Published on April 19, 2012
INMARKET RESEARCH THE MOBILE WORLD 201218-19 April, 2012 FLORIAN TRESS ODC Services GmbH
TECHNIQUES!NEW APPROACHES! METHODS! PANEL?
APPSURVEYvs.MOBILEFRIENDLY WEB QUESTIONNAIRES
WE CONDUCTED A STUDY: Web interview in our proprietary panel (opinion people) Representative for online population (over 14 years old) Field period: 2-11 November, 2011 Germany, UK, Italy: n=2168 Responserate: 51% How can mobile research be fitted with our panel? 4
what aboutPANEL COMPOSITION& REPRESENTATIVENESS ?
Yes NoDo you already own a smartphone / mobile device? 44 56Do you use internet on your smartphone? 37 7Would you be willing to participate in a survey with your smartphone? 20 17Would you be willing to install a survey app on your smartphone? 16 4 n=2168; all respondents; figures in per cent 6
Germany UK 48 46 Italy 42 4038 30 24 22 20 17 14 11Mobile Device Mobile Internet Mobile Survey Survey Appn=2168; all respondents; figures in per cent 7
64 under 29 y.o. 61 60 30-39 y.o. 40-49 y.o. 53 50-59 y.o. 45 60 y. and more 43 39 37 35 32 25 26 23 21 17 15 12 10 5 4Mobile Device Mobile Internet Mobile Survey Survey Appn=2168; all respondents; figures in per cent 8
Large city (pop over 1.000.000) Medium city (pop over 100.000)50 Small city (pop over 20.000) A town 46 46 45 A village 43 39 38 37 36 29 26 22 21 21 20 17 16 14 15 11Mobile Device Mobile Internet Mobile Survey Survey Appn=2168; all respondents; figures in per cent 9
MOBILE RESPONDENTS are still far from beingREPRESENTATIVE in regard to basic sociodemography 10
in other wordsDON’T EXCLUDE ANYONE in other wordsBLEND MOBILE & ONLINE in other wordsLET THE RESPONDENT DECIDE 11
what are currentSTRENGTHS& LIMITSof mobile research
DO YOU PLAN TO PURCHASE A SMARTPHONE? Yes No 39% 61% PROs CONs Many functions in one Numerous functions are device 69% not required 63% Mobile internet 55% Expensive 53% Easy to use 29% Privacy / data protection 11%High technical standards 25% Usability 8%Good price-performance Technology is in ratio 22% development 3% Other 3% Other 14% 13 Do you plan to purchase a smartphone within the next 12 months? (non-user | n=1215) What are the arguments for / against purchasing a smartphone?
WOULD YOU PARTICIPATE IN A MOBILE SURVEY? Yes No 54% 46% PROs CONs Uncomplicated Costs of internetparticipation on the way 50% connection 35%Good way to spend some time off while waiting 47% Inappropriate occasion 29% General fun in surveys 46% Privacy / data security 27%To learn something new 35% Poor usability 24% Relevance of the topics 32% High loading time 19% Other 4% Other 3% 14 Are you generally willing to participate in a survey on a smartphone? (n=2168) What are the reasons for (not) participating in surveys on a smartphone?
WHEN YOU THINK ABOUT INVITATIONS, WHICHOF THESE POSSIBILITIES COME INTO QUESTION? Email 69% SMS 57% With a survey-app 50% Instant message (e.g. WhatsApp) 22% Call of an interviewer 22% Social networks (e.g. facebook, twitter) 19% Other 1% 15 When you think about invitations to mobile surveys, which of the following possibilities come into question?(proponents of mobile surveys | n=1164)
HOW LIKELY WOULD YOU BE TO PARTICIPATE INTHE FOLLOWING STUDY? - +Regular surveys 13 14 24 30 20 on way homeInteractive poll 9 15 32 30 15 in TV show Upload of 12 16 26 28 18 mobile photos Triggered 12 14 30 27 17surveys at POS Tracking of 20 18 24 25 14 phone calls Tracking of 20 20 27 20 12 location 16 How likely would you be to participate in the following study? (proponents of mobile surveys | n=1164)
FACTORS ON OVERALL LIKABILITY TOPARTICIPATION IN MOBILE STUDIES 0,3 0,2 0,2 0,1relevance of the study the right occassion for protection of privacy fun while participating participation 17 And how do you evaluate this study in terms of...? (proponents of mobile surveys | n=1164 | ß-weights)
COVERAGE &LIKEABILITYto participate in mobile studiesWILL IMPROVE 18
we canSUPPORT & PROMOTE THISDEVELOPMENTbut we must take into accountINHIBITIONS & BARRIERS 19
what is ourCONCLUSION ?
ONLINEMOBILE PANELSmust go together in order to provideREPRESENTATIVESAMPLES 21
survey apps might beOPTIONAL in regard toSAMPLING TECHNIQUES but they arePROMISING in regard toNEW APPROACHES 22
we must build upSTRONG RELATIONS with our panel members andUNDERSTANDtheir doubts and inexperience with mobile research 23
we requireNEW SKILLS inthe PANEL MANAGEMENT 24
FLORIAN TRESSTHANK YOUVERY MUCH! www.odc-services.com firstname.lastname@example.org @FTress
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