Sue York Research Innovation 2016

MobileResearchinaGlobalContext–NewMRWebinarSueYork,TheHandbookofMobileMarketResearch,2016

MobileResearchinaGlobalContext

SueYorkTheHandbookofMobile

MarketResearch

7December2016


Today–TheWorld!


DimensionsofMobileResearch

•  Voicevs.Selfcomplete

•  Mobileonlyvs.DualMode

•  SmartphoneorTabletvs.OtherMobile

•  Browservs.App•  Qualvs.Quant


Mobile...

Thefastestgrowingtechinhistory


Mobile...

Insomecountriesmorepeoplehaveaccesstomobileservicesthan...

Bankaccounts

Electricity

CleanWater(WorldBank,2012)


GoingMobileGloballyTheChecklistWho

What

How



What

How


Who

7billionmobiledevices

7.6billionpeople


UsefulReferences

hQp://www.itu.int/en/ITU-D/StaVsVcs/Documents/publicaVons/misr2016/MISR2016-w4.pdf


LargevariaMonsacrosstheWorldBahrain,UAE,RepublicofKorea&Malaysiahaveveryhighmobilephoneownership

Myanmar(2015) 39%(15to65)

Bangladesh(2015) 40%(15plus)

Source:ITUMeasuringtheInformaVonSocietyReport2016



ITU-ICTDevelopmentIndex


Whynot?NotaffordableBrokenphoneorstolenDon’tneedoneQualityandcoverageTechskillsOperatortrustSource:ITUMeasuringtheInformaVonSocietyReport2016


Lesslikelytobeonmobile•  Lowestincome

•  Ruralareas•  Old(everywhere)&Young•  LowereducaVonlevels•  Women–insomecountriesSource:ITUMeasuringtheInformaVonSocietyReport2016


But...

RememberthatthesituaMoncan...

CHANGE...

Quickly





What

How


MobileDeviceTypes

Smartphones(2Billion–30%ofMobiles)

BellsandWhistles

Basic

OtherPhones


SmartphoneOperaMngSystems2016Q2Sales

Android 88%

iOS 12%

Source:hQps://www.idc.com/prodserv/smartphone-os-market-share.jsp



What

How


How

•  Contracts•  IncenVves•  Recruitment

•  LawsandRegulaVons•  Language&Literacy&Script•  Localknow-how


Who

What

How

þþþ

GoingMobileGloballyTheChecklist


ThankYou!

FollowmeonTwiXer@1sue3

Checkout

www.amazon.com/Handbook-Mobile-Market-Research-Researchers/dp/1118935624


Q&A

RayPoynterTheFuturePlace

SueYorkTheHandbookof

MobileMarketResearch

Education

Sue York Research Innovation 2016