Mobile research: how cell phones are bridging the

Mobile research: how cell phones are bridging the digital divide

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When it comes to mobile research, developing countries are the ones who should be leading the way, pushing new frontiers and offering the most technologically-advanced research platforms. In countries like South Africa, for example, 7 out of 10 people access the internet via their mobile phones (according to new research by SA Network Survey).

SA Network Survey’s research results showed that cell phones, rather than desktop PC’s, are the preferred method of connection by many. Africa, and South Africa specifically, has poor fixed-line internet infrastructure (which is often more expensive than internet data in developed countries).

In the past, the lack of affordable access to internet forced market researchers to reach out to target demographics in different – more time-consuming and expensive – ways, such as face-to-face interviews. Cell phones, however, have enabled us to start using mobile research in order to reach the millions of people who are using their phones to access the internet.

How to get people involved in your mobile research campaign

While cell phones have made it easier to reach various target audiences across South Africa, you still need to be smart about how you engage people. Consumer Protection Acts, for example, prohibit you from simply spamming people with survey.

Why you need to be sociable and engaging

The SA Network Survey also found that the majority of South Africans want to make use of cheap and powerful ways of communicating to maintain their social relationships. So how do you bring these needs together in order to gain valuable business insights from mobile research? You create a sociable, interactive online community where your target audience can hang out – and that’s exactly what we’ve done here at ConsultaPanel.

ConsultaPanel is a huge online community where participants sign up with the goal of taking part in market research. They can connect with other users, read about past research engagements and share information with their connections online. We regularly send out market research to relevant users, which can be completed online (whether it’s at work behind a desktop computer or on-the-go on their mobile phones) at their own time.

If you’ve been looking for a market research platform like this, it’s time to contact ConsultaPanel to find out how we can help you with mobile research.


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