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Mobile Usage To Provide Marketers With Insights
Published Aug 28, 2012
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Mobile has fast become the most available channel for communication, information and entertainment, according to Finn Raben, Director General of ESOMAR, the world association for market, social and opinion researchers.
He said that figures reveal that global mobile subscriptions rose to six billion at the end of 2011 and are expected to cross the eight billion mark by the end of 2016.
“Mobile has truly become a global phenomenon and looks to be the de facto standard model as the rise of the smart phone and mobile internet usage becomes an everyday commodity.”
Raben suggested that behavioural insights around device definition and usage are crucial for marketers who want to take advantage of mobile to the fullest.
“The fact is that ‘mobile’ can now encompass not only phones, but tablets, net books, laptops and even multi-media players and thus the marketing opportunities have become exponentially greater.”
Steve Hamilton-Clark, CEO of TNS MENA, the world’s largest custom market research organisation agreed saying that smartphones greatly enhance mobiles’ influence over consumer interaction with brands, and particularly over their purchase decisions.
“The mobile age is a worldwide phenomenon. Although different regions have their own patterns of mobile behaviour, stages of mobile development and preferences for handsets and operating systems, the central role of a device in people’s lifestyles is absolutely universal.”
Hamilton-Clark cited the annual Mobile Life study carried out by TNS which explores mobile usage among 48,000 people in 58 countries.
The study confirms that a mobile strategy is a requirement for any brand, and that a proper understanding of consumers’ relationship with their phones is essential if advertisers are to master the world’s most ubiquitous communications platform.
Raben said that research suggests the number of mobile telephone devices stand at 4.2 billion worldwide, far exceeding the number of fixed line internet subscriptions which currently accounts for 1.9 billion users.
He shared that the real value of marketing research lies increasingly in the effective analysis and interpretation of data to build information and knowledge that can be used to predict, future events, actions or behaviours.
Raben advised that in this context it is crucial for marketers to adapt to the mobile model and to enable consumers to interact with a product or service in a more convenient manner.
He also acknowledged that for research, mobile devices provide the single largest opportunity to reach out to consumers and obtain feedback efficiently.
“New technologies, methodologies and even new target groups which were previously unreachable are now possible. This opens up a world of new opportunities for both commercial and social interests.
“As mobile technology transforms consumers’ lives, the research industry must continue to change with it in order to remain at the leading edge of providing fast and accurate market, social and opinion research,” Raben concluded.
About ESOMAR
ESOMAR is the essential organisation for encouraging, advancing and elevating market research worldwide.
Since 1948 ESOMAR’s aim has been to promote the value of market and opinion research in effective decision-making.
ESOMAR facilitates an on-going dialogue with its 4,900 members, in over 130 countries, through the promotion of a comprehensive programme of industry specific and thematic conferences, publications and best practice guidelines. ESOMAR also provides ethical guidance and actively promotes self-regulation in partnership with a number of associations across the globe.
About TNS MENA
TNS operates across a vast network of over 80 countries and is one of the leading global custom marketing research organisations. TNS MENA was established in 1980 to cater to the growing markets of the Middle East.
Today TNS MENA is one of the largest full-service marketing research agency in the MENA region, with 140+ research consultants delivering accurate business insight and counsel to its 200 plus clients. In the MENA region TNS focuses on creating valuable market research in leading sectors including FMCG, Technology, Finance, Media, Healthcare, Automotive. Every year TNS MENA conducts over 900,000 quantitative interviews and 3,500 qualitative conversations.
TNS MENA has pioneered Consumer understanding studies in regional markets with studies such as Arab as a Consumer (ARAC), Brands, Islam and the New Muslim Consumer (led by Ogilvy), Digital Life and Mobile Life. The Arab as a Consumer study is a syndicated study organised by TNS MENA since 1987. Apart from ARAC, TNS has also conducted Shabab Tek, a youth study that offers unique insights into the GCC youth markets. TNS is now conducting Iraqi As A Consumer 2012 (IRAC), Corporate Reputation Program (UAE and KSA) and MarketSensus (large scale demographic study) in KSA and UAE.
Posted by
VMD - [Virtual Marketing Department]
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