| Mobile research is alive globally, delivering new and surprising insights to those who are willing to experiment. Expanding our ability to track thoughts, movement and behaviors in real-time, mobile research enables point of experience engagement like never before. While current penetration and incidence of smartphones concerns methodologists, impressive growth of smartphone adoption is exciting research visionaries. After all 1 in 4 subscribers are smartphone users, with Canada projected to reach 50% penetration in 2014. The presentation is based on a wide range of real-world projects conducted throughout 2010 and 2011 on global and boutique brands. Innovation Through Mobile Research – A Real World Look At Your Opportunities |
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| Sean Conry's presentation at the MRIA conference in Kelowna on Tuesday 31st May will highlight a range of case studies as a backdrop for discussing best practices for mobile research design, maintaining participation, incentives, privacy & ethics. |
In an IPSOS study using the Techneos mobile platform, hundreds of smartphone owners have been asked to participate in a mobile digital ethnography study, sharing their feelings, photos and other ‘point of experience’ information that will track how the general public interact with the British Monarchy at the Royal Wedding of Prince William and Katherine Middleton.
The study will be used to gather information in real time on people’s perception leading up to, during and after the event.
Rather than coding the social media content that is freely created, the mobile survey, which is optimized for smartphones, asks direct questions about where people are watching the Royal Wedding to their mobile enabled panel.
The survey asks respondents how they feel about the British Monarchy, who they’re watching the Royal Wedding with and to take a photograph with their smartphone of what they can see now.
The information is uploaded in real time using the respondents’ mobile network carrier and their smartphone - whether they use an Android, Apple iOS, RIM or Windows Mobile operating system.
The mobile survey is taken by each respondent multiple times over the course of the day on their smartphone mobile device. Within the app they capture photos, GPS location and answer survey questions that you’d see in a typical ethnography project. The information will provide real time data on people’s thoughts and experiences that is not possible to be captured in real time using other research methods.
“We’re excited to be working to be working with Ipsos Open Thinking Exchange on this once-in-a-generation project,” said Dave King, Techneos CEO. “On Friday many people will be sharing their thoughts on social media through their mobiles. Ipsos went one step further and used our SODA app to gather structured data from people who are in London watching the wedding, at the point of experience, unobtrusively, in real time.”
The results will be published after the project has been completed.
A mobile digital ethnography project of this kind is particularly well suited to the United Kingdom, where smartphone penetration is at 31% (Ipsos Media CT Report Q1, 2011).
Will you be watching this historical event? Where and who with?
"Smartphones are playing an increasingly important role in shaping the purchase decisions of US shoppers, a study by Google and Ipsos OTX has found.
The two firms surveyed 5,013 smartphone owners, and reported that 81% regularly surf the net via this route, while 77% access search engines, 68% leverage apps and 48% stream video.
Simultaneous media use was also widespread, as 72% of those polled were active on their touchphone when consuming other channels, including 33% doing so at the same time as watching TV."
