Mobile Research Going Mainstream: Perspectives from on the Ground in Asia - Decision Fuel

Proudly supported by Kantar, the Leader in Mobile Marketing Research

January 30-31, 2013

Kuala Lumpur, Malaysia

Asia-Pacific Edition 2013 WWW.MRMW.NET

Organized by

TM

Thank you to our sponsors!

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Association Partners

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Paddy Corr #paddyfields MRMW Kuala Lumpur - 30 January 2013

Mobile Research Going Mainstream:

Perspectives from on the Ground in Asia

bite-sized mobile research

Hong Kong | Shanghai | Singapore

Decision Fuel is a consumer insights platform.

We use mobile to make trusted market research

simple, fast and affordable.

Idea to insight in <24hrs.

Focus on Asia.

10m responses.

4 Mobile Research Going Mainstream – Perspectives from Asia 4

India China Korea Singapore Australia New

Zealand

Q4

2011

Q4

2012

Q4

2011

Q4

2012

Q4

2011

Q4

2012

Q4

2011

Q4

2012

Q4

2011

Q4

2012

Q4

2011

Q4

2012

15 - 19 34% 22% 16% 9% 14% 15% 7% 5% 8% 3% 21% 6%

20 - 24 36% 36% 29% 24% 17% 12% 16% 8% 13% 11% 26% 12%

25 - 34 23% 29% 36% 44% 39% 30% 41% 30% 27% 30% 28% 31%

35+ 7% 13% 18% 22% 30% 43% 36% 58% 52% 56% 25% 52%

Mobile web usage is already mainstream: Huge demographic shift in the past year

Source: Inmobi Mobile Media Study, Wave 2, Q4 2012


On many metrics, mobile research is also moving mainstream…

Many familiar research situations

where mobile has proven its

worth…

Variety of Ways to Deploy

Mobile flexible enough to deploy

in every one of Asia’s key

markets...

Array of Asian Markets

Clients from MNC’s, agencies,

local companies, SMEs, further

education, design companies,

non-profits…

Range of Clients

Korea

PRC Taiwan

India Thailand

Malaysia

Indonesia

Singapore

Hong Kong

Australia

NZ

Japan

Vietnam

Philippines


But these things won’t engage an MRMW audience at the end of a long day…!


What’s different about mobile’s research role in Asia?

Is it really the ‘next big thing’? What will that look like?


For many of us, we spend a lot of time – quite rightly – on the following…

Building capable technology platforms Regional presence and understanding

Data quality

Quant & qual elements

…these are clearly important. On their own, they aren’t enough to make mobile the ‘next big thing’ in Asia


For us, mobile going TRULY mainstream (i.e. the next big thing) means…

Replicating standard market

research

(at least, not all the time)

Embracing what makes mobile unique, what makes it shine


Some areas where mobile can shine

Small is beautiful…

Access places & situations that other research cannot reach…

Building rich consumer insight in a fraction of the time…

Keeping it simple…

Ability to automate…


Case studies that let mobile shine

1. Not trying to ‘recreate’ regular research

2. The common-sense antidote to BIG DATA mayhem

3. Letting ASIA lead the way

“Pop-up Ratings” …mobile unlocking this important research occasion: gathering data at specific points in time (eg when they experience a brand, in a specific daypart, during TV show, etc.).

Client & Research Context • A major instant beverage brand in China

• Investigating ‘time of day’ consumption behaviour (eg brand/category preferences)

• Rapid, direct access to sample during/just after consumption

• Keen to understand context for category participation/brand choice for morning coffee in China

• Want access to feature phone as well as smartphone users

• Two specific cities in China

Case #1: Mobile not trying to ‘recreate’ regular research

Understanding the morning coffee as it happens…

7:15AM Double shot Americano

Between gym & office

12

Decision Fuel in action Results and Impact

(continued)

In-the-moment beverage consumption

■ Highlighted key differences in consumption behavior &

preferences between key cities, genders and early

and late risers

■ Identified primary consumption channels,

relative beverage share and consumption drivers at

different time slices

Similar Applications

Other potential examples:

■ Brands looking for precise

segmentation across specific time domains

■ Brands looking for

behavioral and occasion based opportunities specific

to times of day

■ Sample of 600 consumers via in the moment mobile

survey conducted between 6am and 11am, collecting

consumption behavior data in 30 minute slices

■ Recruited via Decision Fuel

mobile panel and partner mobile ad networks

Product features used

■ Rapid deployment and turnaround

■ Analytics & interpretation of results

■ Time specific, in-the-

moment data collection

Decision Fuel Overview : April/May 2012

4"

TM#

Source:#Decision#Fuel#research,#March#2012,#sample#n#=#610#

0%"

10%"

20%"

30%"

40%"

50%"

60%"

70%"

80%"

6,7"AM" 7,8"AM" 8,9"AM" 9,10"AM" 10,11"AM"

Incidence 6(7*AM 7(8*AM 8(9*AM 9(10*AM 10(11*AM

xxx 18% 25% 30% 31% 55%

yyy 28% 23% 27% 34% 74%

zzz 17% 23% 23% 21% 67%

Xxx#have#earlier#and#more#active#morning#beverage#consumption#than#yyyy#

When%was%the%last%time%you%had%a%beverage?%%

% of consumers

3"

TM#

0%"

10%"

20%"

30%"

40%"

50%"

60%"

70%"

6+7am" 7+8am" 8+9am" 9+10am" 10+11am"

Beverage"7"(5%)"

Beverage"6"(13%)"

Beverage"5"(11%)"

Beverage"4"(10%)"

