Mobile VS everything else

Tiburon Research & Mobiety, MRMW Europe 2012

Mobile vs. everything else :)Exploring way of integrating surveys into mobile landscape in Russia

Tiburon Research & Mobiety, MRMW Europe 2012

Companies

• DIY tool for mobile web based surveys with dashboards

• NFC polls for instant feedback

• Geo-targeting via auto-replies in Twitter and Foursquare

• In-app polls

• 300K+ online access panels in in Russia and Ukraine

• Interactive questionnaires and reporting

• DIY online QUAL

Tiburon Research & Mobiety, MRMW Europe 2012

Agenda

BackgroundWhy we did it and what was the environmental landscape

Our approachWHATs and HOWs

Figures & findingsWhat we got and what we learned

Tiburon Research & Mobiety, MRMW Europe 2012

Objectives

Mobile CATIConventional cell-phones interviewing

CAWIConventional online access panel sampling

SAWIaka Mobile CAWI, ‘S’ stands for ‘Smartphones’

To compare:

Against:

Tiburon Research & Mobiety, MRMW Europe 2012

BackgroundWhy we did it and what was the environmental landscape

Tiburon Research & Mobiety, MRMW Europe 2012

Russia is big…

143 000 000 people

Tiburon Research & Mobiety, MRMW Europe 2012

… and beautiful

Tiburon Research & Mobiety, MRMW Europe 2012

with Internet penetration high…

67% browse web more than once a month

Tiburon Research & Mobiety, MRMW Europe 2012

… and mobile being a must have

Tiburon Research & Mobiety, MRMW Europe 2012

Tiburon Research & Mobiety, MRMW Europe 2012

Mobile phone penetration

84% Russians have a cell phone

Tiburon Research & Mobiety, MRMW Europe 2012

Mobile only population

34% Russians have a cell phone only

Tiburon Research & Mobiety, MRMW Europe 2012

Mobile internet penetration

20% of population browse mobile web

Tiburon Research & Mobiety, MRMW Europe 2012

Internet penetration by geo

67% 70%58%

51% 50%45%

29%21% 22% 19% 19% 19% 17% 14%

Broadband

Mobile

FOM, Dec 2010, base 6474, by % in a group | link

Tiburon Research & Mobiety, MRMW Europe 2012

Penetration rate by age

FOM, Dec 2010, base 6474, by % in a group | link

12 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55+

84% 81%

67%

51%

31%

8%

49% 46%

26%

11%4% 1%

Broadband

Mobile

Tiburon Research & Mobiety, MRMW Europe 2012

Our approachWHATs and HOWs

Tiburon Research & Mobiety, MRMW Europe 2012

Project design

Questionnaire length: 40 questions

Two citiesMoscow – capital and the largest one with 10M+ inhabitants and Yekaterinburg – 4th largest with 1,3M

4 data collection methodsNext slide, please =)

Tiburon Research & Mobiety, MRMW Europe 2012

Data collection methods

Mobile CATI CAWI access panel

SAWI access panel SAWI river

Sample source RDD access panel access panel QIWI terminal after top-up

Invitation method incoming call from call-center e-mail SMS SMS

Questionnaire layout voice full size browser mobile browser mobile browser

Tiburon Research & Mobiety, MRMW Europe 2012

River approach

$ $$

SMS SMS

SMSWhen potential respondents make a payment through QIWI terminals

They receive the invitation to participate in survey

Tiburon Research & Mobiety, MRMW Europe 2012

Figures & findingsWhat we got and what we learned

Tiburon Research & Mobiety, MRMW Europe 2012

Cooperation figures

Mobile CATI

CAWI a.p.

SAWI a.p.

SAWI river

SAWI«spam»

Response Rate 52% 30% 20% 2% 0.3%

Completion Rate - * 92% 87% 67% 70%

* No data available

Tiburon Research & Mobiety, MRMW Europe 2012

Questions we asked

Category awarenessHave you ever heard of…?

Ice tea Energy drinks

Sport drinks

Category trialHave you ever tried…?

Category consumptionHow often do you drink… at this time of year?

DemographicsSex, Age, Geo…

Categories measured

Tiburon Research & Mobiety, MRMW Europe 2012

Trial

Ice tea Energy drink Sport drink

68%

54%

28%

79%68%

34%

96% 94%

56%

74%68%

30%

Base: 300 / 300 / 300 / 300

Tiburon Research & Mobiety, MRMW Europe 2012

Never heard of

Ice tea Energy drink Sport drink

9%1%

20%

4% 2%

12%

0% 0%

12%20%

12%

40%

Base: 300 / 300 / 300 / 300

Tiburon Research & Mobiety, MRMW Europe 2012

Brands awareness :: prompted

Mobile CATI CAWI a.p.

SAWI a.p.

SAWI river

Lipton Ice Tea 83 94 99 70 Nestea 80 89 97 73 Ahmad Ice Tea 41 25 28 17 Greenice 34 15 24 12 Local brand 1 28 34 16 8

Base: those aware of the category

Tiburon Research & Mobiety, MRMW Europe 2012

Key findings

Representativity doesn’t really exist :)Fortunately rankings tend to match

SAWI “spam” – is of no practical use as RR is way too lowThough one can achieve some completes ‘broadcasting’ SMS invitations, concerns regarding data validity and privacy issues make the approach extremely questionable

SAWI access panel – workable, but noticeably biased Bias towards more affluent and active users. Need a good reason to do mobile rather than conventional CAWI

SAWI river – technically workable, but needs further researchObserved bias was somewhat chaotic. Expect results will depend heavily on a river chosen

Tiburon Research & Mobiety, MRMW Europe 2012

Add-In: completion rate for SAWI river

1 2 3 4 5 6 7 8 9 12 13 14 15 17 18 19 23 31 40 4575%

80%

85%

90%

95%

100%

77%

87%

45 ques-tions

number of questions

Tiburon Research & Mobiety, MRMW Europe 2012

Thanks! Question? Contacts

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Likes! fb.com/mobiety

Follow us @mobiety

Follow me @zarin

Mikhail Zarin Artem Tinchurin

tiburon-research.ru tinchurin@tiburon-research.ru

Suite 309, 10 Vostochnaya str., Moscow, Russia 115280