I administered a survey to five of my friends with different backgrounds for this assignment. All of them are in my target audience for my business plan. Most of the thirteen questions were general questions about their mobile device use and a couple of questions were directly pertaining to my business plan. My goal was to see who would be open to pull advertising through the use of their mobile device. This assignment is something that I will continue to use because it will be better help me with understanding what my target audience wants and needs are.
Survey subject one is a 28 year old, African-American, male corporate attorney residing in New York City. He has been using a cell phone for nine years and is tech savvy. As the primary user of the cell phone he considers several different things when purchasing a cell phone. In the survey he stated that the mobile device has to have the following capabilities: GPS; ability to store music and other media; email and user-friendly functions. He upgrades his cell phone every two to three years because of advanced technology and wanting to have the latest upgrade. One of the things he would like for his cell phone to do that it currently does not is for the GPS to speak directly to him. His overall opinion about mobile advertising was that is does not sway him one way or another because he is extremely loyal to certain brands like for example the brand Apple. If Apple would to send him advertisements to his cell phone, then he would be receptive to it. He preferred style compared to function when it came to purchasing a cell phone. His exact answer was “fancy looking phones catch my eye more than plain phones with excellent functionality.”
Survey subject one primarily uses his mobile device for text messaging, listening to music, email, calls and GPS. There are features on his cell phone that require him to log on the Internet but in general he is not comfortable about giving out personal information in exchange for convenience or for exclusive content. His primary reason for choosing the provider was made by his mother. She purchased a cell phone for him when he was a sophomore in college so he could make long distance calls back home. The reason he has elected to stay with the provider is customer loyalty and Apple’s exclusive contract with AT&T since he has an iPhone. What he liked the most about his cell phone is it is a one-stop shop for the activities he spends a lot of time doing daily since he is an attorney. What he disliked the most is the data plan pricing, reception issues and dropped calls. He is not willing to receive advertisements via text messages from his favorite restaurant or artist because he is apprehensive about what the businesses would do with his personal information.
Survey subject two is a 26 year old, bi-racial (African-American/South American), female full-time student living in Germany. She has been using a cell phone for eight years and is tech savvy. As the primary user of the cell phone she considers style and price when purchasing a cell phone. She has not upgraded her phone in over three years but plans to do so when she comes back to the United States. One of the things she would like for her cell phone to do that it currently does not is better Internet access. Her overall opinion about mobile advertising is she is willing to be receptive to it. She preferred function compared to style when it came to purchasing a cell phone.
Survey subject two primarily uses her mobile device for talking and text messaging. She is not comfortable with exchanging personal information for convenience or exclusive content. The only feature that requires her to log on the Internet is instant messenger. Her choice of provider was the only choice for her because it was the only English provider in Germany. What she likes the most about her cell phone is text features. What she disliked the most are international plans. Although she would not be receptive to receiving advertisement via text messages from a restaurant for exclusive deals, she would be receptive to receiving advertisement about her favorite artist next performance in the local area.
Survey subject three is a 30 year old, African-American, female non-profit owner residing in South Carolina. She has been using a cell phone for thirteen years and is tech savvy. As the primary user of the cell phone she considers the following: great phone accessories, affordable calling plans and unlimited minutes and text. She upgrades every two years to get the contract price of the cell phone. She feels that her cell phone does everything for her personal and business needs. Her overall opinion about mobile advertising is that she embraces it and uses it for her own brand purposes. She preferred style compared to function when it came to purchasing a cell phone.
Survey subject three primarily uses her mobile device for calls, text messaging, email and social networking sites (Twitter, Facebook, YouTube, WordPress and TV.com). She is extremely comfortable with exchanging personal information in exchange for convenience and exclusive content. The features that require her to log onto the Internet are Gmail, Facebook, AIM, Skype, MSN messenger, Yahoo messenger and Twitter. Her answer about choosing a provider was a unique one because she said was forced into the provider through a merger. Her exact answer was “I did not choose Verizon, Alltel merged with them.” What she liked most about her cell phone is the option to either use the touch screen or slide up keyboard. What she disliked the most is that the touch screen sometimes freezes. She is willing to receive advertisements via text messages from her favorite restaurant or artist for exclusive deals and local performances.
