iphone 12 survey

So the new phones came out yesterday, a big one, small one, a 5G one… the new lineup from Apple is slick, but are consumers going to buy them?

We wanted to find out what general iOS consumers are planning this cycle and how that might affect Apple.

  1. Were they aware of the virtual event?
  2. Will they upgrade?
  3. Which features do they care about most?
  4. Is Covid-19 affecting their decision to upgrade?

Full disclosure, I work at TapResearch.

To find out, we surveyed 1,200 verified iOS respondents using the TapResearch Audience network. Survey respondents were all genders, ages 18-64 and live in the US.

Who’s upgrading? About 35% (402) say they are likely or extremely likely to upgrade before EOY.

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Unsurprisingly, the more aware of Apple’s Virtual Event the more likely to upgrade:

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Which features do they care about most? Battery life seems to be king…

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But when looking at features by gender, it’s males who seem more interested in 5G and woman seem to care more about the camera:

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Lastly, of the total respondents about 26% (298) suggested that COVID-19 has affected their likliness to upgrade.

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To see the full survey results and the responses by age, gender etc. here’s a link to the full survey results page or if you’d like to run a similar survey like this one I’d love to talk with you.

About the survey:

TapResearch conducted this survey across their Audience Network of random mobile devices. The survey was conducted on October 13, 2020 shortly after the Apple Event with 1,200 respondents who were verified iOS users.

If you’re a marketer, journalist or curious cat like me and would like to run a similar survey with TapResearch shoot me a note michael@tapresearch.com

63.9% of American’s support for a candidate did not change as a result of the debate, poll finds

Last night, September 29th was the first 2020 presidential debate between Democrat candidate Joe Biden and Republican candidate Donald Trump. The debate last night amassed about 29 million total viewers. Many news outlets are calling the 90-minute Trump-Biden showdown chaotic and out of control, but what did American viewers think?

TapResearch wanted to gauge U.S public opinion on the candidate’s pre and post the debate. We surveyed 1,000 registered voters ages 18-64 who live in the United States. The full results of the pre-debate poll can be found here and the results of the post-debate poll can be found here. 

Here’s how we did it:

The pre-Presidential debate poll targeted 1,000 registered voters aged 18-64 with a single disqualifying question that asked if the respondent was planning to watch the debate. The poll was launched 09/29/20 at 4:45 pm PT and completed in an hour with 781 responses. 

The post-Presidential debate poll targeted 1,000 registered voters aged 18-64 with a single disqualifying question that asked if they watched the debate. The poll was launched  09/29/20 at 8:00 pm PT completed in an hour with 748 responses.

Only 22-25% of respondents in our polls did not or were not planning to watch the debates. Going into the debates 35.72% of respondents were confident Biden was going to win the debate compared to 24.84% of respondents who were confident that Trump was going to win the debate. 

Both our pre and post-debate survey showed that when deciding a “winner” of the debate coronavirus and the economy were the top issues on voter’s minds. 

When the data is broken down by who Americans plan to vote for in the 2020 election, 42% of Trump supporters listed the economy as the most important topic compared to only 12.59% of Biden supporters. 

Our poll suggested that the debate did not heavily sway voter’s support. 63.9% of respondents indicated that their support for a candidate did not change as a result of the debate. However, 9.36% of voters who were unsure changed to supporting Trump, and 15.37% of voters who were unsure changed to supporting Biden.

63.90% of voters indicated that their support for a candidate did not change as a result of the debate.

Both the pre and post-debate polls show that Trump supporters report themselves as “very likely” to vote at higher levels than Biden supporters. Approximately 75-76% of  Trump supporters indicated they are very likely to vote compared to 59-65% of Biden supporters.

About the Poll

TapResearch conducted this survey across its network of random mobile devices. The two polls were conducted on September 29, 2020, with 1,000 respondents each. 

If you’re a mobile marketer or decision-maker and would like to run a similar poll across the TapResearch mobile sample network please contact Michael Sprague at michael@tapresearch.com.

American’s opinions on the role of civil disobedience by athletes are divided down political lines, Poll finds

Professional athletes across America have been using their platforms to speak out publicly on racial unrest and protest against racismSparked by NBA player’s walkouts, civil disobedience in sports has become widely practiced by players.

