Chasing Generation Y? Get them on the (mobile) phone!
Given researchers’ LOVE of statistics, here are a few interesting ones:
9 : Average number of calls (incoming/outgoing) in a 48 hour period1
27 : Average number of texts (sent /received) in a 48 hour period1
3.7 : Number of apps used on a weekly basis1
50 : Per centage of households led by 18 to 34 year olds, who have a cellphone and no landline 2
Cell phones, namely smartphones are here to stay. They are ingrained in our culture, and are a staple for most 18 to 34 year olds – a demographic notoriously difficult to reach through web panels and telephone surveys.
As marketing analysts, we are always on the hunt for ways to reach out to this elusive demographic – one such technique is through mobile surveys. Prior to offering a service to our clients, Ad hoc Research tends to do extensive in-house testing. Here’s a quick overview of our experiences with mobile survey apps:
What we loved…
- The ability to upload pictures, video, and audio – an excellent tool for shopalongs, diaries, focus group homework... the possibilities are endless!
- Bar code scanning– great for tracking consumption patterns. Warning: this is only useful if you have a list of bar codes to compare against (we learnt that one the hard way).
- GPS tracking– interesting for tracking movement, and coordinating across large areas.
What we loved less…
- Response rate – convenience can be a doubleedged sword with a survey so easily accessible; people would put off completing the survey (even our own employees!)
- Programmability – with any new type of technology or software comes a learning curve but our trusty programmer powered through and was able, in the end, to program the survey perfectly.
2. Statistics Canada, 2011