Mobile Market Research News and Updates

4 Insights You Need for Mobile Research Success

Posted by MFour on May 10, 2018 9:30:00 AM

Mobile App Blog 9May10

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.
Here are two additional key statistics to keep at the front of your mind as you look for mobile research solutions:
  • 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.

 

Topics: consumer research, consumer survey, mobile research, mobile surveys, mobile app, mobile DIY, smartphone apps, market research

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

MFour Lets You Target Respondents by the Apps They Use

Posted by admin on May 4, 2016 8:00:07 AM

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A new equation in research: app-tracking + GeoValidation® = unprecedented data

 

Targeting the right respondents is crucial to getting good research data, so MFour Mobile Research has developed a new pipeline to push surveys to consumers based on the smartphone apps they use.

 

Hoteliers, for example, can find out what people who’ve downloaded their chain’s reservation app liked or didn’t like about their most recent stay -- from broad impressions to the most detailed particulars about check-ins, minibars and bellhops. Or they can eavesdrop on what a competitor’s app-using customers say about its own amenities and services.

 

The value of surveying app-users about their consumer experiences extends across all business sectors. MFour’s leadership position as the first and only all-mobile research company means it can infuse app-targeting surveys with even greater capabilities.

 

We power all of our clients’ projects with the most advanced mobile-survey technology. With us, they can leverage the nation’s most effective survey panel – the million-member active panel that uses MFour’s own signature smartphone app, the 4.5-star rated Surveys on the Go.® You get fast, reliable results that fully include typically hard-to-reach demographics such as Hispanics and Millennials.

 

The app tracker accesses the 50% of our panel that uses Android devices. Knowing the apps they have, we can lead you to a rich, new vein of fast, reliable data.

 

Rather than asking panel members which apps they use, MFour’s app-targeting is based on passive tracking that automatically identifies and verifies the apps they’ve downloaded. This tool becomes even more powerful when combined with another proprietary feature, the GPS-enabled respondent-locator we call GeoValidation.®

 

GeoValidation® certifies when panelists have arrived at a given retail outlet or other location that’s relevant to your survey. You can then field a survey to be completed on the spot, before respondents have finished shopping, or shortly after they’ve left, while the experience is fresh in mind.

 

So a market researcher seeking insights about a hotel-chain’s customers (or its competitors’ customers) doesn’t have to ask hotel-app users to recall their most recent stay, which may have happened months ago. Pairing app-tracking with GeoValidation,® this study would proceed from a sure understanding that its subjects were current guests, or travelers who had just checked out.

 

To call the resulting data “premium” would be a serious understatement.

Topics: MFour Mobile Research, consumer survey, google play, News, app store, MFour Blog, smartphone apps, market research

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