Since Green Book identified research using mobile devices as the fastest growing methodology in 2011, mobile research has rapidly grown from novelty to a mainstream of market research. In the most recent GRIT report (Winter 2013), 45% of respondents said they planned to use online communities in the future, 42% to use mobile surveys and 36% to use social mobile analytics, leading the GRIT authors to conclude: “The optimism towards these techniques is officially a trend.”
In healthcare, as in every other walk of life, use of mobile devices is booming, with new data from the US reporting that 86% of physicians use a mobile device in the course of their work day, a trend replicated across Europe. Harnessing this trend towards greater mobile use, many healthcare companies are dipping a toe into water of mobile research.
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