why and how smartphones will change mr data collection
Post on 19-Jun-2015
1.499 Views
Preview:
DESCRIPTION
TRANSCRIPT
Smartphone Market
Trends that will influence how we collect Market Research /
survey data in the next decade
Smartphones to overake basic phones in 2011
• Projecting Nielsen data out through 2010, we see smartphones crossing 50% of the market by the middle of 2011, roughly equal to 150 million users.
• Smartphones are no more restricted to the ‘elites’
2
And it would overtake PC in 2012
3
The Question of ‘Representativeness’
• Current statistics show that the age groups 18 to 34 have more representation while age groups 55+ have less representation in smartphone user base; low income groups (<50K) are less represented while high income groups (>100K) are more represented. However the distance from representativeness are shrinking as the base is growing.
• Smartphones users are actually more diverse than regular phone users
4
Smartphone user demographics
Source: AdMob-Mobile-Metrics-Jan-10.pdf
Key Demographics of iPhone users in the US
More about Smartphone users
6
App download behavior across smart devices
Average number of apps (Oct 2010) Feature phone: 10 Smartphone: 22
BlackBerry: 10 iPhone:37 Android: 22 Palm: 14 Windows Mobile: 13
Market share battle
• Apple and Android are winners while Blackberry, Microsoft and Palm are losers of market share
Desired smartphone platforms
• Desire and loyalty is high for Apple and Android
What are the key trends to watch?
• Media consumption, internet consumption is shifting to smartphones and smartdevices (ipodtouch, ipad)
• App culture is strongly catching up – Refer Nielsen’s article: U.S. Teen Mobile Report: Calling
Yesterday, Texting Today, Using Apps Tomorrow
• iPhone, ipodtouch users are spending an average of 80 -100 mins per day on the apps
• There will be 150m smartphone users in USA in 2011, and growing. Including the smart devices like ipodtouch, ipad, this will be even higher.
• iPhone, Android and Blackberry will be the three major players in smartphone market, with about 75% - 80% combined market share
10
What will this mean to MR industry?
• It’s a wake-up call to take note of this strong media and trend to collect market research / survey data
• Smartphones will become a major medium/mode of data collection, starting from 2011
• App based survey platforms will get prominence
• This will become a more appropriate way to reach more appropriate people: Especially youth, traveling businessmen, shopping housewives
• Concerns on ‘representativeness’ will be soon gone
11
Source: GlobalPark Annual MR Software survey 2009
Viability & Benefits of Mobile surveys
• Two third of large Mobile research companies already consider mobile research as Viable / Increasingly viable.
• Only less than 10% of MR companies consider mobile surveys as unlikely to achieve wide spread viability
Reach more appropriate people in more appropriate ways.
iPinion provides on-the-go survey capabilities for today’s world.
USA : +1 614 410 5356 UK : +44 19 22 666 478 India : +91 44 4229 0000 Email : contactus@ipinionrewards.com
iPinion
Thank You!
top related