers, consumer panel, mobile consumer panel, mobile data, mobile consumers, Pew Research Center, demographic representation

Hispanic Consumers Get the Word About MFour's Surveys On The Go® Research App on Univision's `Despierta America' Morning Show

Posted by MFour on Feb 6, 2019 10:18:46 AM

Stranded at Home by the Polar Vortex? Univision's TV morning show, "¡Despierta America!," and lifestyle reporter Erick Cuesta recently advised their Spanish-speaking audience to download MFour's Surveys On The Go® market research app to spend that time profitably by earning cash taking consumer surveys.

Brands are keen to understand the preferences and opinions of Hispanic consumers, who are a continually growing force in the marketplace. And, as the recognition by "¡Despierta America!" attests, SOTG is an ideal conduit for connecting with them.

"No dejes que tu dinero se congele: apps para hacer un dinerito extra si estás atrapado en casa por la nieve,” was the Jan. 31 segment’s caption – “Don’t let your money freeze: apps to make a little extra money if you’re stuck at home by the snow.”

“We’re thrilled to be showcased on the popular award-winning morning show ‘¡Despierta América!’” said Chris St. Hilaire, MFour's CEO and co-founder.  “With 2.5 million users of Surveys On The Go® we can connect leading brands with America’s Spanish-speaking population, which other research companies consider ‘hard to reach.’”

MFour is a go-to choice for brands and advertisers who need insights into the preferences, opinions and online and offline buying journeys of all segments of the American population, including crucial Hispanic consumers.

While the market research industry has tagged Hispanics as “hard to reach” when it comes to participating in consumer surveys, MFour provides full representation of the U.S. Hispanic population. They constitute 20% of the validated, first-party consumer panel whose members use Surveys On The Go®, closely matching the U.S. Census Bureau's estimate that Hispanics make up 18% of the population. MFour also captures the diversity within the Hispanic consumer demographic by segmenting them into three sub-categories: Acculturated (65%), Bicultural (33%) and Unacculturated (5%).

Watch the “¡Despierta América!” feature at https://bit.ly/2SarMxT

For more on Surveys On The Go®, click here.

 

Topics: mobile research, surveys on the go, hispanic consumers, mobile consumer panel, mobile consumers, survey data, demographic representation

MFour Introduces Digital Brand Studies

Posted by Mike Boehm, MFour on Jan 15, 2019 6:17:37 PM

 Digital Brand Studies

MFour Introduces Digital Brand Studies for Validated, Non-Inferred Advertising Metrics

Finally, a Mobile-First Digital Ad Measurement Solution Built for the Smartphone Era

Irvine, CA: MFour Mobile Research, the recognized leader in GPS survey technology and consumer data, introduces Digital Brand Studies, bringing a much-needed mobile-first approach to ad-effectiveness measurement for digital advertising.

Mobile advertising now accounts for 70% of all digital spending, per eMarketer. Digital Brand Studies obtain fast survey feedback from actual, exposed mobile consumers, enabling brands and agencies to assess lift, awareness and intent to buy using deterministic data, not probabilistic modeling.

The difference-maker is MFour’s carefully-profiled, first-party consumer panel – 2.5 million U.S. consumers who use the Surveys On The Go® mobile research app. They provide reliable representation of key mobile audiences digital advertising campaigns need to reach, including Millennials, GenZ, Hispanics and African-Americans.

“Until now, digital ad measurement has been directional at best, focused on desktops rather than smartphones despite consumers' massive shift to mobile,” said Chris St. Hilaire, MFour’s co-founder and CEO. “Brands are shifting ad spend to mobile because they know that’s where consumers are. Digital Brand Studies don't just guess. They provide accurate, validated metrics. Measuring ad effectiveness doesn’t have to be like reading tea leaves anymore.”

Here’s what users of Digital Brand Studies can expect:

  • MFour’s all-mobile panel and cross-platform approach registers mobile ad exposures and desktop exposures.
  • Interview two demographically matched audiences of at least 100 consumers each: an exposed test group and an unexposed control group.
  • Real-time reporting enables in-flight optimizations of ad campaigns.

(more)

  • Choose a turnkey solution that includes impact analysis, or a custom solution for more in-depth analysis and attribution.

 Digital Brand Studies cost $5,000 for the standard option and $12,000 for a Plus option adding crosstabs, data analysis and custom attribution metrics. To learn more, contact solutions@mfour.com.

Topics: digital advertising, mobile solutions, mobile consumers

Surveys On The Go® Awarded CNET's "Best Apps to Earn Cash in 2019"

Posted by MFour on Jan 8, 2019 9:43:25 AM

Surveys On The Go®, MFour’s trail-blazing mobile research app, continues to ride high with consumers and tech tastemakers alike, eight years after its launch. SOTG’s latest distinction is making CNET Magazine/Download.com's list of the “8 best moneymaking apps to earn cash in 2019.”

Tech writer Joshua Rotter made the picks, so kudos to him for recognizing excellence. We also appreciate his emphasis on data privacy. Rotter noted that in addition to providing an engaging way to earn money while being heard by Fortune 1000 companies as they hone the creation, refinement and marketing of products and services, SOTG users enjoy a guarantee to protect and never sell their Personal Identifying Information (PII).

In fact, a key distinction of SOTG versus many other sources of consumer data is an assurance that app-users’ identities and demographic information will be protected and used only in aggregated form, combined with survey answers from all other participants in a given survey.

We should note that while individual experts’ opinions of Surveys On The Go® carry weight, the aggregated opinions of multitudes of app users count the most. On that score, SOTG has long been the top mobile survey app, with average all-time ratings of 4.6 stars out of 5 on Google Play and 4.5 at the Apple iOS App Store. 

Why does it matter? The quality of the data depends on the quality of the survey experience and the size of the consumer panel available to take surveys. We always work hard to give the 2.5 million U.S. consumers who have downloaded SOTG the best experience, and we’re always grateful for their participation and support. The best in market research depends on them.

Topics: mobile surveys, mobile app, mobile market research, surveys on the go, market research, mobile consumers, CNET

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