US Insights

"Mobile first" like you mean it

Tiama Fowler

Product Marketing Director

Mobile 08.18.2016 / 20:15

Mobile cityscape

Researchers should use the effects of mobile to their advantage, not just adapt their methodology to suit

Most of us know that the mobile phone industry is on a pretty serious surge in personal use. In fact, think of one person you know who does not have a mobile phone. Coming up short? This is precisely the reason why all marketing researchers should focus strongly on mobile.

According to the Pew Research Center, nearly two-thirds of US adults own a mobile phone of some kind. The statistics show that the majority of mobile usage goes to text messaging and voice calls. This is understandable, but how much of mobile phone usage is being employed for internet or email use? Eighty-nine percent of mobile device users are on the internet at least once a week, and 88% are using email at the same rate. Think about what having this information could possibly do for your research techniques.

Key Numbers

  • 9% drop in incompletes seen in shorter surveys that are mobile-first

Pew also found that of US adults who own a mobile phone, 7% are “mobile-dependent,” meaning they do not have home broadband service and have limited options for going online other than by using their mobile device. With the inevitable and exponential growth of technology making mobile phones more streamlined, these numbers are sure to rise in the coming years. New generations are coming along who have never known a world without incredibly intelligent mobile devices, which could mean that desktops may one day become a thing of the past.

Smarter data collection

Now, we are able to be smarter about the data we are collecting and integrate insights with other survey data: survey data from syndicated studies, social media, and behavioral data. A lot of great things are happening in our industry, and we can now capture a holistic view of the consumer without asking (a lot of) questions. We need to use the effects of mobile to our advantage rather than just adapt our methods to evolving technologies.

Although an effort has been made to change surveys, large portions remain incompatible with mobile devices. Moreover, users prefer apps over browsers on their mobile. Survey-taking on mobile devices takes longer than on a PC. A 10- to 15-minute survey on a PC will take 37% longer on an Android device and 43% longer on an iPhone. iPad length of interview is similar to PC, only 6% longer.

As data becomes increasingly integrated, researchers are given more opportunities to boost engagement and shorten surveys. The world of “Big Data” has granted us access to numerous data sources that can be blended with quantitative research. The result is the chance to obtain more insights through fewer questions. This makes writing surveys for mobile users much easier because we can:

  1. Be less redundant with our questions
  2. Ask simpler questions
  3. Break surveys into clear component parts

By bringing in third-party data, we have the opportunity make surveys more enjoyable and engaging. This will help us sustain our most valuable assets: the consumers who provide their input. Lightspeed has partnered with several leading providers of marketing segmentation data to allow clients the opportunity to both target with and append third-party segments based on lifestyle, life stage, attitudes, behaviors and demographics. Increasingly, researchers are experimenting with leveraging third-party segmentations to provide the richness of profile that often used to be proprietarily developed. 

Source: Lightspeed

Editor's Notes

This article was first posted on the Lightspeed blog on August 16, 2016. Journalists, for inquiries or to speak with the author, contact us. Follow us @Kantar and sign up for our alerts.

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