Move Over Desktop, It’s Time For Mobile to Shine
As little as 5 years ago, using your mobile phone as a primary search engine to conduct banking transactions, book an entire vacation, or to order groceries, was something we chose if we didn’t have access to a desktop or laptop computer. When desktop was the most popular platform, this ultimately made sense. Nowadays it’s not – and it’s time for brands and services to stop treating it like a secondary option and start connecting with their customers while they’re on the go!
Did you know that over 55% of all internet engagement come from mobile devices? With over half of all internet traffic coming from mobiles, therein lies an opportunity for brands to connect with an active consumer base anywhere in the world.
The advertising industry have tapped into mobile seamlessly, with predictions showing ad spending on mobile will rise to $65.49 billion by 2019*. But how can brands and services use this platform to connect with their customers on a personal level and find out their opinions to make data-driven decisions?
Yes, there is the obvious tactic of utilizing social media platforms like Facebook, Twitter, LinkedIn and Instagram to post content and gather thoughts about a new product launch. Yes, you could resort to integrating pop-up ads and videos on popular music platforms or e-commerce sites like Spotify or Amazon. But these obvious choices provide limited pools of respondents and very specific audiences. In addition, these approaches don’t ask the consumers what their opinion is but rather tell them what to think and buy. It’s not organic and almost too deliberate to gather real thoughts.
A solution? Surveys on mobile phones.
According to a report “surveys appeal to customers’ desire to be coddled, reinforcing positive feelings they may already have about the surveying organization and making them more likely to buy its products.”* So why are companies still spending upwards of over $18 billion on telephone polls, online desktop and paper questionnaires according to the Council of American Survey Research Organizations. Why hasn’t it been done efficiently on mobile yet?
Market research companies will benefit from asking mobile users their opinions on a range of topics and tapping into a pool of consumers that differ in age, gender, location and even income. The days of lengthy online surveys are numbered. No one wants to sit on their laptop and fill out form after form. However, consumers will engage with surveys if they’re commuting, winding down after a hard day and of course when they are incentivized to do so.
Take the success of the new mobile survey platform Billaway have created as a good example. Billaway connects market research companies with hundreds of thousands of mobile users who want to share their opinion, incentivizing consumers to participate in exchange for free airtime (talk/ text/ data) for their device. Billaway recently surveyed a number of consumers in emerging markets across the world to which 78% of respondents expressed that they would willingly participate in lifestyle, financial, political and health based surveys if they received a reward. Enabling market research companies to access hundreds of thousands of respondents works as a benefit to both themselves and the clients they are doing research for. Better yet the platform is specifically designed to be simple for the consumer. How? Because it’s accessible on their mobile phone!
In addition to the fresh and large respondent pools, new platforms like Billaway’s have improved the user experience, making it smoother for the survey taker which ultimately increases completion rates.
If banking can be done safely, dating apps can connect strangers and home security can monitored for the other side of the world all on mobile – it’s time for brands and services to tap into consumer insights where people are actually active and putting their hand up to get involved.