Although mobile research is sometimes considered the new kid on the research block, it has actually been available to researchers for a decade. In fact, the first SMS mobile survey was conducted by Ipsos twelve years ago. Despite this, development of the methodology has been very slow across the industry and even today mobile surveys account for less than 1.5 percent of global industry revenue. However, mobile research is ready to become a key tool in researchers’ (and thus marketers’) toolkits, with the industry predicting mobile surveys via SMS, mobile internet and mobile applications will be the biggest areas for potential growth this decade. So understanding the opportunities and developing the right techniques is the recipe for success.
Mobile devices are basically seen as a necessity these days and, like a dog without its bone, there’s almost nothing more depressing than seeing a modern human try to function without its phone. For marketers, these devices offer some very exciting creative possibilities, and MediaWorks has jumped on the ‘social TV’ bandwagon and released what it believes is a world-first smartphone app called Pluk that uses audio recognition technology to deliver content from the TV straight to the user’s phone.
When it comes to smartphone usage overseas, the tipping point appears to be approaching rapidly. And while New Zealand is slightly behind in the smartphone uptake stakes, Telecom and Saatchi & Saatchi are hoping to increase the numbers by tapping into the emotional appeal of the devices and promoting their ability to aid all kinds of communication with its latest brand ad, one of the first pieces of work new executive creative director Antonio Navas has his name attached to.