Mobile technology and mobile research – the ideal combination
Jon Davies, GfK NOP Media, says mobile and research make a perfect partnership: “The technology’s centrality in so many people’s lives makes it an ideal and as yet, relatively under-used method of collecting research data”…
Mobile Phone Development
It seems that the computing power of the mobile phone increases almost daily and that new and better technology is released virtually every week.
The most recent touch screen technology to enter into the competitive “iphone” market is the new HTC smartphone, competing with Apple’s product on its impressive 1GHz processor.
The technology’s centrality in so many people’s lives makes it an ideal and as yet, relatively under-used method of collecting research data.
A recent survey conducted by GfK on the ‘Future of Media’ confirms this trend of people increasingly going beyond just traditional phoning and text functionality to use more and more of the other functions. Aside from taking photos, main activities are browsing the internet (55%), emailing (50%) and social networking (42%).
However, a relatively small number of consumers buy into the possibilities that are not as developed – with only 11% anticipating streaming TV through their phones within the next 5 years.
Mobiles Technology for Research
GfK Media has already road-tested mobile technology in the course of a survey for a major broadcaster. As with internet surveying, the results were immediate and easily tabulated, and respondents were able to complete the survey more readily, being unconstrained by the need for computer access.
Given the fast developments already mentioned, the scope and sophistication of this as a survey option will likewise increase.
The Importance of Developing Mobile Research
Reasons for making mobile research a more common practise are legion. Beyond the convenience of the method for respondents, if researchers can deliver engaging mobile surveys, valuable ground is likely to be made in reaching the difficult 16-24 age group.
But one of the biggest areas where mobile surveying is set to make a difference is in countries where there is less broadband internet development.
There are many places around the world where there is a good wireless phone connection but the infrastructure for a fast internet service is not yet in place, for example South Africa.
Panel Services Africa have made headway in developing the new technology necessary to deliver a service based around mobile technology and given the convenience, it must be a matter of time before this sort of methodology becomes more prevalent in other such markets.