"What's the smartphone penetration in…?" is a question that keeps coming up in our day-to-day work. Google's Consumer Barometer has the answer for at least 47 countries.
It's one thing to be constantly told that "mobile is big, mobile is important" but a very different story to see a chart like the one from Benedict Evan's excellent "Mobile is Eating the World" presentation below.
Access to the internet through one's phone is fundamentally changing lives in Africa while in developed markets like the UK the effect is more pronounced, bringing incremental improvements.
This is the main takeaway from our latest survey that that discovered that 63% of Africans find that mobile internet has “greatly improved” their lives, compared to 40% of people in the UK.
In 2013 Russel Southwood from Balancing Act approached On Device Research to help map the media landscape of Sub-Saharan Africa. The full report is now available for download.
Saudi Arabia and United Arab Emirates (UAE) have some of the highest smartphone penetrations in the world, 76% and 75% respectively. Both countries have also embraced the shopping-as-entertainment culture.
This inspired us to add Egypt into the mix and research how people use their phones while in stores and shopping malls, be that for shopping-related activities or just for entertainment.
Someone recently asked us "How will mobile change market research?" It's easy to rattle off the default list of "in-the-moment, shorter surveys, rich data collection, mobile ethnography, passive measurement" and so on.
However, two recent tweets by a mobile analyst Benedict Evans reminded us just how different mobile is and thus how hard it is to see the long term impact of it on not just market research but on any industry.
Ray Poynter, Navin Williams and Sue York have just published a few chapters from their upcoming "The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers" online free of charge. You can read these chapters below or download them your computer.
Working together with great people is one of the best parts of On Device Research so we're very happy to announce Leanne Caldwell and Will Ullstein have joined our commercial team in the UK.