Mobile Market Research Doubled from 2011 to 2012

People using smartphones and tablets to fill in online surveys has more doubled than over the last year, according to device tracking from eDigitalResearch. Between July 2011 and 2012, the number of people completing eDigitalResearch studies on mobile has gone from 4.2 per cent to 9.2 per cent.

In a separate survey deployed by the company to try and understand changing consumer habits, 72 per cent of those who had completed a survey on mobile said it was more convenient. But 15 per cent of respondents struggled to complete research that relied on their device supporting third party software, such as iOS handsets that are incompatible with Flash Player.

“Through our device detection technology, we were already seeing a growing number of people accessing our surveys from their mobile devices and decided to take a deeper look at the preferences and expectations of mobile respondents,” said Derek Eccleston, head of research at eDigitalResearch. “Our research found that, like mobile shoppers, mobile respondents rate functionality over layout and design, and prefer pages that load quickly rather than look appealing. Deeper analysis of the results show that, like a retailer’s mCommerce strategy, researchers need to ensure that customer insight programmes are available and suitably optimised through a variety of channels to allow respondents to complete surveys when and where they want to, including out of the home and on their mobile”.