Device Agnostic: Why You Need to Transform Now
Device agnostic is no longer the future of online research. It’s happening now.
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.