Now, athletes from across the spectrum have been using their platforms to highlight civil unrest from NHL and  NASCAR allowing protests during the national anthem to Naomi Osaka, a tennis champion from Japan, wearing masks in memory of victims of police violence at the U.S Open. 

TapResearch wanted to gauge U.S public opinion on athlete’s protests and their impact on individual watching habits.  We surveyed 1,000 people ages 18-99 who live in the United States. The full results of this poll can be found here.

Our findings show that 56.22% of respondents believe it is “very acceptable” or “somewhat acceptable” for professional athletes to use their platform to speak out publicly about national issues.

When the data is broken down by who Americans plan to vote for in the 2020 election, 30.3% of Trump supporters think it’s “not at all acceptable” for professional athletes to use their platform to speak out publicly about national issues compared to 2.8% of Biden supporters.

30.3% of Trump supporters think it’s “not at all acceptable” for professional athletes to use their platform to speak out publicly about national issues compared to 2.8% of Biden supporters.

Our result suggests that younger generations like Gen Z and Millennials etc. (people aged 18-44)  feel that it is more important that athletes they support share their political views than it is for older generations like Baby Boomers and Silent (people aged 45-99). 

For instance, 63% of respondents aged 18-24  think it is “very important” or “somewhat important” that athletes they support share their political views compared to only 33% of respondents aged 55-64.

At the beginning of September, the highly anticipated NFL season started with racial injustice themes on display across the field. Many NFL players kneeled, locked arms, raised fists, or stayed off the field entirely during the national anthem as they opened their season. A year ago these player’s civil disobedience would not have been supported by the league like it has been in the recent weeks after an offseason marked by a global pandemic and civil unrest.  However, what is the U.S public support levels for these protests? 

Our poll suggests that feelings about NFL player’s protests are highly polarized among the U.S population with 29.2% of respondents strongly supporting and 27.7% strongly opposing. 

If we break it down by political affiliation we see that respondent’s opinions are divided down political lines. 49.97% of Biden supporters strongly support NFL player’s protests compared to 13.17% of Trump supporters inversely 52.1% of Trump supporters strongly oppose NFL player’s protests compared to 10.45% of Biden supporters.

If you apply these opinions into actions we see that the divide down political lines translates into the effect of player’s social activism on watching habits. 52.1% of Trump supporters plan to watch less sports and  34.79% of Biden supporters plan to watch more sports. 

Lastly, we asked respondents for their thoughts on if social activism in sports will be effective in helping achieve change in society. We found that 59.3% of respondents think that social activism in sports will be “very effective” or “somewhat effective” in creating change. 

Ultimately, our poll highlights a deep divide in opinions by political affiliation with Biden supporters supporting the merging of sports and social activism at higher levels than Trump supporters. 

About the Poll

TapResearch conducted this survey across its network of random mobile devices. The two polls were conducted on September 15, 2020, with 1,0012 respondents each. 

If you’re a marketer or decision-maker and would like to run a survey about your brand across the TapResearch audience network please contact Michael Sprague at michael@tapresearch.com.

[Survey] US Homeowners are enjoying low interest rates

Mortgage interest rates are at an all time low across the nation. According to the latest Freddie Mac mortgage survey, rates are sub-3% on 15 and 30-year mortgages. The record-low rates are the output of the Federal Reserve policy and intended to increase consumer borrowing and help the U.S economy. 

U.S. weekly averages as of 8/27/2020

The New York Times reported back in July that mortgage applications have peaked to some of the highest levels since the 2008 housing crisis. 

The team at TapResearch wanted to know how homeowners are navigating the housing market since the Fed dropped rates so we polled over 1,500 US respondents to learn more. 

We asked respondents 8 questions about their current situation, mortgage types, DTI %, plans for the future and more. We also asked how COVID-19 has impacted their ability to pay their mortgage.

Survey results summarized below. 

About 56% of respondents own their homes and 66% of homeowners currently have a mortgage. 

The majority of homeowners (56%) are on Conventional loans and the data suggests that younger homeowners are taking advantage of other products offered by lenders such as ARM, FHA, VA etc. 

Over 61% of homeowners either plan to, or have already begun taking advantage of the new low rates new mortgages suggesting an optimistic outlook of the housing market by consumers.

