Tag Archives: millennials

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3 Friday Insights Into Mobile Research

Here’s your Friday roundup of 3 items from our blog to keep you up to speed on mobile research as you head into the weekend.

 

Whatever else you do, don’t forget to check at the bottom for something to mobilize your spirits and get you humming.

 

Talking Technology With 1,000 Millennials

 

Trump v Clinton Mudsling Splatters MR

 

Follow Facebook’s Lead…Into Mobile

 

And here’s a Friday tune to send you smiling into your weekend.

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1,000-Millennial Study: Views on Technology

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To wind up the first phase of MFour’s Millennial Insights Project, here’s Part 3, on Millennials’ views on Technology & Lifestyle — with a focus on the smartphones and other computing devices that are the dominant technology in their lives.

 

Our study aims to generate insights into this crucial, much-analyzed consumer cohort of more than 75 million Americans, while demonstrating to the market research industry that the fastest, most reliable and effective way to reach Millennials is on the devices that define them — the smartphones from which, as the results below show, they are in many cases literally inseparable.

 

The data for this report — and for the  previous segments on Millennials & Entertainment and Millennials & Money and Finance — was obtained through the first wide-ranging, demographically representative study of Millennials undertaken solely by smartphone app. The fundamental premise is that Millennials are best engaged — and will have the most comfortable and productive survey-taking experience — on the mobile devices  that fully engage them in all phases of their lives.

 

Using MFourDIY™,  the first all-mobile, do-it-yourself survey platform, we obtained 1,000 validated responses within two hours from Millennials on the million-member active panel that uses the Surveys on the Go® smartphone app. The 30-question survey covered Entertainment, Money & Finance and Technology & Lifestyles, giving a representative picture of the U.S. Millennial population by sex, age, race/ethnicity, income and employment status.

 

These are key insights on how Millennials use smartphones and other computing devices.

 

Mobile is Multiple: Smartphone owners haven’t abandoned other computing devices – as long as those other devices meet the portability test. 87.1% also own a laptop, and 71.4% have a tablet.

 

But Smartphones are Essential: 92.3% of Millennials said they use their phones at least several times a day, compared to 32.1% for laptops. 44.9% said they spend at least five hours a day on their smartphones – compared to 23.3% who spend five or more hours on a personal computer (desktop or laptop). 79.3% of Millennials use their phones at least two hours a day, compared to 45.7% for personal computers.

 

Only 3.8% of respondents said they use their smartphones less than an hour a day. Millennials are far more likely to make sparing use of laptops and/or desktops – 26.3% report using them less than an hour a day.

 

A Constant Companion: 45.3% of Millennials say they keep their smartphones with them 24-7. 93.2% say they keep their phones on their persons or nearby at least 10 hours a day.

 

Minorities are Really Into Their Phones: Majorities of African Americans (57.1%) and Hispanics (51.6%) reported spending five hours or more per day on their phones; Asians (42%) also exceeded Caucasians (38.9%) when it came to epic phone usage.

 

Desktops are Bottoming Out: Millennials are pushing the granddaddy of personal computers into retirement. Only 45.2% of them own a desktop; men are the diehards, with 50.6% still holding on to desktops, compared to just 39.8% of women. Affluence is another predictor for ownership of what most Millennials apparently perceive as a luxury they can live without. 54.2% of respondents living in households with annual incomes of at least $75,000 said they had a desktop as well as a smartphone. Desktop ownership in Millennial households with earnings under $50,000 was 42%.

 

Only one-third of Millennials (33.1%) say they use a desktop computer at least once a day. Almost as many (30%) are now using wearable devices such as smart watches at least once a day.

 

Whole Lotta Checkin’ Goin’ On: 88.7% of Millennials check text messages the moment they get them. They’re considerably less compulsive about social media and app notifications (41.2% and 40.5%, respectively, get checked immediately). Email continues to trend downward — just 35.3% get opened right away. 51% check their apps’ push notifications at least once an hour, compared to 48.6% for email.

 

OK With Their OS: Overall, Millennials seem satisfied with whatever smartphone operating system they’re using now. Those saying they were likely or very likely to switch (25.6%) were outnumbered two-to-one by those who said they were unlikely or very unlikely to make a change (51.9%). That left 22.5% who could go either way.

