Connect. Engage. Now.
Mobile is the most important technology for research since the internet. Even the simplest cell phone provides voice and text connections often with the ability to send and receive photos. Modern smartphones—now carried by more than 1/3 of the US population and growing like wildfire—add email and internet access, plus video, location, and near-field-communications (NFC) for payment and other short-range connections on the horizon.
Mobile is almost the only reliable way to reach important segments. Outside the most developed countries, mobile may be the only widely available communications tool. Young adults in the developed world usually have other internet connections, but are often more reachable via text or email on their cell phones. Smartphones are quite frequently the primary means of online access for the increasingly important US Latino market. And if you need voice contact, about 1/3 of the US population has no landline connection, and almost the same number have landlines but seldom use them.
But thinking of mobile as important only for a few market segments is no longer enough. We’ve seen an increasing number of all online survey-takers using mobile devices as have other researchers. Mobile is the always-on, ever present communication gateway that an increasing number of consumers use for talking, texting, finding information, shopping, and socializing. It is their first choice now, not an “extra.”
Mobile gives us the opportunity to communicate with your audience wherever they are, whenever works for them. It produces a richer communications experience often at the point of purchase, or in the moment, with visuals and even two-way video calling possible. That’s why we call mobile the most important innovation in research since the internet itself.
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