Survey Subject Overview:
The ten subjects interviewed, five females and five males, were between 24 – 46 years of age and had been using a cell phone device between 5 – 10 years. They were from different backgrounds, from bank executives, to someone in the creative team of an advertising agency, to a collage student. I wanted to get a feel of all of these demographics because my company is not targeted to any specific demographic since anyone from 24 to 46 years old can hire us to do an event for them.
Survey questions and summary of the responses:
1.What do you look for in a cell phone?
The subjects that took this test agreed that what they look in a cell phone is, above all, the latest technology available, as easy to use as possible, in a fashionable looking cell phone.
2.How often do you change or upgrade your cell phone?
Out of the ten people interviewed six upgraded their phones every couple of years and the other four every 6 months to a year. This shows that the majority probably waits until the upgrades in their cell phone carrier contracts are up and not go and buy a new phone just because of the hype. This majority were the older subjects, with family and more financial responsibilities. While the other group was composed of the younger interviewees that are less financially committed and that work for getting the latest product that is “IN” at the moment.
3.Why change the cell phone?
The main reason the subjects changed their cell phones were to get an upgrade on their actual model. In this case all of them had either iPhones or Blackberries.
4.In regards to your cell phone, is functionality or style more important to you? Any other reason?All of the people surveyed responded that when it comes to cell phones is more important functionality than style. Given the fact that most of the subjects have either Blackberries or iPhones its safe to assume that they want the latest technology in their phones.
5.What do you primarily use your mobile device for? Ex. calls, text messages, check email, entertainment, etc.
The top three answers to this question were text messaging, calling, and Internet use, especially to use social media networks.
6.Do you still have a home phone?
The majority of the people interviewed did not have a home phone. This proves that cell phones are a gadget that people have around and so close to them that they find the use of a second phone around the house not useful since they already have their mobile phone.
7.How do you feel about mobile advertising overall?
None of the people interviewed were keen to the idea of mobile ads. They found them intrusive and annoying.
8.Do you feel mobile ads will replace traditional ads? Why or why not?
The general consensus about this question was that mobile ads will no replace traditional ads. What they subjects stated was that mobile ads with time would probably become very relevant at the time to promote something but not take over entirely. They think that traditional ads would still be around because people will still watch TV (and as always, a lot of it), but with the introduction of interactive TV and apps ads for traditional TV will change, and behave more intelligently; more like web ads.
9.What services or features on your phone do you think should be free?
They all agreed that text messaging should be a free feature in the use of your mobile phone. Text messaging has become such a big part of the use of a mobile phone that that’s why I think cell phone carriers have figure out some type of package deal where they don’t loose money but they make the text messages available to everyone for free or at least cheaper. This would be a plus for the costumer at the time to choose a cell phone carrier.
10.Why did you choose your cell phone provider? What are your reasons for staying with them?
The people surveyed that had iPhones answered that they had no other choice since they wanted the phone and ATT is the only cell phone carrier that has it. They remaining people who had Blackberries, since most – not to say all of them – cell phone carriers have them available, chose their cell phone service because of how cheap were their plans and how good the signal was.
11.What do you most dislike about your current cell phone or cell phone provider?
There where two main concerns, first problems with the signal, which in result created the problem of dropped calls and then the other concern was the fact that they were already in contracts with their current company and even if they wanted to change cell phone provider because they wanted to get the iPhone it would cost them more because their company did not provided this mobile phone.
Conclusion:
After gathering and reviewing the results of this survey and applying them to what the mobile marketing plan would be for my business plan it reinforces my thoughts about using it as a compliment to my main marketing plan. I think mobile ads are still a new development to a lot of people and unless we give them a really good reason to have them in their phone or give them something they can get out of it worth something, I think people would still think of them as an intrusion and annoying. And that is an image I don’t want my company to be associated with.
References:
•Survey done with the help of the survey tools of Zoomerang. (www.zomerang.com)
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