 

However, there were  differences  in the degree of loyalty commanded by Apple’s iOS system and Google’s Android. They were comparable when it came to their shares of loyal users — — 53.8% of iOS users and 50.4% of Android users said they were likely or very likely not to switch devices. But on the other end, Android users were twice as likely to express  discontent: 32.9% said they were likely or very likely to switch to a different OS, compared to 16.7% for iOS.

 

Can Google poach some of the 29.5% of iOS users who said they were neutral about keeping their current system, while persuading the 16.7% of neutral Android users to stay? Can Apple succeed in prying loose the one-third of Android-using Millennials who apparently are unimpressed with Google’s system? Or, with nearly half of Millennials either poised to change operating systems or sitting on the fence, is there an opening for other system designers to compete?

 

Meet Your Next App: When it comes to discovering new apps to download, Millennials rank advice from family and friends (61%), social media (60.4%) and Apple and Google’s app stores (56.7%) as by far the biggest influences. The advertising about apps that’s most likely to influence them is the kind they they receive through an app — 33..6% of Millennials cited in-app advertising as a factor, compared to 23.4% who said ads on television, radio or in print media helped them discover new apps. News coverage ranked last as a portal to discovering, cited as an influence by 15.1%.

 

When it came to using  social media to discover apps to download, women were notably more active than men — 67.6% to 53.2%. The same goes for legacy advertising (television, radio and print), cited by 27.4% of women and 19.4% of men. African Americans also stood out in citing legacy advertising channels as a source of information about apps – 37.1% compared to 22.6% of Hispanics and 20.5% of Caucasians. 

 

Just A Few Go A Long Way: About half of Millennials (50.7%) use 4 to 6 different mobile apps per day. At the extremes, just 15.4% use no more than 3 apps daily, and 13.5% use 10 or more. App usage varies little across ethnicities, age segments and gender.

 

Methodology

 

Using MFourDIY, the market research industry’s first all-mobile, do-it-yourself platform for designing and carrying out studies, MFour fielded a 30-question survey on Sept. 10 to Millennials who make up about 60% of its million-member active panel, all of whom participate in research via the Surveys on the Go® app for smartphones and tablets. Fielding time was less than two hours for 1,000 validated responses.

 

Responses reflected U.S. Millennials’ demographic profile: 50% male, 50% female; 56% Caucasian, 19% Hispanic/Latino, 14% African American/Black, 5% Asian, 1% each for Middle Eastern, Pacific Islanders and Native Americans/Alaskans; 3% Other. Age brackets were 18-24 (36%), 25-29 (31%) and 30-36 (33%). The study also segmented respondents by whether they were parents of children under 18, their type of work (full-time blue collar and white collar, part-time, unemployed), and their income (six brackets from $25,000 or less to $100,000 or more).

 

To read our previous reports, for Part 1, Entertainment, click here.

 

For Part 2, Money & Finance, click here

 

To view  all survey data, visit  surveysonthego.net/tracker and use these login credentials:

 

Username: MillennialCaseStudy

 

Password: MFourMillennials

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3 Weekly Insights on Mobile

Here’s your Friday roundup of 3 items from the MFour blog to keep you up to speed on mobile research as you head into the weekend.
Whatever else you do, don’t forget to check at the bottom for something to mobilize your spirits and get you humming.
And here’s a Friday tune to send you bopping and smiling into your weekend.
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1,000-Millennial Study Explores Entertainment Consumption 

 

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This is the first report in MFour’s Millennial Insights Project, an in-depth look at the preferences and behaviors of 1,000 American consumers, ages 18 to 36. Today’s report highlights results and findings on Entertainment.

 

We’ll follow with reports on Money & Investing (Sept. 27) and Technology & Lifestyles (Oct. 4).

 

We recruited and surveyed respondents through Surveys on the Go®, MFour’s all-mobile, app-based research technology and methodology, which reaches more than one million active panelists. The study collected 1,000 demographically representative, validated responses within two hours of launch on Sept. 10, 2016. Length of interview was approximately 15 minutes. Respondents were segmented by sex, race and ethnicity, type of work, income and age. We divided our Millennial subjects into three six- or seven-year age brackets.