Read the full article on WARC.com here: http://www.warc.com/LatestNews/News/EmailNews.news?ID=28212
According to ABI Research 302 million smartphones shipped in 2010, chalking up a resounding 71% growth over 2009’s shipment levels. Android’s success since its launch is expected to continue: some 69 million smartphones running the Android operating system shipped last year, and ABI Research expects that in 2016 Android will have captured 45% of the market. “Android, Bada and BlackBerry have a great opportunity to fill the vacuum being left by the disappearance of the Symbian OS within the next two years,” notes senior analyst Michael Morgan. Apple’s iOS, which held 15% of the market in 2010, should continue moderate but steady growth over the mid-term, backed by new product introductions. ABI Research forecasts 19% market share for iOS in 2016. RIM, which held 16% of the market in 2010, is expected to lose just a little ground: 14% is the forecast for 2016. “RIM’s slight loss of share doesn’t mean falling shipments,” says Vice President Kevin Burden. “RIM has found its niche, but the consumer market will grow faster than its portion of it.” Of the newer entrants in the smartphone OS arena, Windows Phone 7 and Samsung’s Bada are both aimed at low- to mid-range handsets. “With 4 million units shipped in 2010 (amounting to a 1.5% market share), Bada has taken off very well, very fast,” Morgan adds. “Bada may reach 10% market share by 2016. Windows Phone 7, on the other hand, which shipped in two million handsets in Q4 2010, will have to find incredible success through its Nokia channel to take more than 7% of the market by 2016.” Burden concludes, “The overall smartphone market growth for 2010 is not really so surprising: what is more significant is the 19% compound annual growth rate (CAGR) contained in our forecasts through 2016.” ABI Research’s “Smartphone Market Data” provides quarterly and annual data pertaining to the smartphone market, delivering global and regional data for smartphone operating systems, ASPs, vendor market shares, revenues, air interface protocols and technology attach rates. It is part of the Smartphones & Mobile Devices Research Service which also includes other Market Data products, Research Reports, Surveys, ABI Insights, ABI Vendor Matrices, and analyst inquiry support. ABI Research provides in-depth analysis and quantitative forecasting of trends in global connectivity and other emerging technologies. From offices in North America, Europe and Asia, ABI Research’s worldwide team of experts advises thousands of decision makers through 30+ research and advisory services. Est. 1990. For more information visit www.abiresearch.com, or call +1.516.624.2500. |
http://www.research-live.com/4004783.article
The Census, particularly one completed only once a decade as in England, is fraught with issues about compliance and cost.
On one hand, paper surveys are expensive to print, transport, double enter for validation, potentially to read. The respondent is subject to question fatigue and the veracity of the information provided can be questionable. For example, during the last UK census, 390,000 people listed their religion as 'Jedi Knight', clearly using humour to distance their own personal information from the needs of the government to base social policy on their requirements. Subsequent construction of Jedi temples to meet the demand in high density Jedi Knight regions have so far gone unreported ;)
Perhaps personal interviews, face to face at the door step, are a better solution? With the interviewers armed with a portable device (PDA, Android tablet or even an iPad?) the paper and data entry costs would be obsolete and the information would be validated at entry and clarified with the respondent right away. Multiple choice answers could be randomized to prevent question fatigue or bias. There would be less data entry errors. But how would you arrange to have enough interviewers in field to interview the population that night, without omitting the interviewers themselves from the census count?
What would happen if we gave people the option to self-complete using CAMI/ MCASI, as well as online and paper ?
The respondents could complete the survey while on the couch, or doing their usual evening activities.
Our surveys have shown that even an incentive as small as $1 (in points) rapidly increase compliance and response speed, even when the survey involves a task. The UK Government could even offer a coupon for a free fare on the public transport system, or points at the local supermarket loyalty program - of which there is huge adoption in the UK.
Perhaps with certain segments, like those over 40, they could opt in to use the traditional paper method or go online to complete. I'm sure for the majority of the population
To see how we used mobile to gather pre-census data in the USA, click here.
Update on 14th April 2011: For more information about how Census data is being used, the MRS is hosting a conference on 4 July. More information here.
Firstly, photo and video data is qualitative in nature so you can’t get around coding it in some fashion to get the most out of what you’ve collected.
So back to the quantifying of your qualitative data... Microsoft provides MS Pivot, which we’ve used to pull in metadata (i.e. survey answers) associated with photographic data – then you can start to do some dynamic sorting and get a feel for the quant story behind the mountains of qual data you’ve collected. We first explored this with Ipsos last May on our Great British Weekend (MCASI) project.
It’s getting easier and easier to collect photos, video and GPS (heck – even barcode capture will be mainstream by 2012) as consumers become more savvy with smartphone technology and handset sales continue to increase. This will only continue to rise, as will the adoption of tablet devices built on Google’s Android and Apple’s iPad platform.
We don’t have all the answers – but we want to find them with you.