Over 61% of homeowners either plan to, or have already begun taking advantage of the new low rates new mortgages suggesting an optimistic outlook of the housing market by consumers.

Lastly, we wanted to know who is struggling to make payments given the current economic climate and over 45% of US mortgage holders said yes, they are struggling to make their mortgage payments. 

The full survey results can be found here.

About the survey
This survey was conducted across the TapResearch Audience Network on August 27, 2020 with 1,523 respondents. Each respondent is a verified US citizen. 

If you’re interested in how we collected this data or would like access to the Audience Network, please contact michael@tapresearch.com 

Poll Shows Distrust in Vaccines Could Lead to Low Adoption of COVID-19 Vaccine

In every major media announcement about COVID-19, developing a vaccine is lauded as the key to return daily life back to normal. Researchers around the world are working around the clock to develop a vaccine in record time. 

One week ago, Moderna became the first US-based pharmaceutical company to have a successful Phase 1 vaccine trial. After a limited test with 45 participants, this experimental vaccine was shown to generate an immune response, and a final study with 30,000 participants will start at the end of the month. These early results are promising and if the next stages of the vaccine trials continue to show an effective immune response with no adverse effects, experts predict that this vaccine could be mass-produced in early 2021. 

On Tuesday, the New York Times released The Vaccine Trust Problem as part of their Daily podcast series. Jan Hoffman, the Times health reporter, reports that “I heard more and more from people who were beginning to say, you know, I get all my vaccines, I’m up-to-date — I will not take this one. These are pro-science, pro-vaccine people who are cringing and wanting to avoid this vaccine. And I thought, we have a problem.”

In this podcast, the Times is suggesting that a significant portion of the US population may not go get a vaccine, even if it’s widely available. Assuming a successful vaccine is developed, the question then becomes: How can we expect to go back to our expected normal way of life if adoption is not widespread? 

Wondering this ourselves, TapResearch ran a quick poll of adults across the US on July 21, 2020, to see how they felt about the progress of the COVID-19 vaccine trials. We surveyed 1,040 people ages 18-64 who live in the United States. The full results of this poll can be found here.

Our results were similar to the findings of the research referenced by the Times. The data suggests that a significant segment of the population would not plan to get a COVID-19 vaccine if one became available. Of the 1,040 respondents,  528 responded “Yes”, 266 responded “No”, and 246 responded “maybe” when asked if they planned to receive the vaccine. These results did not have any correlation to respondent age but were moderately correlated with education level. The data suggests that those with bachelor’s degrees or other advanced degrees would be more likely than other groups to plan to get a COVID-19 vaccine if it becomes available. 

Another interesting finding was that younger respondents would rather get Covid-19 instead of getting the vaccine and avoiding contracting the virus itself. 49% of respondents ages 25-34 would choose to get the virus compared to only 27% of those aged 55-64.

While early vaccine trials from around the world show promising results, our research supports claims by reporters that a significant portion of the US population may not plan to get vaccinated against COVID-19. Without widespread vaccination, it’s hard to pin our hopes of a “normal” life on the mass production of a successful vaccine alone.

About the Poll

TapResearch conducted this survey across its network of random mobile devices. The poll was conducted on July 22, 2020, with 1,040 respondents. 

If you’re a mobile marketer or decision-maker and would like to run a similar poll across the TapResearch mobile sample network please contact Michael Sprague at michael@tapresearch.com.

TapResearch and PredictWise Partner to Predict TX-27 Special Congressional Election

TapResearch is always looking for cutting-edge use cases and partners to leverage our large scale audience engagement network to deliver better insights.  We are excited about expanding our efforts in political and opinion polling.

TX-27 has not been at the forefront of the news. Only few know that this minority-majority district holds special elections on Saturday, June 30th. TapResearch has teamed up with PredictWise to shed light on the political compass in this district, leveraging TapResearch’s innovative ways to collect data (randomly targeting cell-phone-level ad IDs) to quickly conduct polling at scale, as well as PredictWise’s proven methodology. And, while we find that the district is out of reach for Democratic challenger Eric Holguin, there is some hunger for progressive policies here.