 

Here are five insights we found interesting:

 

Streaming is King: Streamed programming is the most frequent viewing choice for 58% of Millennials – more than double the 28% who most often watch cable or satellite TV. There’s a substantial drop-off for cable/satellite viewing among Millennials who haven’t yet turned 30. Only 18.5% of this younger group say cable/satellite TV is their first choice, compared to 37% of Millennials ages 30 to 36. 78% of all Millennials consider a paid streaming platform their first or second choice when watching television, with 76% saying they are streaming more from paid services than they did a year ago. But most Millennials haven’t cut the cord on cable entirely: 64% of those who no longer live with a parent still subscribe to cable or satellite TV.

 

Binge Watching is Huge: By nearly four to one (78% to 22%), Millennials prefer a television series to be released all at once, rather than having to wait for a weekly episode over the course of a season. And 68% said they had binged on TV during the past month; 53% during the previous week. Across every grouping – sex, age bracket, race-ethnicity, and income level – U.S. Millennials are united in their eagerness to binge on TV shows.

 

Music Downloads are Going Mobile: More than half of Millennials (56%) said they had downloaded music to a mobile device within the past month, surpassing the 43% who’d downloaded tunes to a desktop or laptop. African Americans were especially active downloaders, with 69% saying they’d downloaded music straight to their mobile in the past month, and 53% downloading to a PC. Downloads for Caucasians were 55% mobile and 38% PC; Hispanics/Latinos went 57% for mobile and 46% for PCs.

 

Opting Out of Going Out: Fewer than half of Millennials (43%) said they had been to a movie theater in the past month, and 17.5% had been to a live concert. 40.8% hadn’t been to a live concert in the last 6 months, and an additional 15% had never experienced a concert.

 

Viewing on Smartphones is 2nd Only to TV: 91% of Millennials said they access entertainment on a television screen, with mobile phones second at 73%. Desktops and laptops were third at 63%, and 47% watch or listen on tablets. The youngest Millennials, ages 18 to 24, show  a preference for watching on smartphones – 74%, vs.  69% for respondents 25 and older. There’s also an intra-generational difference for TV screens, used by 89% of the youngest group and 93% of 25 and overs.

 

For a look at our entire Millennials survey, visit: https://www.surveysonthego.net/tracker

 

Username: MillennialCaseStudy

Password: MFourMillennials

 

MethodologyUsing MFourDIY, the market research industry’s first all-mobile, do-it-yourself platform for designing and carrying out studies, MFour fielded a 30-question survey on Sept. 10 to Millennials who make up about 60% of its million-member active panel, all of whom participate in research via the Surveys on the Go® app for smartphones and tablets. Fielding time was less than two hours for 1,000 validated responses.

 

Responses reflected U.S. Millennials’ demographic profile: 50% male, 50% female; 56% Caucasian, 19% Hispanic/Latino, 14% African American/Black, 5% Asian, 1% each for Middle Eastern, Pacific Islanders and Native Americans/Alaskans; 3% Other. Age brackets were 18-24 (36%), 25-29 (31%) and 30-36 (33%). The study also segmented respondents by whether they were parents of children under 18, their type of work (full-time blue collar and white collar, part-time, unemployed), and their income (six brackets from $25,000 or less to $100,000 or more).

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3 Mobile Musings From the MFour Blog

Here’s your Friday roundup of 3 items from the MFour blog to keep you up to speed on mobile research. Whatever else you do, don’t forget to check at the bottom for something to mobilize your spirits heading into the weekend. 
And here’s a Friday tune to send you humming and smiling into the weekend. 
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5 Insights: Millennials & Mobile

1. Millennials’ presence and the data they generate are everywhere because social media is everywhere. Their smartphones enable them to make their thoughts, feelings, whereabouts and behavior instantly known.
 
2. Despite all that’s known about them, and all they reveal about themselves, Millennials are not an open book, or easily definable.They need to be understood within the ever-shifting contexts in which we all live.
 
3. The latest generational surprise: Millennials’ reluctance when it comes to”appointment” TV-viewing left NBC unable to attract the Olympics viewership it had promised advertisers.
 
