As Pew Research Center has documented, consumer insights research needs to be mobile to reach the representative slices of the public that successful market research requires. But there's a deeper layer of understanding insights professionals must master to get mobile right. Here are some tips as you explore mobile research solutions:
- Understand why “mobile research” is not a generic term.
- Learn the key differences between the two kinds of mobile – “mobile optimized” (also called “mobile web”) and mobile-app.
- Be aware that “mobile optimized” research is traditional online research conducted on smaller devices. It’s a new vehicle for the same old online research environment.
- Consider data that shows consumers' overwhelming preference for the mobile-app environment over the mobile-web environment.
- eMarketer reports that U.S. adult smartphone owners’ average daily mobile app usage exceeded mobile web usage by a ratio of 5.6 to 1 in 2017 – 145 minutes for apps, and 26 minutes for mobile web.
- This year, the gap is predicted to grow to 6 to 1 as time spent rises 6.9% for apps while staying level for mobile web.
The decisive takeaway is that when you’re talking about consumers inhabiting a mobile environment, you’re actually talking about people living in the mobile-app environment. Asking them to take surveys via the mobile web is tantamount to not using mobile at all.
To dig deeper into the differences between mobile-app research and mobile-web/mobile optimized research, check out this blog post, “Mobile 101: Why Native App Technology Beats `Mobile’ Optimized.” Or you can set up a one-on-one demo to explore the whole story about how MFour’s mobile-app solutions can meet your own specific research needs. Just click here.