Keeping up with a mobile audience

Keeping up with a mobile audience
SHARE
THIS



Mobile phones and devices are the most highly adopted technology in history. Today, there are almost six billion mobile devices globally – nearly one for every man, woman and child on earth.[1] In 2016, it is predicted this will balloon to over 10 billion.[2]

With 52% of Australians owning a smartphone, and mobile internet usage surpassing desktop usage[3], smartphone technology opens another channel to engage respondents on-the-move.

Given that three-quarters of Australians don’t leave their home without their device[4], it allows researchers to be alongside respondents at the moment of truth, be it for Shopper Insights, Mobile Diaries, Location Based or In-The-Moment Surveys.

Here are some real-world examples from our experience:

Case Study 1: Post-purchase: Buying and giving feedback online

A retailer wanted to look at post-purchase feedback from those buying from their online store through mobile. Without in-store interaction, they looked at how they could best engage the consumer and receive insights on preference and experience.

Fittingly, they sought insights via the same route the purchase was made, through mobile. Research Now surveyed 1,100 respondents who made a purchase via the mobile website on their device. The survey went live within two days of receiving the questionnaire.

Over 800 completes were achieved over one weekend, closing within a quick five days. The client was impressed by the speed, as well as seeing higher quality and detail in the open-ended responses.

Case Study 2: Election night

Statistics show that 48% of smartphone users multi-task and use their device whilst watching TV[5]. Online participation during TV shows is also common, so why not extend to mobile and more so, to surveying a heated subject like politics?

During the 2012 US elections, a media company sought insights about the coverage. Research Now took on this time-sensitive project. Two groups were formed: a test group who watched the Election Night special and a control group that did not.

To extend the audience reach, this study used both the native app and web app versions, meaning panellists and new respondents alike were able to participate. All responses were captured that evening; 515 completes for the control group were achieved in 90 minutes and 577 completes were captured for the test group. In addition to audio and video uploads, the survey yielded insights about the coverage itself, as well as advertisers and sponsors.

A recent survey showed that smartphone is the preferred way to participate in research for 64% of Australian Research Now smartphone panelists. While it’s true that mobile surveys are completed faster with greater respondent engagement, it’s the enhancement of data that makes mobile a great addition to a researchers suite of tools.

For example, mobile-based in-home usage tests don’t require respondents to stop what they’re doing to go to a desktop and capture thoughts, opinions and attitudes hours after the behaviour occurs. Rather, they provide feedback whenever and wherever they are, in-the-moment. Enhanced with photo, video and audio capture and the ability to scan barcodes;  ask their permission and you can also gain passive data.

The ability to collect data via mobile offers an exciting opportunity to further reach respondents in-the-moment. Ignoring it might mean our audience leave us behind.

Michael is client development manager at Research Now

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]