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Smartphones Now Dominate Mobile Share In Most Developed Countries • 2013 estimates say 1.4 billion smartphones and 268 million tablets in

active use (not just units shipped)• Android leads in smartphones; is in tablets

• EOY 2013 estimates:• 45 million Windows phones; 20 million Blackberries

(3.2% and 1.4%, respectively)• Android = 798 million handsets (57% share); is = 294 million devices

(21% share)

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Geo Surveys

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Behavioral

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Rich Media Uploads

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In-The-Moment Surveys

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Home EthnographyHow comfortable are respondents are with qualitative aspects of mobile research?

Research Now Mobile invited 3,500 panelists to take part in a home ethnography study designed to understand respondents’ willingness to participate in qualitative parts of mobile studies, particularly media uploads.

CASESTUDY

• 679 completes in 2 days, despite the study being long & media intensive

• 97% scanned barcodes

• 99% uploaded pictures

• 82% uploaded audio

• 80% of those with pets uploaded videos

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Sporting Event DiaryHow do researchers collect in-the-moment data at the 2012 Olympics?

Research Now Mobile recruited for 40 respondents to complete two two-day diaries for people at the 2012 Summer Olympics or watching them at bars or at home.

CASESTUDY

• 69 respondents across both diaries

• 62% uploaded images

• 19% uploaded video

• Impressed with detailed open-ended responses

• High level of respondent engagement

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Holistic InsightsHow does a digital newspaper use passive data capture to gain deeper reader insights?

A digital newspaper that caters to tablet users through a newspaper app uses Research Now Mobile+ to send targeted surveys and overlays the survey data with behavioral data for deeper insights.

CASESTUDY

• Behavior data like app downloads, music played, etc. are passively captured.

• Survey data is collected periodically by pushing surveys.

• Data from repeat surveys and passive data capture are tied together for deeper insights.

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Retail SurveysHow does a major CPG company get shopper feedback on their in-store displays?

Research Now Mobile created a mobile survey forshoppers, whose locations were validated by GPSdata, to complete while inside targeted supermarkets.

CASESTUDY

• Respondents uploaded photos of in-store displays and scanned UPC barcodes of products

• Geo-fencing ensured the survey was available only when respondents were in the store, ensuring strong validation and data quality

• Rich In-The-Moment data and insights

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How Do Mobile Panelists Differ from Online?Comparisons (Un-Weighted):

U.S. Panel

Mobile Online Gen Pop Census

Gender Male 51.1% 42.3% 49.2%

Female 48.9% 57.7% 50.8%

Ethnicity Caucasian/White 84.1% 88.5% 72.4%

African American/Black 5.5% 2.7% 12.6%

Hispanic 7.2% 3.2% 16.3%

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Do Mobile Surveys Produce a Different Audience than Online?

• Mobile skews younger

18-24 25-34 35-44 45-54 55-64 65+0%

5%

10%

15%

20%

25%

30%

35%

Online Sample Mobile Sample

18-24 25-34 35-44 45-54 55-64 65+0%

5%

10%

15%

20%

25%

30%

35%

Email Scout Mobile

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How Do Respondents Feel About Mobile Surveys Vs. Other Modalities?

What is your satisfaction with this survey?

Respondents who complete a survey on mobiles are more likely to rate the experience as ‘somewhat’ or ‘very fun’ compared to those completing a more traditional online survey (13% vs. 68%).

Online respondents are more likely to be ‘neutral’ about the entertainment value of the survey (65% vs. 26%).

Boring Somewhat boring

Neutral Somewhat fun

Very fun0%

10%

20%

30%

40%

50%

60%

70%

Online

Mobile

Total

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How Do Respondents Feel about Mobile Surveys Vs. Other Modalities?The entertainment value of the survey is more highly rated across almost all the age groups in our Scout sample, compared to the online sample, which is more closely aligned to mobile ratings.

18-24 25-34 35-44 45-54 55-64 65+

0%

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30%

40%

50%

60%

70%

Fun by Age and Sample Origin

Scout Sample Email Sample Online Combined Mobile Sample

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Are There Device Preferences?Device preference is very heavily skewed by age, with younger age groups from 18 -44 years preferring a mobile device. Over 45 years of age, the preference for computer completion increased exponentially as respondent age increases.

18-24 25-34 35-44 45-54 55-64 65+0%

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20%

30%

40%

50%

60%

70%

80%

90%

100%

Mobile DeviceComputer

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Are There Device Preferences?Mobile sample respondents overwhelmingly prefer mobile devices for completing surveys; the age effect is demonstrated. In the oldest group, 25% of those who completed a survey on a mobile device preferred to complete a study on a computer.