Beverage"3"(16%)"

Beverage"2"(19%)"

Beverag"1"(28%)"

Source:#Decision#Fuel#research,#March#2012,#sample#n#=#418#

Although(xxx(represents(the(largest(share,(particularly(in(the(key(10711am(period,(morning(beverage(consumption(is(quite(fragmented((

When%was%the%last%time%you%had%a%beverage?%What%beverage%(excluding%water)%did%you%drink?%

% of consumers

10:30AM Small skimmed capuccino

Meeting friends in town

Mobile shines: A simple, in-the-moment measure for beverage consumption

Mobile uniquely-placed & capable: - Time-specific recruitment & fieldwork - Rapid response times of mobile - Convenient and simple (minimal prep/setup)

Context

• Understand impact of recent food scandal buzz (online, social) on KFC’s brand and consumer purchase intent

• Define KFC’s brand strength and attributes

• Current vs expected future consumption of

Product Application & Services Used

• 1,275 consumers China, recruited via Decision Fuel’s panel

• Rapid survey design, extensive data analysis and final report support

• End-to-end in <24hrs

Case #2: KFC China Food Scandal Bite-sized mobile as the antidote to BIG DATA mayhem

15 Mobile Research Going Mainstream – Perspectives from Asia 15 15

Results & Impact • KFC remained a top 3 brand amongst Chinese consumers • Contrary to SNS buzz and overwhelming negative online outcry, KFC is still considered a top tier quick

serve brand on key metrics like taste, value for money and food safety • Particular strength among core, regular clientele

Mobile shines: Navigates the big data deluge, assesses the ‘real’ impact


Case #3: Asia leading the way Asia is ready to lead NOT follow in mobile research

Respondents Ready: Mobile Media Study Wave 2

Clients Ready: Some thoughts based on our experience


100

100 85

41

39

32

6.6 HOURS OF MEDIA PER DAY

THE AVERAGE APAC MOBILE WEB USER CONSUMES

Using mobile (ex SMS/calls)

Watching TV

Listening to Radio

Online via desktop/laptop

Reading Magazines /Newspapers

Tablet devices

minutes

minutes minutes

minutes

minutes

minutes

Sample size: n=8,924

Mobile right at the top of individual media consumption…


COMMUNICATION

Email, Facebook, Twitter etc.

62% 26%

SHOPPING

Travel, purchases, banking etc.

21% 50%

For Asia’s mobile web users, mobile is the PREFERRED MEDIUM for key activities

ENTERTAINMENT

Videos, games, music etc.

44% 29% 12%

GETTING INFO

Sports, news etc.

41% 31% 13%



20%

37%

18%

16%

15%

14%

15%

10%

27%

30%

36%

25%

23%

24%

23%

22%

33%

24%

36%

39%

37%

33%

37%

33%

13%

5%

8%

12%

15%

15%

18%

22%

7%

4%

2%

8%

9%

14%

8%

12%

APAC

India

Korea

Singapore

New Zealand

Australia

China

Japan

Completely Agree Somewhat Agree Neutral

Somewhat Disagree Completely Disagree

How do you feel about the following statement: “I am usually the first among my friends to acquire new technology”?

Sample size: APAC n=8,744; Australia n=990; China n=1,973; India n=1,912; Japan n=1,005; Korea n=1,368; New Zealand n=756; Singapore n=739

This new wave of mobile web users in Asia isn’t just about early adopters

‘Regular’ consumers


WHERE?

29% in a meeting or class

43% social event

89% Waiting

for something

83%

Lying in bed

45% Spending time with family

30% in the bathroom

62% Commuting

45% Shopping

58% While watching TV


Mobile is an important companion, particularly for the in between times


58%

69%

66%

63%

58%

54%

54%

50%

APAC

New Zealand

Australia

India

Japan

China

Singapore

Korea

For mobile activities like surfing the web (excludes calls and SMS), do you typically use your mobile when…watching TV

Dual screen activity between mobile & TV is common in APAC markets

Sample size: APAC n=8,924; Australia n=1,008; China n=2,001; India n=2,004; Japan n=1,010; Korea n=1,381; New Zealand n=763; Singapore n=757


If this is what Asia’s consumers are doing… what are we doing to access, understand

and use that information?

(Or are we trying to do more of the same research we’ve always done?)


Clients open to challenging the ‘established order’ of how insights are traditionally delivered.

Huge potential: enormous component of global market research growth coming from Asia

Infrastructure: mobile has the reach in Asian markets where other methods often struggle

Asia’s research buyers…

…more ready than most for mobile?

Asia shaping what mobile research can become? Asia’s clients are ready

A CALL TO ACTION FOR TAKING MOBILE RESEARCH MAINSTREAM IN ASIA

Create genuinely new insight

opportunities (not just new

versions of the same old)

Design for mobile, don’t just

force fit existing research

Asia can lead the way – let it!

Do it now, don’t just wait and

see

Paddy Corr Co-Founder & Managing Director

[email protected]

Colin Marson Co-Founder & Managing Director

[email protected]

bite-sized mobile research

MRMW Asia, January 2013 THANK YOU!

Thank you to our sponsors!

Title Sponsor Platinum Sponsor Gold Sponsors

Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor

Association Partners

Media Partners

Proudly supported by Kantar, the Leader in Mobile Marketing Research

January 30-31, 2013

Kuala Lumpur, Malaysia

Asia-Pacific Edition 2013 WWW.MRMW.NET

Organized by

TM

Technology

Mobile Research Going Mainstream: Perspectives from on the Ground in Asia - Decision Fuel