How Much Mobile Penetration Do You Need?

SmartphonesAccording to recent data from the Pew Internet & American Life Project, mobile penetration in the U.S. has reached fully 85%, whereas smartphone penetration has reached 45%.

The picture is even rosier in the UK, where, according to TechCrunch, smartphone penetration has reached 58%.

I remember back in the early 2000’s when I was working at Greenfield Online, we had lots of discussions with clients about at what level of penetration it made methodological sense to do studies online. Not necessarily using online panels, mind you, but simply doing them online.

If you have doubts about the feasibility of mobile research studies, take comfort in the trends. In a few years we’ll look back on today’s hand-wringing in the same way that earlier angst about online research now seems quaint.

Sources:

http://www.pewinternet.org/reports/2012/best-worst-mobile.aspx

http://techcrunch.com/2012/12/13/research-uk-smartphone-penetration-hits-58-tablets-at-19-brits-a-nation-of-online-shoppers-1000-now-spent-online-per-year/

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About Dana Stanley

Dana is the Editor-in-Chief of Research Access.

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