Keeping up with a mobile audience

Keeping up with a mobile audience
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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

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