Is mobile the new online

WWW.NORSTAT.DE

2

VALUABLE ANSWERS FOR IMPORTANT DECISIONS.

WHAT IS „MOBILE“? ACTUALLY, WHAT EXACTLY MOBILE?

3


THINK ABOUT IT…

Denken ist wie

Googlen

- nur krasser

4


WHAT IS „MOBILE“? ACTUALLY, WHAT EXACTLY MOBILE?

5


MOBILE

DEVICES

MOBILE

USAGE

MOBILE

RESEARCH

ONLINE / OFFLINE

ACTIVE / PASSIVE

QUALITATIVE / QUANTITATIVE

PLACE

TIME

SOCIAL CONTEXT

MEDIAL CONTEXT

WIRELESS

INPUT DEVICES

OUTPUT DEVICES

SOFTWARE

6


AGENDA

7


ACTIVE MOBILE-SUBSCRIPTIONS

68

There are 68 active mobile broadband subscribtions per

100 inhabitants in Europe

Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx


08

92 86

95 93

86 88 89

82

99 91

84

56 52 51

36 36 35 33 29 31

25 23 22

9

Britain U.S. Spain China France Russia Germany Poland CzechRepublic

Italy Brazil India

Own cell phone Thereoff: use the internet regularly on cell phone

Source: http://www.pewresearch.org/daily-number/cell-phones-nearly-universal-in-much-of-the-world/

CELL-PHONE USAGE (Q1/2013)

9

WWW.NORSTAT.DE

MOBILE ADAPTION & MARKET SHARE US Smartphone Ownership

No Cell

Phone 17%

Smart phone 35%

Other Cell

Phone 48%

12%

46%

41%

9%

56%

35%

Source: http://www.pewinternet.org/2013/06/05/smartphone-ownership-2013/

10


WORLD WIDE MOBILE WEB ADOPTION IS GROWING

THAN WEB ADOPTION DID IN THE 1990S AND EARLY 2000S.

X FASTER 8

Source: http://www.supermonitoring.com/blog/2013/09/23/state-of-mobile-2013-infographic//#tt

11

WWW.NORSTAT.DE

TIME IT TOOK TO REACH 50 MILLION USERS In years

Radio

TV

Internet

Facebook

Draw Something App

10 5 0 25 20 15 40 35 30

@

38

13

4

3,5

50 days

Source: http://www.localytics.com/blog/2013/mobile-statistics/

12


OF ALL EMAILS ARE OPENED ON MOBILE PHONES

28,85%

10,16% ON TABLETS.


13


The average age for the first cell phone is now 13.


WWW.NORSTAT.DE

MOBILE IS THE NEW ONLINE NORSTAT CLIENT DAY MILANO 2014

ARE YOU USING MOBILE RESEARCH?

YOU BETTER WOULD…

15


THE 3 MODES OF MOBILE USER EXPERIENCE

Source: Mobify Research & Development

REPETITIVE NOW

Users are seeking recurring realtime information, such as stock quotes, sports scores

and auction listenings.

URGENT NOW

Users are seeking urgent information on their mobile

device that is often related to location or activity, mostly

through search engines and recommendation sites like Yelp

or Foursquare.

BORED NOW

Users are seeking distraction, entertainment or connection through a mobile device on

services like Facebook, Instagramm, Twitter or in their

email.

16

WWW.NORSTAT.DE

AVERAGE NUMBER OF DEVICES PER PERSON

Source: Norstat Germany Panel

A GERMAN PANEL MEMBER OF NORSTAT HAS AN

AVERAGE OF DEVICES AVAILABLE

(2.1 private + 0.4 business)

2.5

17

WWW.NORSTAT.DE

28%

22%

3%

41%

23%

HY2 / 10 HY1 / 11 HY2 / 11 HY1 / 12 HY2 / 12 HY1 / 13 HY2 / 13 HY1 / 14

Total DE UK IT

SHARE OF MOBILE SURVEY STARTERS

Source: consecutive survey within Norstat Panel amongst all new recruits

Italy 23%

Germany

22% UK

41%

18

WWW.NORSTAT.DE

RESPONDENTS USE DIFFERENT DEVICES TO CONNECT WITH US, DEPENDING ON MOOD, TIME, PLACE & CONTEXT

IF WE DON‘T WANT TO MISS OUT ON A SIGNIFICANT PART OF OUR SAMPLE, WE HAVE TO MAKE OUR SURVEYS ACCESSIBLE VIA ALL WELL-ESTABLISHED DEVICES!

19

WWW.NORSTAT.DE

APP SMS (EXTRA COSTS!)

Survey Invitations per…

EMAIL

(SOCIAL MEDIA)

HOW TO GET IN TOUCH?

20

WWW.NORSTAT.DE

THE OPINION PEOPLE APP

KEY ADVANTAGES Additional chanel for survey invitations Especially interesting for younger target groups Possibility to send push messages Potential extensions

Geolocation Passive data collection Social media …

Possibility to withdraw survey invitations if project or certain quota is closed

KEY FACTS BETA Version live in NO & DE International launch (incl. IT) in Q2/2014


021

EMAIL INVITATIONS

KEY ADVANTAGES No change to current setup Approx. 40% of all emails are read on a mobile

device today No extra costs for clients and Norstat Respondents do not have to download APP –

everyone has an email-address

IMPORTANT: use responsive email-design or plain text!


022

SMS INVITATIONS

KEY FACTS Short response latencies Plain & easy

Good for immediate response and where short

term call for action is required (e.g. approval of focus group participation or TV show live feedback, …)

Extra costs included!

23


MOBILE FRIENDLY ONLINE SURVEYS

USER

24

WWW.NORSTAT.DE

DO DON‘T

USER FRIENDLY ONLINE SURVEYS

SHORT SURVEYS (UP TO 10 MINS)

SHORT QUESTION TEXTES (RULES OF THUMB: TWITTER = 140 LETTERS)

USE FILTERS TO AVOID UNNECCESARY QUESTIONS

USE INNOVATIVE QUESTION TYPES INSTEAD OF GRID QUESTIONS

HTML 5

LONG SURVEYS

LONG QUESTION TEXTES AND EXPLANATIONS

GRID QUESTIONS AND ALL OTHER CONFUSING QUESTION TYPES

NUMEROUS OPEN QUESTIONS

FLASH QUESTIONNAIRES

25

WWW.NORSTAT.DE

26

WWW.NORSTAT.DE

AND WHAT ABOUT QUALITY & PERFORMANCE

Taking a survey mobile takes approx.

30% longer than on stationary devices

Dropout rates are (currently!) approx.

10% higher than in „normal“ surveys

Only moderate implications on data

quality compared to stationary devices:

Higher variance in grid questions

Approx. 15% less text in open-

ended questions

Higher item-non-response (don‘t

know or N/A)

27


MOBILE THE NEW ONLINE!

28



29


LOCATION BASED

RESEARCH

30



NETNOGRAPHY RESEARCH

31



32


CHRISTOPH IRMER [email protected] +49 (89) 5480 194-10

Date post:	21-Jun-2015
Category:	Internet
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