Demographically, the district would be an obvious target for Democrats – 50% of residents are Hispanic in this district, consisting of Corpus Christi and Victoria up to Bastrop County near Austin and Wharton County near Houston. And, the most recent Representative, Republican Blake Farenthold, resigned in disgrace over sexual harassment allegations, on April 6, 2018. But, public polling has been non-existent here, and the Democratic Congressional Campaign Committee (DCCC), the organization with the goal to elect Democrats to Congress, has not exactly made this district a priority.

But, as a our new PredictWise/TapResearch poll shows (full data here): The district has hunger for some progressive policies, especially around taxation and gun regulation. First things first: Cook, the standard bearer of Congressional forecasting, has this district as solidly Republican. Our poll agrees: We have Republican candidate Michael Cloud far ahead in the two-party vote-share (65% to 31%). Nothing to see here for Democrats.

Figure1

But as opposed to other polling, our poll goes deeper than the traditional horse-race, and dissects likely voters in TX-27 on relevant political issues of the day. Take gun regulation for example: Over 50%, a clear majority of Texans residing in this district, support restricting the amount of bullets. And, that number is still above 50% for Republicans, with 71% of Democrats in support (Independents are less inclined to support legislation to restrict the amount of bullets in firearms, coming in at 30% support).

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On another issue front, Texans residing in this district are more mixed: immigration. While Dreamers enjoy support among likely voters – 64% of overall voters and a majority (54%) of Republicans support a pathway to citizenship in this district – only a small minority (9%) support an increase in the flow of legal immigration.

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On economic issues, however, Texans in this coastal district inhibit a strong desire for more progressive policies: 63% (and 59% of Republicans) support increasing taxes for households making more than $250,000 a year, and over 90% (Democrats and Republicans alike) support tax increases for big corporations. And, a majority of Texans in this district believe that unions are good for them – and likely would have taken issue with the recent Supreme Court ruling on this matter.

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Methodology:

Full data here. The insights presented here are a mix of PredictWise baseline data and a fresh set of respondents (N-200 likely voters, collected from 06/12 through 06/28) collected via TapResearch. Then estimates are created of public opinion using the most bleeding edge analytics of modeling and post-stratification (affectionately known as MRP+).

Instagram Polls: 5 Lessons for Market Researchers

Last week Instagram launched its new “Polls” feature for stories and my nerd-heart skipped a beat. Instagram is my social-media drug-of-choice, and I love market research, so I just had to try it out. IMG_0694

Of course I was disappointed at the lack of functionality– I had a hard time even finding my data after a poll. You can only ask one question with two answer choices, and polls are only visible to your story’s audience. It’s obvious that Instagram’s Polls are more geared towards social interaction than research.

At first I was annoyed– then I began taking polls myself. I found it to be a fun and seamless way to engage with friends, corporations, and even celebrities. I started looking at Instagram polls from the respondent’s perspective, and I realized that this feature’s true value to market researchers isn’t the what– it’s the why.

Why have all of the major social media platforms (like twitter, Facebook, and now Instagram) all added polling functionality– and what can their features teach us about the future of online research?

Here are 5 Lessons for Market Researchers from my experience with Instagram Polls:

Do-It-Yourself Research

If you haven’t noticed, the internet has gone crazy for DIY.

Pinterest is full of life-hacks, like how to cook smores on a rake (yum?). With Youtube, you can become an expert on anything from roller-skating to building a house. Now we have the choice to tackle projects ourselves instead of using middlemen or opting for one-size-fits-all solutions.

Here at TapResearch, we welcome this can-do attitude. That’s why we are putting the power in your hands with our new Self-Service Tool and Survey Builder. Going DIY allows you to set-up, target, and manage your own research projects–on your schedule.

The Benefits of App-Based Mobile Research

Mobile Research: The Next Chapter


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Research has certainly come a long way. From in-person interviews, to mailers, to phone centers; researchers have always been quick to harness new technologies. Yes, we still get the occasional phone survey, but research has largely relocated to the internet.

In the past, joining an online survey panel became a great way to make a few extra bucks and researchers gained direct access to respondents. But, these traditional panels aren’t without issues–

  • They tend to have a shallow reach, and it is difficult to fill them with a truly representative sample.
  • Their panelist can be “professional” survey takers, who know they are taking part in research.
  • Clever respondents can game the system, and commit fraud which hurts the value of your data.

To avoid these issues, many researchers are turning to mobile research. Mobile is the next chapter; and what better way to reach people than with the apps they use everyday?