Marketers must adapt quickly or risk losing touch with their consumers. Over half of the global population is now using a smartphone and that is predicted to rise to over 70% by 2021. At the same time, fixed broadband Internet subscriptions are flatlining. As a result, we will see online research being replaced by mobile research as the face of digital changes:
- From 2015 to 2021 smartphone subscriptions will increase by 3 billion – and mobile Internet will reach 8 billion users
- During the same period, the Middle East and Africa will see 4x growth in mobile broadband subscriptions
- In emerging territories, including Asia, PC/mobile convergence has already been achieved - meaning that consumers have now switched to a mobile first method of connecting to the Internet
As a result, researchers need to be mobile first too. This means we have to be device agnostic – but what exactly
does this mean? Simply stated, device agnostic surveys are designed to allow respondents to complete them on their device of choice: from the smallest smartphone through tablets, PCs, smart TVs and gaming consoles. Migrating to device agnostic is not just about using a new technical platform, it actually requires a new way of thinking about research.
Device agnostic is forcing us to develop shorter, sharper, more refined questionnaires which will ultimately improve
the quality of consumer insights.