Smartphone Market Research

The smartphone, a mobile phone with better connectivity and more sophisticated computing capability than ordinary mobile phones, entered the consumer market in the late 1990s, but only gained mainstream acceptance with the introduction of the Blackberry by RIM in 2006. Apple Inc. joined the smartphone market in 2007 with the first model of the iPhone, and Samsung followed in June 2008 with the Instinct.

In addition to the smartphone, the modern consumer has access to other devices, the most popular of which is the tablet computer, introduced in 2010. Consumers and business owners are using mobile devices in new ways every day around the world. This new technology has made it possible for everybody to connect and relate to what is happening at any given moment.

Rozwój smartfonów i urządzeń mobilnych

W Stanach Zjednoczonych ludzie spędzają znacznie więcej czasu na urządzeniach mobilnych niż na komputerach stacjonarnych. Jednym z czynników napędzających wzrost czasu spędzanego na urządzeniach mobilnych są sieci społecznościowe dostępne wyłącznie na urządzeniach mobilnych, na przykład Snapchat, którego popularność szybko rośnie. Wnioski są jasne – jeśli firmy nie dostarczają odpowiedniego doświadczenia mobilnego lub jeśli nie są w stanie dotrzeć do odbiorców za pośrednictwem wyświetlacza mobilnego lub wyszukiwania, przegrają w porównaniu z firmami, które to robią.

Smartphones continue to increase, and their evolving use, along with that of other mobile devices, is resulting in new consumer expectations and behavior when it comes to the purchase of goods and services and the consumption of information. Retailers are adjusting to shopping research on tablets and smartphones and in-store mobile usage while organizing their websites to make the most of the mobile consumer and commerce experience.

Praktyczne zastosowania smartfonów i urządzeń mobilnych w przemyśle produktów i usług

Użytkownicy smartfonów i urządzeń mogą przeglądać Internet i pozostawać w kontakcie nawet poza zasięgiem sieci WiFi. Mogą również utrzymywać użytkowników w kontakcie z mediami społecznościowymi, umożliwiając im zamieszczanie komentarzy i zdjęć o każdej porze dnia i nocy, niezależnie od ich lokalizacji. Ponadto pozwalają użytkownikom słuchać muzyki. Mogą odczytywać pliki mp3, co czyni je udanymi przenośnymi odtwarzaczami muzyki.

People also reach for their smartphones and tablets when they want to book travel, watch videos, and access local information (such as the rating of that new restaurant, and its exact location). They also use their devices to perform Google searches and to read news and entertainment gossip. They prefer the smartphone for some activities, such as local searches, and the tablet for others, such as watching movies.

Znaczenie projektu

The mobile web has grown astronomically with the increase in mobile devices. The number of people using their tablets and smartphones to search the web has long exceeded the number using their desktops for that same purpose. Businesses should, therefore, optimize their websites for all devices: tablet and smartphones users in search of a product or service (as in our earlier restaurant example) choose in only a few seconds whether or not to patronize an organization based on if their mobile website is easy to use – or not.

The swift growth in usage and importance of mobile devices is not just an American phenomenon. Mobile device usage has grown drastically worldwide. People spend most of their time using different apps on their mobile devices. Increased app use has led to some concerns, for example, entry barriers for new, regional products, as well as less need for text messaging, dulling the effect of SMS marketing.

How Market Research Can Be Useful

Mobile devices give people the freedom to roam everywhere, opening up new and exciting possibilities for business. Mobile market research is still an emerging trend and one that companies should adopt for several reasons, including the fact that it is convenient and straightforward, and it eliminates the middleman. Also, it is the best (and sometimes the only) way to reach participants.