Survey subject four is a 30 year old, African-American, female project manager residing in Washington state. She has been using a cell phone for twelve years and is tech savvy. As the primary user of the cell phone she considers the following when purchasing a cell phone: calendar management, user friendly and the ability to maneuver around various applications very swiftly. She upgrades once a year because of becoming bored with the cell phone she currently uses. One of the things she would like for her cell phone to have that it currently does not is a touch screen. The answer about how she felt about mobile advertising was so positive that I had to share it. Her reply was “I am satisfied with it overall. I am currently enrolled to receive promotional texts and emails (that are delivered directly to my phone in real time) from merchants such as Ikea, Borders and PF Changs, and I am comfortable receiving communication from them on current and/or upcoming deals and discounts. I think the idea/concept is genius as long as the consumer can control from who, and how often they receive the mobile advertising.” She preferred function compared to style when it came to purchasing a cell phone.
Survey subject four primarily uses her mobile device for managing her calendar, calls and email. She is comfortable with sharing personal information in exchange for convenience and exclusive content. The features that require her to log onto the Internet are instant messaging, Pandora and Sprint TV. She chose her provider because it received the best reception when she moved to Washington and chose to stay because of the follow up calls and emails from customer service. What she liked most about her cell phone is she gets emails real time and is able to manage her calendar. What she disliked the most is it has too many standard applications and functionalities that she does not use and it does not have a touch screen. She is willing to receive advertisements via text messages from her favorite restaurant or artist for exclusive deals and local performances.
Survey subject five is a 27 year old, Hispanic, female graduate student residing in New Mexico. She has been using a cell phone for nine years and is tech savvy. As the primary user of the cell phone it must have email capabilities when purchasing a cell phone. She typically upgrades her cell phone once a year because of constant changes with technology. One of the things she would like for her cell phone to do that it currently does not is the ability to edit pictures. Her overall opinion about mobile advertisement is that she is indifferent. She could not choose between style and function when it came to purchasing a cell phone because she likes both equally.
Survey subject five primarily uses her mobile device for email. She is not comfortable with sharing personal information in exchange for convenience and exclusive content. The features that she uses to log on the Internet are email, instant messenger and Facebook. She chose her provider because she used to work for them and continued service because of the price. What she liked the most about her cell phone is that is it user friendly and has an LCD screen. What she disliked about it is she cannot edit pictures. Although she would not be receptive to receiving advertisement from a restaurant for exclusive deals via text messages, she would be receptive to receiving advertisement about her favorite artist next performance in the local area.
This survey was very helpful and insightful with what I would like to do as for as advertisement for my business plan. Four out of five were willing to receive advertisements via text for an upcoming concert so that falls in line with my business plan since I have a venue/restaurant. Two out of five were willing to receive advertisements via text for an upcoming deal or discount for a restaurant. So to me this illustrates that I can get most of them to the concerts and possibly some of them will purchased food while they are attending a live show.
Survey Questions use in research:
1) Who is the primary user of your cell phone? What do you look for in a cell phone?
2) How often do you change or upgrade your cell phone? And why?
3) What would you like your cell phone or mobile device to do that it does not currently do?
4) How you do feel about mobile advertising overall?
5) In regards to your cell phone, is functionality or styling more important to you? How would you rate each on a scale of 1 to 10?
6) What do you primarily use your mobile device for? Ex: calls, text messages, check emails etc.
7) Are you comfortable with your personal information being broadcast over short distances in exchange for the added convenience or for exclusive content?
8) Are there features on your phone that require that you log onto the Internet? If so, which ones?
9) Why did you choose your provider? What are your reasons for staying with them?
10) What do you like the most about your cell phone?
11) What do you dislike about your cell phone?
12) Would you be willing to receive advertisements via text from your favorite restaurant that would offer you an exclusive deal or gift?
13) Would you be willing to receive advertisements via text from your favorite artist giving you details about their next performance in your town?
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