As smartphone usage and mobile marketing have grown exponentially over the last year, the market research industry is keeping a close eye on the ball. Mobile has changed consumer behaviour, so we are faced with numerous new opportunities and challenges. More specifically, marketeers are in need of deeper insights into what mobile can offer. This is why we invite you to join our Research in the Mobile Mindset Smartees Webinar on Tuesday 12 March, a 1-hour online session which will teach you all about how market research can help with your mobile marketing challenge.
We’re in a constant stream of change. Being ahead of the digital game, Google is one of the first companies to acknowledge this. At the Marketing Insights Event (MIE) 2013, Joris Merks (Research Manager Google) took us on a journey of the mobile revolution – from the early days of the Internet with rattling routers to the current era of data here, there and everywhere.
2012 finally seems to be the year of mobile. Smartphone penetration booms, mobile marketing budgets grow exponentially, and online sources like Mashablereport that in the US alone, the app economy has created about half a million jobs in only 5 years’ time. In the slipstream of this, the market research industry has a close eye on the ball.
Today, a lot of people are connected on their smartphone to the web, to their friends, and basically to everything else. In some countries, it is rumoured that web access via smartphones will actually out-run web access via PCs. In addition, in a recent Mobile research report by InSites Consulting, we discovered that 40% of people use their smartphone while watching TV. That is a lot of eyeballs shifting away from PC and web, and a lot of attention given to a very small screen…
A couple of weeks ago, the MRMW conference took place in Amsterdam. A fine event, with many bright minds talking on how to use mobile as a method. I had the opportunity to present about mobile in MROC’s there too and tremendously enjoyed the discussions I had with many of the other delegates. What struck me however, is how almost all discussions were about the method of mobile, and only very little were about mobile as ‘content’. In other words, how can we in the market research industry help our clients really understand how to use this new era of connectedness in their daily marketing practices?
Today we published a new InSites Consulting research report among 800+ smartphone users. The full report gives insights into how they use their phones and tablets. It describes the openness for mobile marketing efforts by companies, with a deep-dive into the use of applications and the drivers of daily smartphone use.
The research findings are summarized in our Mobile Mindset Model which can guide marketing and research teams in the development and fine-tuning of a mobile strategy.
And the best part is… it has juicy numbers and you can use them entirely for free.