10 things you need to know about Mobile Research...

1. Welcome
Mr. Kris Hartvigsen

2. Welcome to a Seminar on
Social Media & Online Communities
Mobile best
practices and
stories

5. Two predictions
There will be more smartphones than
humans by the end of 2014
+
The average mobile connection speed will
surpass 1 Mbps in 2014

6. Mobile email will account for 10 to 30% of email opens.
Emailmonday.com, 2011
Source: eDialog and Lightspeed Research

8. Mobile Research
Learnings and Best Practice

9. SMS Surveys
Applications
Mobile Web

10. 10 LEARNINGS FROM
RESEARCH-ON-RESEARCH

11. Mobile web survey platform
touch and non-touch mobile interfaces

12. 1 Given the choice, 1 in 9 will
take a mobile survey

14. 2 Mobile respondents are
younger and more female

15. Gender Age
Mobile
Desktop

16. 3 Mobile respondents are also just
more into mobile

17. smartphone owners who took our test studies
on mobile devices were more likely to use
their mobile for music, photos,
internet browsing, app downloads
and games

18. Mobile respondents take the survey
4 straight away*
* almost

19. Amongst those who choose desktop, 58%
answered the survey the first day it launched
Amongst those who choose mobile, 88%
answered it the first day

20. Mobile respondents are ... er ...
5 mobile (kind of)

21. Amongst those who chose desktop, 97%
answered the survey at home or at work
Amongst those who chose mobile, 15%
answered fromtransit or somewhere
other than home or work

22. Mobile surveys take longer to
6 complete

23. Every 2 minutes of survey on a desktop
equates to 3 minutes on a mobile device

24. Slightly more drop out from
7 mobile surveys

25. But survey length has no effect on dropout rate
at least not up to the 9 ½ minute mark
% dropped out in survey
4% 5% 4% 0%
Short Medium Long Desktop
(4 min) (6 min) (9.5 min)(6 min)
Mobile

26. Mobile surveys are relatively
8 enjoyable

27. “This survey was fun to complete”

28. Data from mobile and desktop
9 surveys is comparable

29. No statistical difference
between mobile and desktop
data across virtually all
question types

30. Blackberries and iPhones
10 really are different

31. Median length of survey, in minutes
“This survey was fun to complete.” “This survey was more enjoyable than most.”

32. 3 TIPS FOR BEST PRACTICE IN
MOBILE SURVEY DESIGN

33. 1. MAXIMISE SCREEN REAL ESTATE
banners
branding
logos

34. 2. MINIMISE SCROLLING
multiple questions
long choice lists
grid options

35. 3. OPTIMISE USE OF IMAGES
never a nice-to-have
re-size and compress
re-think survey design

36. So ...
Mobile research is a new frontier that needs careful
exploration
Well designed interfaces are key to engaging
respondents properly
You cannot just assume equivalence of data - you need
proof