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WWW.NORSTAT.DE
2
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
WHAT IS „MOBILE“? ACTUALLY, WHAT EXACTLY MOBILE?
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VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
THINK ABOUT IT…
Denken ist wie
Googlen
- nur krasser
4
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
WHAT IS „MOBILE“? ACTUALLY, WHAT EXACTLY MOBILE?
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VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
MOBILE
DEVICES
MOBILE
USAGE
MOBILE
RESEARCH
ONLINE / OFFLINE
ACTIVE / PASSIVE
QUALITATIVE / QUANTITATIVE
PLACE
TIME
SOCIAL CONTEXT
MEDIAL CONTEXT
WIRELESS
INPUT DEVICES
OUTPUT DEVICES
SOFTWARE
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VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
AGENDA
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VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
ACTIVE MOBILE-SUBSCRIPTIONS
68
There are 68 active mobile broadband subscribtions per
100 inhabitants in Europe
Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
08
92 86
95 93
86 88 89
82
99 91
84
56 52 51
36 36 35 33 29 31
25 23 22
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Britain U.S. Spain China France Russia Germany Poland CzechRepublic
Italy Brazil India
Own cell phone Thereoff: use the internet regularly on cell phone
Source: http://www.pewresearch.org/daily-number/cell-phones-nearly-universal-in-much-of-the-world/
CELL-PHONE USAGE (Q1/2013)
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WWW.NORSTAT.DE
MOBILE ADAPTION & MARKET SHARE US Smartphone Ownership
No Cell
Phone 17%
Smart phone 35%
Other Cell
Phone 48%
12%
46%
41%
9%
56%
35%
Source: http://www.pewinternet.org/2013/06/05/smartphone-ownership-2013/
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VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
WORLD WIDE MOBILE WEB ADOPTION IS GROWING
THAN WEB ADOPTION DID IN THE 1990S AND EARLY 2000S.
X FASTER 8
Source: http://www.supermonitoring.com/blog/2013/09/23/state-of-mobile-2013-infographic//#tt
11
WWW.NORSTAT.DE
TIME IT TOOK TO REACH 50 MILLION USERS In years
Radio
TV
Internet
Draw Something App
10 5 0 25 20 15 40 35 30
@
38
13
4
3,5
50 days
Source: http://www.localytics.com/blog/2013/mobile-statistics/
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VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
OF ALL EMAILS ARE OPENED ON MOBILE PHONES
28,85%
10,16% ON TABLETS.
Source: http://www.supermonitoring.com/blog/2013/09/23/state-of-mobile-2013-infographic//#tt
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VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
The average age for the first cell phone is now 13.
Source: http://www.supermonitoring.com/blog/2013/09/23/state-of-mobile-2013-infographic//#tt
WWW.NORSTAT.DE
MOBILE IS THE NEW ONLINE NORSTAT CLIENT DAY MILANO 2014
ARE YOU USING MOBILE RESEARCH?
YOU BETTER WOULD…
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VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
THE 3 MODES OF MOBILE USER EXPERIENCE
Source: Mobify Research & Development
REPETITIVE NOW
Users are seeking recurring realtime information, such as stock quotes, sports scores
and auction listenings.
URGENT NOW
Users are seeking urgent information on their mobile
device that is often related to location or activity, mostly
through search engines and recommendation sites like Yelp
or Foursquare.
BORED NOW
Users are seeking distraction, entertainment or connection through a mobile device on
services like Facebook, Instagramm, Twitter or in their
email.
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WWW.NORSTAT.DE
AVERAGE NUMBER OF DEVICES PER PERSON
Source: Norstat Germany Panel
A GERMAN PANEL MEMBER OF NORSTAT HAS AN
AVERAGE OF DEVICES AVAILABLE
(2.1 private + 0.4 business)
2.5
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WWW.NORSTAT.DE
28%
22%
3%
41%
23%
HY2 / 10 HY1 / 11 HY2 / 11 HY1 / 12 HY2 / 12 HY1 / 13 HY2 / 13 HY1 / 14
Total DE UK IT
SHARE OF MOBILE SURVEY STARTERS
Source: consecutive survey within Norstat Panel amongst all new recruits
Italy 23%
Germany
22% UK
41%
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WWW.NORSTAT.DE
RESPONDENTS USE DIFFERENT DEVICES TO CONNECT WITH US, DEPENDING ON MOOD, TIME, PLACE & CONTEXT
IF WE DON‘T WANT TO MISS OUT ON A SIGNIFICANT PART OF OUR SAMPLE, WE HAVE TO MAKE OUR SURVEYS ACCESSIBLE VIA ALL WELL-ESTABLISHED DEVICES!
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WWW.NORSTAT.DE
APP SMS (EXTRA COSTS!)
Survey Invitations per…
(SOCIAL MEDIA)
HOW TO GET IN TOUCH?
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WWW.NORSTAT.DE
THE OPINION PEOPLE APP
KEY ADVANTAGES Additional chanel for survey invitations Especially interesting for younger target groups Possibility to send push messages Potential extensions
Geolocation Passive data collection Social media …
Possibility to withdraw survey invitations if project or certain quota is closed
KEY FACTS BETA Version live in NO & DE International launch (incl. IT) in Q2/2014
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
021
EMAIL INVITATIONS
KEY ADVANTAGES No change to current setup Approx. 40% of all emails are read on a mobile
device today No extra costs for clients and Norstat Respondents do not have to download APP –
everyone has an email-address
IMPORTANT: use responsive email-design or plain text!
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
022
SMS INVITATIONS
KEY FACTS Short response latencies Plain & easy
Good for immediate response and where short
term call for action is required (e.g. approval of focus group participation or TV show live feedback, …)
Extra costs included!
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VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
MOBILE FRIENDLY ONLINE SURVEYS
USER
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WWW.NORSTAT.DE
DO DON‘T
USER FRIENDLY ONLINE SURVEYS
SHORT SURVEYS (UP TO 10 MINS)
SHORT QUESTION TEXTES (RULES OF THUMB: TWITTER = 140 LETTERS)
USE FILTERS TO AVOID UNNECCESARY QUESTIONS
USE INNOVATIVE QUESTION TYPES INSTEAD OF GRID QUESTIONS
HTML 5
LONG SURVEYS
LONG QUESTION TEXTES AND EXPLANATIONS
GRID QUESTIONS AND ALL OTHER CONFUSING QUESTION TYPES
NUMEROUS OPEN QUESTIONS
FLASH QUESTIONNAIRES
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WWW.NORSTAT.DE
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WWW.NORSTAT.DE
AND WHAT ABOUT QUALITY & PERFORMANCE
Taking a survey mobile takes approx.
30% longer than on stationary devices
Dropout rates are (currently!) approx.
10% higher than in „normal“ surveys
Only moderate implications on data
quality compared to stationary devices:
Higher variance in grid questions
Approx. 15% less text in open-
ended questions
Higher item-non-response (don‘t
know or N/A)
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VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
MOBILE THE NEW ONLINE!
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VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
MOBILE THE NEW ONLINE!
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VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
LOCATION BASED
RESEARCH
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VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
MOBILE THE NEW ONLINE!
NETNOGRAPHY RESEARCH
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VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
MOBILE THE NEW ONLINE!