Leslie townsend main stage - 2012
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- 1. Leslie Townsend, Kinesis Survey Technologies, USA Festival
of NewMR 2012 - Main Stage Session 1 APresenta*onfrom
TheFes*valofNewMRMainStage 5December2012
TheTippingPointIsHere:MobileMarketResearchGoes Mainstream
AllcopyrightownedbyTheFuturePlaceandthepresentersofthematerial
Formoreinforma:onaboutNewMReventsvisitNewMR.org LeslieTownsend
KinesisSurveyTechnology
- 2. Leslie Townsend, Kinesis Survey Technologies, USA Festival
of NewMR 2012 - Main Stage Session 1 The Tipping Point Is Here:
Mobile Market Research Goes Mainstream
A!ppingpointistheeventofapreviouslyrare
phenomenonbecomingrapidlyanddramaDcally
morecommon(asdenedbyWikipedia)
- 3. Leslie Townsend, Kinesis Survey Technologies, USA Festival
of NewMR 2012 - Main Stage Session 1
TheTippingPointIsHere:MobileMarketResearchGoesMainstream
30.74%
- 4. Leslie Townsend, Kinesis Survey Technologies, USA Festival
of NewMR 2012 - Main Stage Session 1
TheTippingPointIsHere:MobileMarketResearchGoesMainstream which in
turn is impacting online market research practices and requires
mobile device support for respondents. Mobile device usage by
consumers is changing how the world communicates and interacts
- 5. Leslie Townsend, Kinesis Survey Technologies, USA Festival
of NewMR 2012 - Main Stage Session 1
TheTippingPointIsHere:MobileMarketResearchGoesMainstream Mobile
device types used for survey taking have changed dramatically as
technology has evolved
- 6. Leslie Townsend, Kinesis Survey Technologies, USA Festival
of NewMR 2012 - Main Stage Session 1
TheTippingPointIsHere:MobileMarketResearchGoesMainstream
Smartphones became the dominant mobile device type this year.
Smartphones now represent more than half of the mobile market share
in several European countries and in the U.S.
- 7. Leslie Townsend, Kinesis Survey Technologies, USA Festival
of NewMR 2012 - Main Stage Session 1
TheTippingPointIsHere:MobileMarketResearchGoesMainstream Social
Media also plays a large role in mobile market research. Social
media sites are increasingly accessed via mobile browsers and apps,
and are becoming a major conduit for market research initiatives. -
social listening - survey recruitment - communities - location
based triggers
- 8. Leslie Townsend, Kinesis Survey Technologies, USA Festival
of NewMR 2012 - Main Stage Session 1
TheTippingPointIsHere:MobileMarketResearchGoesMainstream Kinesis
saw a major increase in mobile survey traffic in 2012. Whereas
previous years yielded mobile traffic rates between 5-10%, this
year 4.07% 25.51% 7.43% 30.74% Europe U.S.
2012Kinesis-MobileTracRates,U.S. andEurope Q3 Q1
- 9. Leslie Townsend, Kinesis Survey Technologies, USA Festival
of NewMR 2012 - Main Stage Session 1
TheTippingPointIsHere:MobileMarketResearchGoesMainstream As
expected, survey completion rates are lower for respondents using
mobile browsers. Type of Traffic Dropout % Profile % Quota %
Complete % Mobile Browsers 67.90% 11.15% 6.29% 14.66% Desktop
Browsers 18.40% 35.75% 16.46% 29.38% Q3 2103 Kinesis - Dropout
& Completion Rates By Type of Browser Used, All Regions
- 10. Leslie Townsend, Kinesis Survey Technologies, USA Festival
of NewMR 2012 - Main Stage Session 1
TheTippingPointIsHere:MobileMarketResearchGoesMainstream Mobile
platform preferences differ between the U.S. and Europe. 13.62%
18.46% 1.35% 0.92% 63.94% 46.93% 29.88% 8.58% 2.98% 11.09% iPhone
Android iPod Blackberry iPad Q32012KinesisMobilePlaSorm
Usage,EuropeandU.S. Europe U.S. Note:Nokia, Windows Mobile,and
Playbookeach accountedfor