MOBILE has fast become the most available channel for communication, information and entertainment, according to Finn Raben, Director General of ESOMAR, the world association for market, social and opinion researchers. He said figures reveal that global mobile subscriptions rose to six billion at the end of 2011 and are expected to cross the eight billion mark by the end of 2016. "Mobile has truly become a global phenomenon and looks to be the de facto standard model as the rise of the smart phone and mobile Internet usage becomes an everyday commodity." Raben suggested that behavioral insights around device definition and usage are crucial for marketers who want to take advantage of mobile to the fullest. "The fact is that 'mobile' can now encompass not only phones, but tablets, net books, laptops and even multi-media players and thus the marketing opportunities have become exponentially greater." Steve Hamilton-Clark, CEO of TNS MENA, the world's largest custom market research organization agreed saying that smartphones greatly enhance mobiles' influence over consumer interaction with brands, and particularly over their purchase decisions. "The mobile age is a worldwide phenomenon. Although different regions have their own patterns of mobile behavior, stages of mobile development and preferences for handsets and operating systems, the central role of a device in people's lifestyles is absolutely universal." Hamilton-Clark cited the annual Mobile Life study carried out by TNS which explores mobile usage among 48,000 people in 58 countries. The study confirms that a mobile strategy is a requirement for any brand, and that a proper understanding of consumers' relationship with their phones is essential if advertisers are to master the world's most ubiquitous communications platform. Raben said research suggests the number of mobile telephone devices stand at 4.2 billion worldwide, far exceeding the number of fixed line internet subscriptions which currently accounts for 1.9 billion users. The real value of marketing research lies increasingly in the effective analysis and interpretation of data to build information and knowledge that can be used to predict, future events, actions or behaviors, he noted. Raben advised that it is crucial for marketers to adapt to the mobile model and to enable consumers to interact with a product or service in a more convenient manner. He also acknowledged that for research, mobile devices provide the single largest opportunity to reach out to consumers and obtain feedback efficiently. "New technologies, methodologies and even new target groups which were previously unreachable are now possible. This opens up a world of new opportunities for both commercial and social interests. "As mobile technology transforms consumers' lives, the research industry must continue to change with it in order to remain at the leading edge of providing fast and accurate market, social and opinion research," Raben added. – SG
