Mobile is increasingly important in Market Research. There is a very interesting article that pulled together some key facts on global mobile usage in March 2014. And from Spain Market Research we want to give you a small overview:
- Mobile Penetration Levels: The average level of mobile device ownership in 21 countries across the globe was 87% (2012). Of the 21 countries measured, an average of only 21% of the population (or 26% of cellphone owners) used the device to access the internet. The average penetration level of mobile broadband in developed countries is currently estimated at 75% for 2013, in developing countries at 20%.
- Growth rates: Overall growth in mobile usage is currently still strong but flattening off, as saturation levels are reached. Mobile broadband subscriptions, however, are still growing extremely rapidly.
- Mobile in the Developing World: The “developing world” is following a mobile-first trajectory. The laptop/desktop phase is likely to be skipped. Many innovations in mobile – multi-SIM cards, low value rechargers, mobile payments – have originated in poorer countries.
- Mobile: Positively Disruptive: Mobile is transforming key industries, enabling efficiencies, cost-savings and multiple stakeholder benefits in both the developing and developed world: M-health, developing world agriculture, M-finance, retail.
- Mobile: a playful medium: 1 billion of the total global 2 billion gamers are on mobile devices. The implications for research are clear: introducing a fun aspect into any form of survey will help enhance engagement, the length of time a participant will willingly dedicate to your “knowledge needs”. Gamification and mobile are natural bedfellows.
- “Shopping” on the mobile: looking for products to buy/ actually buying is a lower-order priority after socialising, playing, relaxing – at least in the US.
- Mobiles accompany us everywhere…. – including the bathroom! 75% of Britons and North Americans stated they used their mobiles whilst in the bathroom (the toilet, actually)
- In-home Usage of Mobile: Home is often the most Common Place of Use
- The rise of Mobile-only Households is increasing: An increasing number of households are mobile-only. Telephone research (CATI) that wishes to ensure a representative sample of the General Population increasingly needs to build in an ever higher percentage of mobile respondents into the Survey Design.
- Usage of smartphones amongst the 50+ Generation is still relatively limited: The 18-29 year age cohort shows strong engagement with smartphones across many of the 21 countries examined, whilst the 50 + age group shows shower consistently lower adoption levels.
If you’re interested in the full article from Edward Appleton, please click here: http://researchandreflect.blogspot.com.es/2014/03/mobile-market-research-10-key-facts-for.html
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