According to the ESOMAR Global Market Research 2009 Report, it was estimated that quantitative survey research accounted for 55% of all market research. Within that body of research, online surveys account for about 39%, with telephone just behind at 33%, face-to-face at 22% and postal at 9%. With online and telephone outreach already accounting for nearly three-quarters of quantitative research, expect that number to grow dramatically through convergence — with the advent of mobile surveys.
The report finds the majority of market research is presently conducted online, generated through the participation of survey takers — or panelists — who voluntarily sign up to share their opinions in return for rewards that are most often delivered electronically.
Among the countless advances made possible through the Internet, the market research industry stands as a significant beneficiary thanks to the highly qualified panelists found online in all corners of the globe on a 24/7 basis.
Mobile is the next frontier for market research, and the future is now. With approximately 60 million smartphone users in the United States and an additional 80 million estimated to jump in by 2011, roughly 140 million Americans — or half of all mobile subscribers — will be using sophisticated handsets with access to online communications wherever they go, all day, every day.
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