Mobile is the name of the game

by Richard Broughton – 26th July 2012

Many propositions and services are driving people to spend more time on their mobiles and this even includes gaming. Research shown to Marketing Week shows that mobile is the fastest-growing platform for gaming, growing ahead of consoles or online games.

Outside of gaming, marketers are increasingly using mobiles to research their potential target groups. In fact, 43% of them are looking for someone to help them with mobile surveys, according to Research Now, which spoke to people in the US, Canada, UK and Australia.

Using a mobile phone to provide instant feedback can be really useful for marketers – if people are actually about to eat their new dessert product, clean with the latest disinfectant or get in their brand of car to pick the kids up from school – then there should be no worries about people forgetting what they have actually done when they fill in a survey later.

Believe it or not, people are happy to take photos of their pets, snacks and cars, says Research Now’s survey – and 83% of the people on Research Now’s research panel say they are happy to do surveys while they are out shopping, via their phones.

This is good news for marketers – although some brands will be playing catch up to get their sites mobile-friendly and smartphone happy.