4. For market research, the avalanche of information about this generation presents a huge challenge and a big opportunity – how to dig in and come out with intelligible, useful consumer insights?
 
5. Smart researchers are rapidly embracing mobile research that delves into Millennial mindsets via their smartphones — their chosen, cherished conduit for understanding and responding to their world.
 
A big part of MFour’s value proposition is giving researchers unrivaled access to U.S. Millennials. Of the more than one million active members in our all-mobile panel, 62% are, in fact, Millennials — the largest representation you can find.
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We did it – 200 7-Eleven interviews in just 139 minutes!

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Yes, we did what we promised we’d do, live and in full view of the market research industry. Breaking “MR’s equivalent of the sound barrier,” as we somewhat facetiously had put it when we announced today’s little showcase.

 

When you’re hot you’re hot, so we’ve decided to open up our quotas and see how many completes we’ll receive by 5pm.

 

Guess how many interviews we’ll receive by 5pm. Whoever comes closest will receive $500 in their MFourDIY account. Email your guess to diy@mfour.com.

 

Here’s how it happened: starting at noon, Pacific, we geolocated members of our million-member all-mobile active panel just as they left 7-Elevens across the nation, and sent them a short survey about their shopping experience.

 

It took just 2 hours and 19 minutes to land the 200 completed surveys we vowed to fetch in no more than five hours – or suffer public humiliation. We did it with MFourDIY, the first all-mobile do-it-yourself survey tool. Many thanks to those who tuned in, and we hope your jaws don’t hurt from dropping.

 

As you’ll see in the chart below, we drew this rapid data from a demographically diverse group that included nationally representative proportions of Hispanics/Latinos, African-Americans and other racial and ethnic groups. And we were particularly successful in collecting interviews from Millennials, a smartphone-loving consumer demo that only all-mobile research can reliably reach.

 

Today’s test was a 5-minute survey, but MFourDIY can handle lengthy ones, too. With a 15-minute LOI, you’ll get 90% completion rate. After today’s test, you know our promises are good.

 

But the point of this exercise wasn’t for MFour Mobile Research to puff out its chest over the unique, proprietary research technology and uniquely responsive panel that enabled us to pass the test. It’s to show the market research industry that we’ve entered a new all-mobile age, and that we’re all in it together. We will adapt successfully, we will serve our clients better than we ever have, and we will prosper and thrive.

 

Click here to learn more information about MFourDIY.

 

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Learn: Mobile DIY in 30 Minutes

To know it is to love it. MFour Mobile Research’s new MFourDIY, that is. We invite all market research professionals to see for themselves. Sign up for our webinar series on how to use the industry’s first and only all-mobile, do-it-yourself survey-building platform. Next up: Mobile Panel 101: “Reaching Millennials and Other Elusive Demographics,” Tuesday, May 10 at noon, Pacific.

Here are all the currently-scheduled webinars and their topics:

Mobile Panel 101
Reaching Millennials and Other Elusive Demographics
Tuesday, May 10, noon, Pacific
Click here to register

MFourDIY: Getting Started
Wednesday, May 18, 11 a.m. Pacific
Click here to register

Getting Responses from “Non-Buyers”
Creating an After-Visit Survey
Tuesday, May 24, 12 noon, Pacific
Click here to register

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Fill Your Quotas in Just One Day

Find out how in 30 minute webinars introducing game-changing MFourDIY 

Need Millennials — and fast? Invest 30 minutes to find out how to fill all your quotas in one day. Sign up now for weekly half-hour how-to webinars on MFourDIY, the unprecedented new do-it-yourself survey-building/all-mobile panel platform from MFour Mobile Research.

Mobile Panel 101: Tuesday, May 10, noon Pacific
Reaching Millennials and Other Elusive Demographics

To register for May 10: https://attendee.gotowebinar.com/rt/9141654506830765570

The “Getting Started” overview/introductions take place every other week. In between we spotlight specific features of MFourDIY – what they do, and how to use them.

MFourDIY: Getting Started: May 4, 9 a.m. Pacific & May 18 11 a.m. Pacific

To register for May 4:  https://attendee.gotowebinar.com/rt/9141654506830765570

To register for May 18: https://attendee.gotowebinar.com/register/3516797111734130436