Industry trend watchers continue to talk about what to do with the large volume of qualitative data that is being captured (not to mention the space it requires to store them all) and it’s an issue that industry leaders and innovative market researchers are continuing to advance. The key point is that the information provided in photos, video, GPS and barcodes (and other forthcoming advances) in real time is valuable in offering richer insights into the consumer’s experience which is valuable to clients and researchers alike.
We can offer market researchers the opportunity to provide a holistic view of the consumer experience validated in real time as they take their smartphone from home to work, to the supermarket, cinema, restaurant and back home again. If your clients knew this was available for diary studies, mobile mystery shopping, CAMI and mobile panel, wouldn’t they ask for it?
With apps-based research that is appropriately designed to answer the research question, for the audience, for the device and for how the respondents use it, it is possible to conduct qualitative research on a quantitative scale. We want to work with you to make this happen.
@jtimed and others in our community – we’d love to hear your thoughts on this industry challenge.
A Game Changing Year for Mobile
- In December 2010, nearly 47 percent of mobile subscribers in the U.S. were mobile media users (browsed the mobile web, accessed applications, downloaded content or accessed the mobile Internet via SMS) up 7.6 percentage points from the previous year.
- The growth in mobile media usage is largely attributable to the growth in smartphone adoption, 3G/4G device ownership and the increasing ubiquity of unlimited data plans, all of which facilitate the consumption of mobile media.
- From December 2009 to December 2010, the percentage of mobile phone subscribers with unlimited data plans increased from 21.3 percent to 29.0 percent, with more phones now requiring an unlimited data plan subscription at the time of purchase.
- During the same period, smartphone ownership increased from 16.8 percent to 27.0 percent, while 3G/4G phone ownership reached 51 percent in December 2010.
As an example, comScore conducted an analysis over a 24-hour period in the U.S. on online newspaper readers’ consumption habits revealed some interesting insights on the synergies across devices – PC, smartphone and iPad. Overall PC viewing accounted for 97 percent of all online newspaper views during the 24 hour period, while smartphones accounted for 2 percent and the iPad accounted for less than 1 percent. When looking at how Americans utilized these devices differently throughout the day to consume news, it was observed that morning hours saw similar relative readership across all three devices. While in the afternoon, online newspaper readership peaked on PC and while at night iPad readers consumed more news on the device than during the day.
[Update on 15-Mar-11: South by South West, the social media & technology conference held each year in Austin, Texas is buzzing with news that Mashable reported: people now read more news via internet devices than from newspapers: "Poynter’s research showed that almost half of Americans in a survey said they got at least some of their news on a mobile device or tablet. As tablet makers, app makers and news outlets continue to perfect the news consumption experience on that form factor, we’ll have a whole new breed to analyze and fret over this time next year." It really is a trend impacting content providers, technologists, businesses, advertisers and market researchers alike.]
Obviously for market researchers this is interesting because if we are to get qualitative insights from our respondents, we need to consider the most appropriate qualitative research design for the way people are actually using their mobile devices. In the new mobile world, consumer is king and we had better ask the right questions, optimized for the right device, taking into consideration the user experience, if we are to gather rich data for insights. If your client wants to know how 26-54 year old women spend their leisure time and why, then how would you adjust your research design to target the respondent who is on their mobile tablet at night?
Download the full report here: http://www.comscore.com/index.php//Press_Events/Presentations_Whitepapers/2011/2010_Mobile_Year_in_Review
- at home (84%)
- during miscellaneous downtime (80%)
- waiting in lines / for appointments (76%)
- while shopping (69%)
- at work (62%) and
- during their commute in to work (47%).
For market researchers this means that all of those people with mobile internet enabled smartphones suddenly have a data collection device in their pocket or purse everywhere they go, and they've shown they are eager to use them for research. With their smartphone respondents can:
- discreetly photograph a supermarket shelf
- scan a product’s barcode
- answer a couple of questions about their purchasing decisions
- capture a video of themselves using the product sample you’ve sent to their home
- tell you instantly how they feel right at that moment
- classify their feelings from pre-set fields you’ve created.
