市場調査レポート

生命科学者へのモバイルマーケティング

Mobile Marketing to Life Scientists (2012)

発行 BioInformatics, LLC 商品コード 249673
出版日 ページ情報 英文 133 Pages
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=101.50円で換算しております。
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生命科学者へのモバイルマーケティング Mobile Marketing to Life Scientists (2012)
出版日: 2012年08月31日 ページ情報: 英文 133 Pages
概要

調査結果によると、科学者の4分の1が、モバイルデバイスを使用した製品の調査およびサプライヤーからのクーポンへのアクセスに強い関心を示しており、その他の35%は多少の関心を示しています。このことから、科学者のおよそ60%が、モバイルデバイスを通じてサプライヤーとコンタクトを取ることに対して抵抗がないことが明らかにされています。

当レポートでは、生命科学者を対象に実施した調査結果から、ライフサイエンスサプライヤーが提供するモバイルマーケティングへの関心、ラボにおけるモバイルアプリケーションへの関心と使用動向、ラボで使用されるモバイルコンテンツ、およびモバイルOSの使用動向などについてまとめ、概略下記の構成でお届けいたします。

生命科学者へのモバイルマーケティング

  • ライフサイエンスサプライヤーのプロモーションへのアクセスにモバイルデバイスを使用することへの関心
  • 「関心が高い」科学者の個人および装置の情報をシェアすることへの意欲
  • 「関心が高い」科学者は、ライフサイエンスサプライヤーからの一般的な情報をモバイルデバイスで受信したい
  • ライフサイエンスサプライヤーからモバイルデバイスで受信したい「関心が高い」科学者の個人用通信のデリバリー手段
  • 科学者がライフサイエンスサプライヤーからモバイルデバイスで受信したい一般的情報のタイプ:地理的地域・研究経験別
  • 生命科学者へのモバイルマーケティング
  • 科学者がライフサイエンスサプライヤーからモバイルデバイスで一般的情報を受信したい頻度
  • 科学者がモバイルデバイスでサプライヤーからの受信に前向きな個人用通信のタイプ:地理的地域・研究経験別
  • 科学者がライフサイエンスサプライヤーからの受信に前向きな、最も人気のある個人用通信のデリバリー嗜好

ラボにおけるモバイルアプリケーションへの関心および使用

  • 1日あたりのモバイルアプリケーションの使用時間
  • 仕事および個人的に使用したいモバイルアプリケーションのタイプ:地理的地域・研究経験別
  • 製品発注の際のモバイルアプリケーションの認識されている有用性、およびライフサイエンスサプライヤーとの相互作用
  • ラボでの仕事のサポートにおいて、科学者が最も関心を持つモバイルアプリケーションの分類:地理的地域・研究経験別
  • 科学者がモバイルアプリケーションを通してライフサイエンスサプライヤーとシェアするのに抵抗がない個人情報:地理的地域・研究経験別、など

ラボにおいて科学者が消費および生成するコンテンツの形態

  • ポータブル/モバイルデバイスを通じて定期的にアクセスされる情報のタイプ:地理的地域・研究経験別
  • ラボにおけるWi-Fiネットワークへのアクセシビリティ:地理的地域別
  • モバイルデバイスでウェブにブラウズする1日あたりの時間
  • モバイルコンピューティング向けのユーザーガイドライン:勤務先・地理的地域別
  • 科学者が仕事のサポート用にポータブル/モバイルデバイスを使用する頻度:地理的地域・研究経験別
  • 科学者の情報のタイプ
  • デスクトップパソコンおよびポータブル/モバイルデバイスを使用した現在のアクセス
  • スマートフォンまたはタブレット経由のアクセスの嗜好、など

モバイルデバイスの使用およびオペレーティングシステム

  • ポータブル/モバイルデバイスの使用:科学者別
  • 科学者が使用するポータブル/モバイルデバイスのタイプ:地理的地域・研究経験別
  • 個人的に購入した・企業支給のポータブル/モバイルデバイスの数
  • ポータブル/モバイルデバイスに用いられているモバイルOSのタイプ
  • 科学者のポータブル/モバイルデバイス使用年数
  • タブレットの無線接続状況:地理的地域・研究経験別
  • スマートフォンの月々のデータプラン:地理的地域・研究経験別
  • 生命科学における典型的なスマートフォンユーザーは?
  • 生命科学における典型的なタブレットフォンユーザーは?

調査統計

  • 地理的地域
  • 市場セグメント
  • 職務
  • 研究分野
  • 研究経験
  • 性別

調査手法およびアンケート

付録

目次
Product Code: 12-004

Competing for a scientist's attention isn't easy, which is why major suppliers seek to maximize every possible form of outreach. Still in its nascent stage, connecting with scientists via mobile devices presents a new way for suppliers to get "face-time" with scientists. The infrastructure is fairly welldeveloped, and scientists (like the rest of the population), are increasingly relying on PDAs, smartphones and tablets for personal use. Many suppliers have yet to develop many (if any) applications designed specifically for mobile devices, but most of them have already invested resources in figuring out how to begin.

