Getting in front of people is easy. Engagement is the key in a digital environment
There is no denying that smart phones and tablets are revolutionising many aspects of business practice across multiple industry and Government sectors. The marketing research industry is only strengthened by new and developing tools that enhance engagement and insight.
A report by the Australian Communications and Media Authority highlights:
- There are currently an estimated 8.7 million smart phone users in Australia
- Smartphone ownership nearly doubled from June 2011 to May 2012
- 9.2 million Australians went online via their mobile phone in the six months to May 2012, with 4.4 million accessing the internet using a tablet.
But, people aren’t necessarily using their phones to talk to other people. A recent McKinsey & Company report notes that people in the US only spend 20% of the time talking on mobile phones down from 60% just over five years ago. In a converged environment people are more inclined to use smartphones to engage with others online and to search for information.
Our analytics show that 25% of people visit Stable’s website using mobile devices with the Apple iPhone and Apple iPad topping the list.
So what does this mean for panel engagement?
It means that the private and Government sector need to engage market research firms that design surveys that acknowledge and complement changing consumer behaviour.
Consideration of issues like question length, answer lists, design, scale, scrolling, style, location based information, when to engage and survey length are all relevant when thinking about market research where engagement is via a mobile device.
Stable Research continues to work with businesses across a number of sectors who are embracing mobile market research as a relevant and engaging tool that supports their business and marketing plans.
Getting in front of people has never been easier, it’s getting them to engage in a relevant and meaningful way that continues to be the challenge. But, that’s where the skills provided by a professional market research company become even more relevant.
Give us a call on 1300 782 253 to find out how we can work with you to provide the insights you need.