Has this been proven?
64% of people responded within 5 hours with rich text and photographs of the task in their natural environment.
100% of quota was fulfilled within 48 hours, ending the research project with full compliance 3 days early.
This enthusiasm for using mobile research apps is making researchers take notice.
Mobile is not always the right mode, but when Rich information is required at the ‘point of experience’ to give a holistic view of the respondent, mobile MR goes further than conventional survey research to create a clearer picture of consumer behaviour and intention. Market researchers are asking what additional qualitative insight is offered by mobile over paper or online methods. Our projects have revealed that mobile research can tell you what is actually happening - with photos, video & GPS - in real time - rather than being filtered by your respondent's recall.
That's why your clients and your boss are talking about 'going mobile'. Market Research on Mobile devices is a huge opportunity that has come about because of the changes in consumer behaviour and smartphone use.
We reported on September 30, 2010 that Android was gaining ground on iPhone’s marketshare.
Four months later, Nielson shows us that the three major mobile operating systems (mobile OS’s) are in a three-way-tie (fig. 1). The inevitable battle for leadership can only be good for end customers, where value and features will be more readily compared before committing to a handset and platform.
FIG 1: SOURCE: NIELSEN 2010 http://mashable.com/2011/02/01/nielsen-smartphone-marketshare/
For Market Researchers this offers the hope of greater accessibility to the growing volume of people who can no longer be reached by traditional landline telephones.
The % of adults living in wireless-only households in the US in 2010 versus in 2007 (fig. 2) only enforces the need to consider adding mobile to their research toolkit.
FIG 2: SOURCE: ‘WIRELESS SUBSTITUTION: EARLY RELEASE OF ESTIMATES FROM THE NATIONAL HEALTH INTERVIEW SURVEY’, JANUARY - JUNE 2010 BY STEPHEN J. BLUMBERG, PH.D., AND JULIAN V. LUKE, DIVISION OF HEALTH INTERVIEW STATISTICS, NATIONAL CENTER FOR HEALTH STATISTICS
Nielsen has also offered some interesting information about the change in trends for the segments of the community who are actively taking up smartphones in America. As you can see from the chart below (fig. 3), uptake of smartphones was led by Asians in Q4 2009, then Hispanics purchased more smartphones, until they equalized at 45% of each demographic owning a smartphone last quarter.
FIG 3: SOURCE: ‘Among Mobile Phone Users, Hispanics, Asians are Most-Likely Smartphone Owners in the U.S.’, 1 FEBRUARY 2010, NIELSON.
And if you look at, for example, Internet penetration for Hispanics in the USA (fig. 4) you will see that the growth in internet use is greater than a non-hispanic US audience. They are proving themselves to be early adopters and market-ready for lifestyle technology solutions.
FIG 4: SOURCE: ‘HOW DOES THE U.S. HISPANIC MARKET LOOK IN 2020?’, DR NADIA ASHRATAN, ELECTRONIC RETAILER MAGAZINE, 21 JAN 2010.
You will need to continue to be relevant to this audience and reach them where they are in order to gather information about their behaviour and purchasing expectations that clients will want. But how big is the market?
Dr. Nadia Ashrafian, CEO of Electronic Media Group, said that: “The U.S. Hispanic market ranks as the third largest “Latin American economy” behind Brazil and Mexico. According to U.S. Census data, there are more Hispanics living in the United States (50 million) than the entire population of Canada at 32.5 million. [They] are like a country within a country.
U.S. Hispanic purchasing power will surge to nearly $1 trillion by 2010–nearly three times the overall national rate over the past decade. In most categories, Hispanics spend more money than the general market. The top areas are groceries, telephone services, furniture, clothing, household products, ingestibles or “wellness” products, fitness products, as well as weight-loss products and automobiles.
