You’re always on a quest for the best consumer insights, so doesn't it make sense to engage consumers in the way they’d most like to be engaged?
A new report from the Consumer Technology Association (CTA), tells you exactly where to look. Here’s the key takeaway from the CTA’s announcement of findings from a survey of 2,016 U.S. adults:
“Smartphones continue their meteoric popularity and are now owned in 87% of U.S. homes, second only to televisions at 96 percent ownership.” Laptop computers are in 72% of households.
Adds Steve Koenig, the organizations’s vice president of market research, “The rapid ascent of smartphone ownership in U.S. households exemplifies the versatility of these devices – for communication, for entertainment, for productivity and more. And because of that, it’s possible we’ll see smartphone ownership in the U.S. match that of TVs within the next five years.”Separate studies by Pew Research Center have found that 77% of individual U.S. adults use smartphones, with the numbers soaring past 90% for Millennials and Gen Z. Meanwhile, says Pew, 20% of U.S. adults are strictly smartphone-reliant for online access, choosing to dispense with broadband subscriptions.
If you’re seeking insights from mobile consumers (who are now synonymous with consumers, period), you’ll profit from learning about mobile research best-practices. The crucial distinction to remember as you explore how best to reach mobile consumers is between mobile research conducted with a proprietary app that’s been downloaded by a large and representative panel of validated, first-party consumers, and the mobile web approach (aka “mobile optimized” or “mobile first”). Mobile-app fully embraces the Smartphone Era and its vast possibilities for consumer insights. Mobile web, as its name implies, takes half-measures by attempting to adapt traditional online surveys to small screens; there's no attempt to master the special app technology required for seamless, sophisticated experiences for the researcher and mobile consumer alike.
If you’d like to learn more about in-app mobile and special capabilities such as location studies and harnessing phones’ multimedia capabilities for qualitative, in-their-own-words “video selfie” feedback, let’s set up a live demo. Just click here.