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FLORIAN TRESS
ODC Services GmbH
MARKET RESEARCH MOBILE WORLD 2012
18-19 April, 2012
IN
THE
TECHNIQUES! APPROACHES!
METHODS!
PANEL? NEW
SURVEY
APP vs. MOBILE FRIENDLY
WEB QUESTIONNAIRES
4
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?
PANEL COMPOSITION & REPRESENTATIVENESS
what about
?
6
16
20
37
44
4
17
7
56
Yes No
Do you already own a smartphone / mobile device?
Would you be willing to participate in a survey with your smartphone?
Would you be willing to install a survey app on your smartphone?
Do you use internet on your smartphone?
n=2168; all respondents; figures in per cent
7 n=2168; all respondents; figures in per cent
38
30
14
11
48
42
22
17
46
40
24
20
Mobile Device Mobile Internet Mobile Survey Survey App
Germany
UK
Italy
8 n=2168; all respondents; figures in per cent
64
60
43
37
61
53
35
26
45
39
21
17
32
25
12 10
23
15
5 4
Mobile Device Mobile Internet Mobile Survey Survey App
under 29 y.o.
30-39 y.o.
40-49 y.o.
50-59 y.o.
60 y. and more
9 n=2168; all respondents; figures in per cent
50
45
26
21
46
39
22
17
46
38
21
16
43
37
20
15
36
29
14
11
Mobile Device Mobile Internet Mobile Survey Survey App
Large city (pop over 1.000.000)
Medium city (pop over 100.000)
Small city (pop over 20.000)
A town
A village
10
MOBILE RESPONDENTS are still far from being
REPRESENTATIVE in regard to basic sociodemography
11
in other words
BLEND MOBILE & ONLINE
in other words
LET THE RESPONDENT DECIDE
in other words
DON’T EXCLUDE ANYONE
STRENGTHS
& LIMITS
what are current
of mobile research
13
3%
22%
25%
29%
55%
69%
Other
Good price-performance ratio
High technical standards
Easy to use
Mobile internet
Many functions in one device
14%
3%
8%
11%
53%
63%
Other
Technology is in development
Usability
Privacy / data protection
Expensive
Numerous functions are not required
PROs CONs
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?
39% 61%
Yes No
DO YOU PLAN TO PURCHASE A SMARTPHONE?
14
4%
32%
35%
46%
47%
50%
Other
Relevance of the topics
To learn something new
General fun in surveys
Good way to spend some time off while waiting
Uncomplicated participation on the way
3%
19%
24%
27%
29%
35%
Other
High loading time
Poor usability
Privacy / data security
Inappropriate occasion
Costs of internet connection
PROs CONs
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?
54% 46%
Yes No
WOULD YOU PARTICIPATE IN A MOBILE SURVEY?
15
WHEN YOU THINK ABOUT INVITATIONS, WHICH
OF THESE POSSIBILITIES COME INTO QUESTION?
When you think about invitations to mobile surveys, which of the following possibilities
come into question?(proponents of mobile surveys | n=1164)
1%
19%
22%
22%
50%
57%
69%
Other
Social networks (e.g. facebook, twitter)
Call of an interviewer
Instant message (e.g. WhatsApp)
With a survey-app
SMS
16
HOW LIKELY WOULD YOU BE TO PARTICIPATE IN
THE FOLLOWING STUDY?
20
20
12
12
9
13
20
18
14
16
15
14
27
24
30
26
32
24
20
25
27
28
30
30
12
14
17
18
15
20
Tracking of location
Tracking of phone calls
Triggered surveys at POS
Upload of mobile photos
Interactive poll in TV show
Regular surveys on way home
How likely would you be to participate in the following study? (proponents of mobile
surveys | n=1164)
- +
17
FACTORS ON OVERALL LIKABILITY TO
PARTICIPATION IN MOBILE STUDIES
And how do you evaluate this study in terms of...? (proponents of mobile
surveys | n=1164 | ß-weights)
0,1
0,2 0,2
0,3
relevance of the study the right occassion for participation
protection of privacy fun while participating
18
COVERAGE
LIKEABILITY to participate in mobile studies
WILL IMPROVE
&
19
we can
SUPPORT & PROMOTE THIS
DEVELOPMENT but we must take into account
INHIBITIONS & BARRIERS
CONCLUSION what is our
?
21
must go together in order to provide
REPRESENTATIVE
ONLINE
MOBILE PANELS
SAMPLES
22
survey apps might be
OPTIONAL SAMPLING TECHNIQUES
in regard to
but
they
are
in regard to
PROMISING NEW APPROACHES
23
we must build up
STRONG RELATIONS with our panel members and
UNDERSTAND their doubts and inexperience with mobile research
24
NEW SKILLS PANEL MANAGEMENT in
the
we require
