1. 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. 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. 3. Leslie Townsend, Kinesis Survey Technologies, USA Festival of NewMR 2012 - Main Stage Session 1 TheTippingPointIsHere:MobileMarketResearchGoesMainstream 30.74%
4. 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. 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. 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. 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. 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. 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. 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