18-24 25-34 35-44 45-54 55-64 65+Mobile Sample

0%

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Mobile DeviceComputer

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Open Ended Response Differences

US Mobile Base %

# of respondents with an answer 86 100 86%

Avgas (non-zero mean) length 18

Those with 1-2 word response 2 100 2%

Those with 5+ word responses 68 100 68%

Those with 10+ word responses 43 100 43%

US Online Base %

# of respondents with an answer 656 663 99%

Avgas (non-zero mean) length 8

Those with 1-2 word response 139 663 21%

Those with 5+ word responses 391 663 59%

Those with 10+ word responses 190 663 29%

Mobile open ends show consistently richer results

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Open Ended Response Differences

UK Mobile Base %

# of respondents with an answer 84 100 84%

Avgas (mean) length 17

Those with 1-2 word response 5 100 5%

Those with 5+ word responses 65 100 65%

Those with 10+ word responses 50 100 50%

UK Online Base %

# of respondents with an answer 861 868 99%

Avgas (mean) length 9

Those with 1-2 word response 146 868 17%

Those with 5+ word responses 541 868 62%

Those with 10+ word responses 309 868 36%

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DesignCollecting the Survey Data: Sampling

• Replicate invitations / quota plans• Five days in field• 6 Minute Median LOI / 89% QR / <3% abandon

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ComparisonComparing the Survey Data (Weighted to Demos)

“What I do at work #MarchMadness RT:@espn: Yes. It is still totally acceptable to fill out brackets all day - http://t.co/G2D1Qzim”

“Its official...#MarchMadness is back! How many of you plan on using @CBSSports "boss button" to hide your habit at work?”

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Do Respondents Answer Differently When Taking Mobile Surveys?Generally, respondents do not have issues completing a survey; only a tiny segment find mobile surveys ‘somewhat’ (5%) or ‘very difficult’ (1%) to complete.

Very difficult Somewhat difficult Neutral Somewhat easy Very easy 0%

10%

20%

30%

40%

50%

60%

70%

80%

Online

Mobile

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How Do Respondents Feel about Mobile Surveys Vs. Other Modalities?While there is very little difference in the ease of use rating between online and mobile respondents, there is a decrease in rating the ease of use score amongst the older respondents.

18-24 25-34 35-44 45-54 55-64 65+0%

10%

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100%

Overall EaseOverall Difficulty

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Conclusions

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Best Practices for Mobile Research

• Sample selection/recruitment• Target your respondents…natural response rates will skew younger, higher income• Use both online and mobile to insure broader representation

• Questionnaire Design• Don’t be fooled: shorter questionnaires are not a ‘rule of thumb’ for mobile• Use a journal approach if you require more

• multiple surveys (dairies) work well• Avoid conjoint if it requires real time ‘pings’ of another server• ≠ flash media in native app tools

• Use of rich media• Keep use of audio, photo or video capture to <5 requests per survey• Enhance open ends….consider audio instead of text responses

• Diary studies, qualitative, secret shopper• Mobile is great for diary & secret shopper work. • 5 to 10 day diaries generate good response rates

• Invites—geo fence, target, venue• Use of reminder invites…best practices

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Are There ‘Downsides’ to Mobile Research?

• Geo locations are great, but plan wisely• Do not plan quick ‘drive bys’ without larger over-samples• Geo invites require lat/long for locations targeted• Tradeoffs of battery life vs. accuracy of measurement

• Avoid conjoint studies or others that require real-time ‘pings’ with other servers• Adaptive conjoint, max diff, etc.

• Survey Length• We see wide length variation.

• Don’t shy away from longer surveys.

• < 10 minutes is recommended or longer with good responses but longer is possible• Multiple point of engagement on mobile over course of time. • Consider diaries

• multiple surveys fused together into one set of results (store visit, in-home use, etc.)• Native app is best confined to high share devices like is or Android devices• Blackberry, other small share devices: limit them to web app today

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Are There ‘Downsides’ to Mobile Research?

• Be prepared to deal with rich media• Showing rich media or capturing rich media…

• …Rich media generates a lot of data• …Be prepared to code, tabulate and analyze audio, video and photos

• Diverse platforms mean you may never achieve 100% coverage• Use “LCD complexity”: confine it to single choice and multi choice if want all devices• Richness of survey vs. device coverage• Cover Android and is; monitor Windows and Blackberry

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