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You already know mobile usage is quickly growing, but how exactly is the mobile phenomenon changing the world of marketing and research? As the 4 trends below show, mobile is disrupting everything—from the way people pay to how brands communicate with consumers.

  1. Growth of mobile payments

Overall, we're still in the early stages of mobile payments adoption: As of year-end 2012, only 7.9 million U.S. consumers (less than 90 percent of the total) had adopted a consumer-facing NFC-compatible system like "Google Wallet," or apps that use QR codes or other methods to generate a payment. But, in-store mobile payments nearly quadrupled last year, card readers are building up real scale, and mobile payments as part of mobile commerce is exploding (PayPal alone processed $14 billion in mobile payments last year).  – Tony Danova in Business Insider

The impending explosion of mobile payments will affect the way retailers do business. But for mobile payments to go mainstream, brands need to keep the customers’ need in mind. What are people’s hesitations about mobile payments? Why are some consumers more likely to use mobile payments than others? Brands can only these questions by getting closer to their customers.

Tweet this: Race to figure out #mobile payments is on as @PayPal acquires @Braintree. See @visioncritical roundup:

  1. Mobile app market explodes

Gartner predicts that global apps revenues will reach $26bn (£16.1bn) this year, up 44.4% on 2012's $18bn. Free (or freemium) apps are continuing to drive the market. The report suggests that 91% of downloads will be free this year, while in-app purchases will account for 17% of revenues. As ever, Gartner is also sticking its finger in the wind to predict future trends in the market, claiming that by 2017, annual app downloads will reach 268.7bn, by which point 94.5% of app downloads will be free, and in-app purchases will be generating 48% of revenues. – Stuart Dredge in The Guardian

With the growth of the app market, it might be tempting to join the bandwagon and create one for your brand, too. But the popularity of apps also means that the market is more competitive than ever. Brands that put the customer need in mind have a better shot at creating apps that people will love.

Tweet this: Revenue from #mobile apps to reach $26b this year - @Gartner. More in this @visioncritical roundup:

  1. Short burst mobile surveys

[E]xpect research to go more towards short burst surveys on mobile devices and passive data collection on behaviors and what people see (smartphones and wearable technology) leveraging touch, voice, audio, visual recognition, and natural language processing. Expect the need to align the data from a series of short bursts. In turn, this will increase desirability of “same user” research (i.e. same respondents) from Facebook, and recruiting users to download apps and granting permission to access their social media profiles. Expect an increase in analytics to bring these short bursts of data together via fusion, lookalike modeling, and data attribution as digital media companies are already doing for ad targeting purposes. – Joel Rubinson on Green Book

Mobile is not just a marketing issue. As the preceding article shows, it also affects research. As people come to prefer and expect short burst mobile studies, researchers need to adjust their tactics in everything from respondent communication to data analysis. Providing a seamless experience—including having integrated mobile surveys and discussions—will go a long way in encouraging people to participate in mobile research efforts. 

Tweet this: #MRX leans towards short-burst surveys on #mobile. @joelrubinson's @ResearchShare post in @visioncritical roundup:    

  1. CMOs and CIOs battle for mobile strategy ownership

According to the report produced by research firm, Vanson Bourne, and mobile solutions provider, Netbiscuits, 51 per cent of CMOs believe they should acquire more ownership of their organisation’s mobile Web strategy ahead of the CIO, with only 9 per cent seeing it as the CIO’s responsibility. In contrast, just 35 per cent of CIOs agreed.

However, the report claimed CMOs aren’t yet ready for the responsibility, with only 50 per cent stating that testing is a critical or very important factor to improving mobile customer experience. This is despite the fact that other research indicates 76 per cent of consumers will leave a mobile website if it is hard to use, the report authors stated. In comparison, 74 per cent of CIOs said testing was critical where mobile Web strategy is concerned. – Nadia Cameron on

Why can’t CMOs and CIOs agree when it comes to the ownership of mobile strategy? It’s for the same reason marketers and IT folks can’t agree on big data: because it’s a trend that requires the cooperation of both parties. CMOs and CIOs need to agree quickly so they can turn their attention to what truly matters: their customers.

Tweet this: CMOs and CIOs fight over #mobile strategy ownership…at the expense of customer experience? See @visioncritical roundup:

What articles about mobile have caught your attention recently? Let us know by leaving a comment below.

And if you’d like to learn more about engaging your customers with integrated mobile surveys and discussions, please contact us to see how Vision Critical can help.

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Kelvin Claveria

Kelvin Claveria was the former Content Marketing Manager and was responsible for Vision Critical's blog and social media marketing program. Before joining Vision Critical's global marketing team, Kelvin worked at Dunn PR, a Vancouver-based public relations firm. His experience includes working with lifestyle, real estate, and non-profit clients to develop social media marketing and PR strategies. Kelvin has a Bachelor of Business Administration from SFU's Beedie School of Business.
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