Marketing Research in the Mobile World

Mobile ResearchMarketing and Market Research experts agree that mobile technologies are a key growth driver throughout the world.  Mobile devices, particularly smartphones, make up a large percentage of mobile phones owned all over the world. Mobile phones have seen an upward growth even in low-income, or bottom of the pyramid, and emerging markets, which suggests that mobile devices are no longer perceived as luxury items, but as a necessity.  Nowadays, it is not uncommon to see everyone on the street, from businessmen to taxi drivers, using feature phones.  It has constantly demonstrated its ability to connect several people at the same time.

While most of the populations in these areas still own phones which only offer basic functionality such as text messaging and calling, smart phones and 3G-enabled phones are becoming popular among these markets. Since 2008, smartphones offering basic internet browsing have generated significant consumer interest all over the world, in a steady upwards climb.

Consequently, mobile evolution is of importance not just for the consumers, but for those conducting marketing research. In fact, mobile marketing researchers have predicted that mobile devices will become indispensable tools in data collection because phones nowadays are carried everywhere, anywhere, all the time.

The rise of the mobile industry is on the horizon, and as more and more people are adapting to mobile technology, mobile marketing research must also take advantage of these new technologies and how they can be used to generate more detailed information.  More than studying the impact of the rapidly developing mobile phone technology, mobile marketing research must also anticipate issues of privacy when it comes to data collection.  It is necessary to study how people are using their devices, and how researchers may interact with the population through it.  Researchers can now conduct studies and other forms of testing utilizing the different capabilities that the mobile device puts into the table.   Improving the mobile experience must follow to ensure success in terms of participation rates and accuracy of data.

Through mobile marketing research, researchers can ask questions during the point of sale, exactly when it happens.  Mobile marketing research brings businesses closer to consumers than ever before.  With the additional capabilities and features of mobile devices are currently evolving into, data collection becomes more and more detailed and enhanced.  Photos, audio, and videos may now be included in any study or research performed and that the intelligence gleaned from the data collected is instantaneous which makes it more accurate and precise. Information can now be derived to measure market share, purchase frequency, consumer behavior and preferences in the moment, and unbiased for any product or marketing process.

Mobile has certainly added much value in the marketing research practice therefore we should always keep track on the different ways how we can benefit from the evolution of the mobility industry.

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