Mobile market research news

Mobile market research news

Join the conversation...

As mobile grows increasingly impactful for consumers and advertisers, marketers need to understand what drives mobile ad effectiveness in the micro-moments of user engagement. Based on in-depth research, Ian Gibbs of On Device Research gives four key considerations for marketers when addressing the role of mobile and mobile creative in the path to purchase.

On Device Research has today announced Collective UK and its client BP as winners of the inaugural Mobile Brand Effectiveness Award: a quarterly ranking of mobile ads tested by ODR that have been most successful at shifting five key brand metrics.

BP and the programmatic brand experts Collective topped the rankings in the final three months of 2016 with a playful smartphone video ad which highlighted the efficiency of its newly launched Ultimate anti-dirt fuel.

Newly released preliminary data by On Device Research reveals that mobile is significantly outperforming desktop when it comes to brand building online.

There are early signals from On Device Research’s cross-platform measurement database that mobile is the key driver of brand effectiveness in cross platform campaigns. An average of five campaigns tested has shown mobile to drive brand metric improvements that are between 3% to 5% points higher than desktop throughout the branding funnel: from awareness right the way through to purchase intent.

The mobile path-to-purchase in Saudi Arabia

Tuesday December 6, 2016 @ 10:52

It is estimated that by the end of 2016, 70.5% of the Saudi Arabian population will own a smartphone, equating to nearly 20 million people in total. Mobile has not only changed the way consumers behave both online and offline; but it has changed how brands connect with consumers, and in an increasingly fragmented media environment has thrown up a whole host of new and exciting planning implications.

Emerging markets and multi-country survey company On Device Research has increased its mobile survey guidelines to 50 questions; new question types, improved device and network connectivity speeds and increased consumer acceptance have allowed more questions to fit into On Device Research’s 20 minutes mobile survey recommendation.

Data released today by the mobile ad effectiveness specialists On Device Research provides proof that campaigns which pack an emotional punch deliver an uplift in purchase intent over four times greater than those which do not. Newly unearthed insight from On Device’s database of 170 mobile ad effectiveness studies also shows that the use of emotion has a brand multiplier effect throughout the branding funnel: from brand awareness, through to consideration and purchase intent.

Can Mobile Intentions Predict In-Store Behaviours?

Tuesday October 11, 2016 @ 9:53

By Matthew Dodd, Managing Director, On Device Research

For decades, marketing managers have routinely used purchase intention as a proxy for predicting sales. This notion is a cornerstone of many theoretical models of consumer behaviour. For example, Fishbein and Ajzen (1975) wrote, "…if one wants to know whether or not an individual will perform a given behaviour, the simplest and probably most efficient thing one can do is to ask the individual whether he intends to perform that behaviour."

What Mobile Formats Work Best for Millennials?

Wednesday August 17, 2016 @ 7:42

By Matthew Dodd, MD Global Media Effectiveness, On Device Research

  • How can mobile advertising help to nudge this all-important but difficult to influence demographic to buy?
  • What mobile format works best in driving the millennial along the consideration funnel?
  • How best to arrest the younger millennial’s attention whilst on their most loved digital gadget, the smartphone?

By Matthew Dodd, MD Global Media Effectiveness, On Device Research

We are often asked what format works best:

  • Is video worth the incremental cost?
  • Do banners still work?
  • Which format is best for driving call to action vs brand awareness?

In order to answer these questions we delved into our 45,000 / 150 study normative databank to unearth the answers.

Multi-Country Research Only Works Via Mobile

Saturday June 11, 2016 @ 8:02

Meb Gafur, June 2016

Mobile is the most reliable method for surveying both emerging and developed markets since it:

  • Delivers more representative samples than desktop recruited surveys
  • It is more accurate than face to face when compared to real world sales data

On Device Research recently conducted “research on research” analysis of mobile surveys’ ability to gain representative data from across the world. In order to get a good geographic spread we analysed data from surveys in the UK, India, Malaysia and South Africa.

Join our Newsletter