Hispanic advertising by U.S. companies has grown 30 percent in 2009, compared with 8.6 percent for the general market. By mid-century, 25 percent or one out of every four people in the United States will be Hispanic and will represent 25 percent of the total population.”
So if 45% of Hispanics own a smartphone and you want to reach anywhere from 5-51% of them who are otherwise unreachable, and tap into nearly 5-51% of $1 trillion then you may just want to consider some kind of mobile feedback mechanism.
The same point could be made for Asian and Pacific Islanders, or anyone else who lives in a cell-phone only household. As we see response rates for email opens decline and market penetration for smartphones rising we see opportunities with smartphones in recruitment , engagement and data quality sharply increasing.
They wondered what motivated people to talk about their experiences with brands, products and services. Marketing and market research industries wondered how much clients would pay for the gathering, analysis, measurement and reporting of these conversations. Are unsolicited comments on social media a better indicator of intention to purchase or of brand loyalty? What impact would this ‘pulse checking’ information have on traditional methods of market research? What are the benefits of social media listening versus actively engaging a survey respondent for a digital ethnography, for example?
For example, Unilever employed Anderson Analytics software to “look for common themes throughout online posts and ... identify unique discussions that typically are likely to be dismissed by human analysts.”
People were commenting on forums about an ad which tastefully portrayed an older woman in a Unilever Dove commercial.
They found that of those who did express an opinion, 97% strongly supported elder people representing the Dove product, and less than 7% indicated concern in regard to the nudity. By analyzing the social media comments, they came to the conclusion that the Dove and the pro-age brand were being viewed by many as a champion for the cause of women over the age 50.
Other topics emerged alongside the expected discussion about “aging, beauty and the appropriateness of the TV commercial”, such as inter-generational issues, comments on American society and the world at large, and “intense contrast and comparison between the US and European media were also prevalent on the forum.”
Would these issues and themes have emerged using traditional survey methods that use predetermined options for respondents to select? Is eliciting structured data more valuable than finding patterns in freely contributed, unstructured feedback? These are the questions facing forward thinking market researchers today, and are causing some people to predict a re-emergence and renewed focus on qualitative (and other unstructured) research techniques.
These kinds of questions will continue to be discussed and shaped this year and with the increasing penetration of smartphones worldwide, and 100 million people accessing Facebook via their smartphones, social media is being amalgamated with discussions based around mobile marketing.
We have seen that the intimacy of mobile devices can offer a more genuine response about behaviours, expectations and motivations from participants.
Sean Conry, VP Techneos, just presented a paper at MRIA’s Netgain Conference in Toronto, Canada where organizers of the event for the first time included a focus on how mobile and social media work can together in market research.
The paper showcased results from a recent Mobile ethnography (a form of MCASI - Mobile Computer Assisted Self Interview for the uninitiated) completed in collaboration with Ipsos, dubbed ‘The Great British Weekend’. In the study respondents were asked to note what they were doing at least four times a day over the course of a long weekend. The idea was inspired by how people perform social media status updates using their mobile phone, and was readily accepted by respondents of widely varying demographic segments.
The mobile phones respondents used in the 'Great British Weekend' study offered GPS tracking (validated data which was then visually mapped), instantly uploaded photographs at various locations across the weekend (capturing their environment & company), and included emotional ratings to compare and analyze. The respondents’ willingness to share and high level of engagement offered some rich real time user experience research data which is being used by the client for targeted brand decisions. As an example of the willingness for people to share, a particular respondent answered "What are you doing now?" with "I'm at the funeral of one of the top hells angels".
Respondents were not only familiar with the social media style approach, but they experienced minimal participation barriers on their own device and keenly participated. As you can see from the feedback graph below, 100% said that they would participate again and 77% said that they would recommend the study to their friends.
If you’d like more information about this study, or you saw Sean present at NETGAIN, please get in touch or leave us a comment on this blog.
