1) Smartphones are everywhere.
Let’s start with the obvious — everyone has a smartphone these days. They’re an essential part of modern life for many people, and increasingly people are using their phones for online purchases. The days of clunky desktop computers and monitors are seriously numbered. Add to that the exponential increases in smartphone users in developing countries and it’s a no-brainer.
2) Smartphone customers are more engaged than desktop-only users.
On top of having a more robust customer profile, mobile customers are more engaged. Time spent on mobile has surpassed time on desktop; 51% of total digital time is spent on mobile as compared to 42% on desktop. Our customers (across industries) have reported that even though they have more web-based customers by volume, their mobile customers are way more engaged than their desktop web-only customers.
3) Smartphone users are much more likely to respond to requests for feedback.
Depending on how you set up the targeting for your in-app survey, you could see hundreds of responses within hours of launching a survey. This is particularly helpful if you have someone up the chain with a “great idea.” You can quickly test out how your audience will actually feel about this idea and have customer data to backup your decision to kill or move forward with the idea.
In conclusion
By focusing on developing your smartphone user base you’ll be able to collect feedback that you can trust reflects your customer base on a whole. On top of that, you’re able to get really precise in which customer segments you target depending on your needs. Lastly, with mobile surveys, you’re able to quickly gather feedback from a much larger group than you’d be able to with a traditional focus group — speeding up your entire process.