Enter BioInformatics LLC's newest report Mobile Marketing to Life Scientists. Designed to instruct suppliers on scientists' mobile device usage and preferences in the lab, this report provides guidance as to how to move forward with a mobile device marketing strategy.

A key objective of this report is to determine the frequency with which scientists are using mobile devices, what they use them for and which devices are most widely deployed. Suppliers will learn whether or not WiFi is even widely available in labs, why researchers choose to use (or not use) mobile devices for work and what types of information researchers use their smartphones and tablets to manage.

One of our most significant findings was that one quarter of scientists are HIGHLY interested in researching products and accessing coupons from suppliers via their handheld devices. And another 35% express that they are somewhat interested in doing this as well.

Given that roughly 60% of scientists are open and (and even eager) to connect with suppliers via mobile devices, life science companies can ill afford to "wait and see" whether or not mobile platforms will be a viable marketing channel. Speed of adoption will be limited only by the amount of time it takes suppliers to put a mobile strategy in place.

And what about mobile apps? Scientists are creating a significant number of apps for their own use and to share with colleagues - to organize notes, calculate measurements and look up recipes for common transactions, to name a few. But to date, supplier companies are not offering a wide selection of mobile apps for scientists to download, even though many suppliers are gearing up to do so in the nottoo- distant future. In Mobile Marketing to Life Scientists, suppliers will be able to determine what types of apps scientists expect companies to develop and identify ways that scientists want suppliers to reach out to them with apps that promote products.

Ultimately, the proliferation of mobile devices will re-route the flow of data, which will impact workflows, speed up data sharing and circulate information in a more organic way. On the front-end of this technology boom, suppliers have the opportunity to influence how that's going to play out. Mobile Marketing to Life Scientists will inform your decisions about how to allocate limited resources in an outreach that has almost unlimited choices as to how it's going to look.

Table of Contents

REPORT TABLE OF CONTENTS

Key Observations

This report includes charts and analysis for the following:

Mobile Marketing to Life Scientists

  • Interest in using mobile devices for accessing life science supplier promotions
  • Willingness of the "highly interested" to share personal and device information
  • General information from life science suppliers the "highly interested" would most like to receive on their mobile devices
  • Delivery methods of personalized communications the "highly interested" would prefer to receive from life science suppliers on their mobile devices
  • Types of general information scientists like to receive from life science suppliers via a mobile device by geographic region and research experience
  • Mobile marketing to life scientists
  • Frequency with which scientists want to receive general information from life science suppliers via mobile devices
  • Types of personalized communications scientists are willing to receive from suppliers via mobile devices by geographic region and research experience
  • Delivery preferences for the most popular personalized communications scientists are willing to receive from life science suppliers

Interest in & Use of Mobile Apps for the Lab

  • Time spent per day using mobile apps
  • Types of mobile apps used for work and personal life by geographic region and research experience
  • Perceived helpfulness of mobile apps for ordering products and interacting with life science suppliers
  • Mobile app categories of most interest to scientists in support of their work in the lab by geographic region and research experience
  • Personal information scientists would feel comfortable sharing with life science suppliers via mobile apps by geographic region and research experience
  • Likelihood to provide demographic information when downloading free life science mobile apps by geographic region and research experience
  • Likelihood to provide GPS-based information about location when downloading free life science mobile apps by geographic region and research experience
  • Willingness to accept push notifications from life science mobile apps by geographic region and research experience
  • Types of push notifications scientists would prefer to receive from life science mobile apps by geographic region and research experience

Forms of Content Scientists Consume & Create in the Lab

  • Types of information accessed on a regular basis via portable/mobile devices by geographic region and research experience
  • Accessibility to a Wi-Fi network in the lab by geographic region
  • Time spent per day browsing the web on mobile devices
  • User guidelines for mobile computing instituted by place of employment by geographic region
  • Frequency with which scientists use portable/mobile devices to support their work in the lab by geographic region and research experience
  • Types of information scientists
  • currently access using desktop computers and portable/mobile devices
  • would prefer to access via a smartphone or a tablet
  • Work-related content scientists
  • currently create using desktop computers and portable/mobile devices
  • would prefer to create via a smartphone or tablet
  • currently create and would like to create via smartphones and tablets
  • Reasons scientists do not use portable/mobile devices to support their work in the lab by geographic region and research experience

Mobile Device Usage & Operating Systems

  • Portable/mobile devices used by scientists
  • Types of portable/mobile devices used by scientists by geographic region and research experience
  • Number of portable/mobile devices personally purchased and company-issued
  • Types of mobile operating systems employed by portable/mobile devices
  • Years scientists have used portable/mobile devices
  • Cellular connectivity status of tablets by geographic region and research experience
  • Monthly data plans for smartphones by geographic region and research experience
  • Who is a typical smartphone user in the life sciences?
  • Who is a typical tablet user in the life sciences?

Study Demographics

  • Geographic Region
  • Market Segment
  • Job Position
  • Research Area
  • Research Experience
  • Gender

Methodology & Questionnaire

Appendices

  • Verbatim responses to: What unique features would you most like to see in a mobile app from your favorite life science supplier?
  • Additional Analysis
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