If you’d like more information about how social media is impacting marketing research you could register for this American Marketing Association webinar.
Techneos’ Vice President, Sean Conry and AJ Johnson, Vice President at Ipsos Open Thinking Exchange have won the Next Gen Market Research Disruptive Innovation Individual Award for their collaboration in the area of self-completion mobile digital ethnography.
Sean Conry and AJ Johnson utilized the Techneos SODA® solutions suite to combine quantitative and rich qualitative data collection across multiple mobile OS platforms via research Apps. They leveraged mobile data and GPS location capture with unstructured data such as photos to gain a deeper understanding of people’s moods, environments and decisions.
Their research enabled people to provide insights and share opinions when and where it was important to them and challenged current methodological views of the role that respondents can and should play in research. Their groundbreaking study also challenged assumptions of “typical” consumer segments, as well as which segments could be targeted using mobile methods.
For more information about the NGMR Disruptive Innovation Award, click here.
More people are opting for smartphones these days, with 28 percent of the U.S. mobile market snapping up the devices in the third quarter, according to Monday data from Nielsen.
The report attributed the growth to the popularity of Apple's iPhone, RIM's BlackBerry phones, and Android-based devices.
RIM and Apple are the top two operating systems in the U.S., with 30 percent and 28 percent of the market, respectively. Google's Android platform, while growing, sits at third place as the OS of choice for 19 percent of smartphone subscribers. However, in the last six months, Android devices were the most popular choice for those purchasing a new smartphone.
Globally, the U.S. smartphone penetration rate is similar to that in the U.K. However, more users have adopted the advanced devices in Spain and Italy, with 37 and 33 percent penetration, respectively, last quarter. Nielsen said the Symbian platform is the most popular OS in the European market.
See the original post:
Nielsen: 28 Percent of U.S. Wireless Users Have Smartphones
We came across this recent article by Robert Wenig, Founder & CTO of Tealeaf Customer Experience Management Solutions and thought you would enjoy reading it as it relates to usability issues that impact PDA surveys, Mobile CAPI and Mobile Panel apps. The link to the TeaLeaf blog is at the end of this blog post.
Perhaps my thinking was backwards.
When I first started thinking mobile, I had it in my head that the functionality of a mobile app would be a subset of the existing desktop-browser experience.
When you start thinking about the:
A. The itty-bitty twit screen
B. Lack of keyboard
C. Limited bandwidth
D. Limited OS and processor
E. Limited storage
And then the fragmented eco-system of iPhone, iPad, iPod, Android, Blackberry, Palm, Nokia, Windows Phone with different OS levels and the like — the “subset” mentality was easy to make. Who is going to build native apps — isn’t every device manufacturer just going to try and build a browser that approximated desktop agility?
Perhaps somebody put something in my Coke, but now I’m seeing things differently. Native apps on mobile devices change the game.
Mobile applications will be a superset of Web-based applications. Why/how?
Native mobile apps can use all of the functionality/features of the device:
2. GPS
3. Rich media
4. 2-way video
5. Gee — it’s a phone, so what about using the phone as part of the app?
6. Other sensors
Mobile Thinking: A Change of Heart
[We're] working with the Pivot technology to organize data collected via digital ethnography research. We're also exploring coding the photographic data so that brand exposure can be grouped by mood, environment, or any other datapoint [collected]. The results were presented at the CASRO conference in New York earlier this year. Other clients of ours have been doing more experimentation since the technology is so promising for market research and insights.
For more information see:
New Dynamic Data Tools for Market Research and Digital Ethnography
Pivot as IB content sharing platform/market research
ChangeWave Research, [had reported] on big gains for the iPhone in the smartphone market, in the wake of the iPhone 4's release. As that excitement has subsided, however, it appears that Android is continuing to make big gains among consumers. 
The company's most recent survey, concluded September 23, talked to 4,000 respondents. Of the ones planning on buying a smartphone in the next 90 days, 37 percent said they would favor an Android unit, up from 30 percent in June.
