10 Benefits of mobile market research

It is not possible to ignore the importance of the effects of mobile on people daily life. More than 48% of total web page views globally occurs on mobiles and the number of mobile internet usage is increasing.[+]

Smartphones and tablets give the opportunity for users to share information on the go. As Statista shows, mobile internet traffic in November 2018 excluding tablets is more than 48% and at the top of the list is Asia, with more than 61% and Africa with more than 57 %.

The global digital population shows more than 4.1 billion active internet users and 3.9 billion users are unique mobile internet users. Mobile apps also have their own space in people’s everyday activity. The statistics of March 2017 shows the most popular app markets, Google play, and App store has 2.8 and 2.2 million apps available respectively.[+]

With considering these trends in mobile usage, we cannot ignore the importance of using mobiles in collecting data for market research purpose. Besides that, the technology itself gives more power to doing research. Using technology can have a great effect on the speed and cost of the projects. With using the technology you can access a new way to do market research. Automation is possible. Here in this article, we will discuss the benefits of mobile market research.


10 Benefits of mobile market research



  1. Convenient
  2. Targeting
  3. Passive data
  4. Location base
  5. Cost
  6. Real-time insight
  7. Media
  8. Fast data collection
  9. Personal
  10. Accurate



Convenient

Consumers get lots of information and they don’t like to spend time filling out a questionnaire. When they use their cellphone they are in a convenient mode and they probably have time to spend on their phone. So they will not be interrupted by someone to fill out a questionnaire. They can answer the questions whenever they want and wherever they want.

Targeting

With the growth of marketing techniques, today companies are looking for niche markets and they need to find specific consumers with specific characteristics and that is not easy to do with pen and paper market research. With the options that digital world gives us, we can use these data to target the consumers and ask the right question from the right person. Without the power of digital, it is very difficult to access specific targets.

Passive data

Using mobile phones give this option to use the location of users in market research and target the consumers base on location very fast. You can understand their opinion at the moment and in the location that you need and decision making is occurring. You can also use local surveys easily.

The passive data that exists, market research can be done in a comprehensive way, it can be used in targeting and also as a new variable to have more analysis on the data. The combination of passive data and the data collected by Questionnaire, we can learn more about consumer behavior.


Location base

Using mobile phones give this option to use the location of users in market research and target the consumers base on location very fast. You can understand their opinion at the moment and in the location that you need and decision making is occurring. So you will get in the moment answers and real-time access to the consumers. You can also use local surveys easily.


Cost

As there is no data entry and no questioner the cost will be omitted, also the speed will increase and the bias is less because the questioner does not Bias the responses.


Real-time insight

As technology is involved you can have automation in the process and use algorithms and techniques to clean and manipulate data and get instant insights without spending too much time.


Media

Mobile phones give this option to have rich media beside the questionnaire and data. Consumers can add a photo or video of a product they use and this gives both the validity of the data and you will have more data to analyze.


Fast data collection

As mobile and smartphones are being used by people 7/24 and whenever you want you can reach consumers because people check their phones instantly compared to the web. As the data collection is automated and does not need time, so you can have access to your data almost real-time.


Personal

Smartphones are personal gadgets and because of that, you have access to the right person. So the chance to answer a questionnaire by someone else is less.


Accurate

There would be no bias of interviewer and the data entry error will be omitted. AI algorithms and fraud detection algorithms will remove not valid data and it will increase the accuracy of the data.

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