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Man vs. MR’s Goldmine, Mobile: The Medium is the Message

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by Ben Leet, Sales Director, uSamp

I recently attended the Esomar 3D conference in Amsterdam and, unsurprisingly, much of the content focused on emerging technologies and techniques such as social media monitoring and of course, mobile devices. The content was wide-ranging, diverse, and thought provoking. I came away with one very clear message – the MR industry was about to experience imminent upheaval.

My philosophy behind this is very simple – there will come a point in the near future where our mobile devices (note: they are not just phones any more!) know more about our habits than we do, as they morph into our brain’s external hard drive. Since market research is all about delving into people’s brains, it seems only fitting to delve into mobile devices in order to more accurate access this data that we crave as an industry.

My phone already knows a lot about me; it knows which flights I have taken in the last year; it knows which shops I have recently visited; it knows where I ate dinner last night. And most of all, it knows my Facebook profile and my Twitter handle; hundreds of valuable nuggets of information, a goldmine of data waiting to tell a story about me, my friends, family, likes, dislikes, media consumption, the list goes on. And this is the tip of the iceberg when I think about how much more intelligent and familiar it will become in just a few short years.

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Retailers, Meet Man’s New Best Friend, Mobile [INFOGRAPHIC]

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Men Are Bigger Mobile Shoppers Than Women

As the iPhone 5 enters the marketplace, uSamp decided to look at the mobile shopping habits of 1,100 men and woman, ages 18 – 75. The survey was conducted using uSamp Mobile, a platform that blends uSamp’s mobile survey technology with their targeted audience to gain consumer and business insights.

It turns out that men and woman practice much of their mobile shopping while they are out and about. According to the results, 12% of woman find themselves shopping on their mobile devices while in the waiting room at the doctor’s office. On the other hand, 25% of men most frequently shop on mobile while at the office.

The survey found that men are more likely than woman to purchase items over their mobile devices. What items are they buying?

  • 27% of males purchase consumer electronics on mobile vs. 8% of females
  • 23% of males purchase movie and event tickets on mobile vs. 11% of females
  • 30% of males purchase digital content on mobile vs. 20% of females
  • 13% of males purchase food and drinks on mobile vs. 8% of females
  • 8% of males purchase office supplies on mobile vs. 4% of females

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Written by lsozio

September 12th, 2012 at 2:56 am

Why Consumer is King: Moving with our Mobile Market

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by Ben Leet, Sales Director, uSamp

Texting on the Tube

Texting on the Tube (Photo credit: Annie Mole)

It is the summer of 2012.  As I sit on a busy train during my morning commute, fellow passengers are glued to their mobile devices – almost all smartphones. Most people are not talking on these phones. They are pinching and scrolling, browsing and thumbing. They are streaming information as fast as it’s released- a visual sign of the future of human behaviour. In fact, scrap “future” – it’s here, right now, and is only expected to proliferate. So I wonder why we continue to question whether our industry should adopt mobile research as a core methodology?

English: Forecasts for mobile and desktop Inte...

English: Forecasts for mobile and desktop Internet, original data from Morgan Stanley report on mobile Internet (Photo credit: Wikipedia)

Morgan Stanley predicts that the number of searches done on mobile handsets will overtake those done by PC in the next year. Others posture that the mobile internet will overtake desktop internet usage within three years. Alarming though this sounds, it’s a real environment for the consumer – they, we, have the internet in our pockets 7 days a week and 24 hours a day. Why would we open up a PC or notebook to do our browsing, surfing, buying, networking, organising when we can do it with just a few clicks without moving from our chairs?

So what does this all mean for the MR industry?

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Written by lsozio

September 5th, 2012 at 2:21 pm