The iPhone, however, just squeaked into first place with 38 percent saying that Apple's device would be their choice--and that's down significantly from 50 percent in June. BlackBerry got a slight bump from 5 percent to 6 percent, while Windows Mobile lost ground from 2 percent to 1 percent, and Palm's webOS stayed even at a nice round 0 percent.
See the original post:
Survey shows Android gaining ground on iPhone
BSkyB, O2 and Pfizer are among the big-name companies shortlisted for this year’s Research Magazine Awards.
The trio have been nominated along with Capital One, Channel 4, Digital UK and Guardian News & Media for the inaugural Best In-House Team award, which recognises excellence in clientside research.
Best Innovation also makes its awards debut this year, replacing the prize for Best Research Breakthrough which had been awarded in previous years.
The companies shortlisted for the Best Innovation Award:
BrainJuicer for SatisTraction
Conquest for InfeXious
Face for RT02 (Real-Time 02)
Firefish for FishEye
Hall & Partners for Engager
Ipsos and Techneos for work in mobile ethnography
To learn more about Ipsos and Techneos, their work in mobile ethnography, please click here.
See the original post:
Shortlists revealed for Research Magazine Awards
Utilizing SODA, KBP added new mobile engagement features to their research repertoire making use of photo capture, two-way messaging, and alarms. Partnering with Techneos, KBP was equipped with a mobile survey solution deployed across BlackBerry devices for self-initiated one to two minute surveys over one and a half weeks.
Continue reading this news on the Techneos website.
Smartphones are rapidly gaining popularity in Brazil as recent price reductions have made these devices more accessible to people of all economic levels according to new research from The Nielsen Company. Sales of smartphones were up 128% in the first half of 2010 compared to the same period in 2009, and up 17% versus the first half of 2008, the period prior to the global recession. The volume of handsets sold also jumped 31%. Overall, smartphones make up about 10% of mobile phones owned in Brazil.
The average price of smartphones dropped 2% in the first six months of the year compared to the same period in 2009 and by 5% versus 2008.
See the original post:Smartphone Sales Soar in Brazil as Affordable Devices Reach More Consumers
In this post we have extracted some interesting facts about the behavior of iPhone users in the United States and Latin America.
The Latin market promises to break records this year in sales as the overall market in 2010 in Latin America is making a recovery in technology sales.
This is not only because of the change in the amount of sales, but also the characteristics of the products purchased. According to several studies, in 2010, sales of smartphones could reach a historic level in Latin America with approximately 11 million units-4 million more than in 2009.
See the original post:Mobile Trends: Smartphone Usage and Penetration in Latin America
Guess what are the three things people take when they leave home? - Wallet, keys and yes, mobile phones! Imagine browsing your Facebook account and accessing the news while on a bus on your way to work, or passing time playing games on your Ipad and checking the latest stock trends while waiting on an airport for a business trip? Sound all too familiar?
Gone are the days of paper surveys or email questionnaires where you often get poor response rates. With the advancement of mobile technology, market research surveys can be seamlessly integrated into mobile apps, making it more fun for consumers to respond than traditional methods. Mobile platforms such as Revelation Mobile, FocusForums’ Iphone App and Techneos’ Soda are just some of the mobile survey platforms available in the market.
According to Frank-Thomas Naether, the Managing Director of NMRC, “Mobile research is about ‘capturing the moment’. This is highly relevant when it comes to gaining insights into the decision making process of participants. There are many tools and methodologies available in the market, some of them are really interesting and fascinating, and offers many possibilities to researchers”, said Naether.
He added, “Mobile Internet devices will become more and more central in everyone's life. Everybody is online and communication is possible in both directions. Online tracking studies are an interesting possibility and GPS technology will offer additional valuable information on how, when and where people do what. Mobile Research is still in its infancy and the possibilities are endless”.
See the original post:
What's next for mobile market research?
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