Embed Size (px)
Citation preview
Researching the impact of Mobile Optimisation
Pete Cape, Research Now SSI28th June 2018
What we have done
Unprecedented collaborative effort between MRS and 4 panel organisations:
• Lightspeed• Lucid• Research Now SSI• Toluna
MRS collated and aggregated two years of international panel data identifying response patterns between devices by age and country
2
3
What we found…abandon rates
Topline Outcomes:• Mobile phone
completions 22% of all completes in 2017, up from 16% in 2016
• All companies experienced an uplift in mobile phone completes
• Participants more likely to abandon mobile phone than PC
71.4%
65.6%
22.7%29.0%
78.8%72.7%
16.1%22.2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
PC 2016 PC 2017 Phone 2016 Phone 2017
Total Starts & Completes
Starts Completes
4
What we found…efficiency by age
Topline Outcomes:• In 2017, efficiency is
similar across age groups
• There have been improvements with the older age groups
• Steady decline in the share of mobile phone completions across all age groups
• Females in all age groups more likely to both start and complete by mobile
21%
19%
19%
20%
25%
22%
23%
22%
21%
25%
27%
33%
32%
29%
0% 5% 10% 15% 20% 25% 30% 35%
18-24
25-29
30-39
40-49
50-59
60+
TOTAL
EFFICIENCY REDUCTION FOR PHONE STARTS TO COMPLETES
2016 2017
5
What we found…efficiency by country
Topline Outcomes:• The three countries with
the highest share of mobile phone completions are Sweden, UK and US
• The three countries with the lowest share of mobile phone completions are Russia, Poland and China29%
35%
43%
28%
29%
14%
27%
28%
43%
23%
15%
12%
15%
12%
23%
43%
36%
42%
37%
34%
24%
39%
32%
44%
37%
8%
24%
16%
20%
29%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
POLAND
CHINA
RUSSIA
MEXICO
FRANCE
AUSTRALIA
INDIA
GERMANY
BRAZIL
ITALY
JAPAN
UK
US
SWEDEN
TOTAL
EFFICIENCY REDUCTION FOR PHONE STARTS TO COMPLETES
2016 2017
What is going on? And where do we go from here?Panel Pete Cape, Global Knowledge Director, Research Now SSI Chris Stevens, Chief Quality Officer, Lightspeed Courtney Williams, Executive Director, Quality, Lucid Nathan Wimble, Director UK, Market Research, Toluna
