Engaging with iPhone users using a combination of mobile and online reveals some differences in response

1. Smart Opportunity or not? Use of smartphones in an online research community Dianne Gardiner Managing Director, Latitude Insights (AU)

2. 28% of the smartphone market in the US 28% of mobile enabled market in Australia Nielsen Q3 2010, Nielsen Australia April 2010

3. Our Community Online Research Community (MROC) 112 iPhone users across Australia Feb – Mar 2010 Exploring how being connected anywhere, anytime changes the way people do things

5. By 2011, predictions are that 85% of handsets shipped globally will include some sort of browser. So more of these  Means less time using the internet, on a computer  Gartner: Ten Mobile technologies to watch in 2010-2011

6. Less time on the computer, more on mobile devices 2 in 5 iPhone users are spending less time now on the internet on a computer Internet use since acquiring iPhone

7. It’s made a BIG difference to my life 64% 34%, some difference 2% no difference

8. Has a new door opened to allow us to engage with consumers?

11. Having the choice… Forcing the issue “It’s pretty ironic that a lot of us are using emails & internet more on our iphones, yet still do a lot of iTalk on a pc”

13. Frustration Too hard to navigate Too slow Too hard to reply

14. Speed “I rarely do much in the way of typing on iPhone, not as fast. Basic stuff like facebook updates or typing URLs sure, but not full-on forum posts”

15. Level of detail “I’m inclined 2 give much more detailed responses on computer coz I can touch type so much quicker on a keyboard: thoughts flow easily brain to keyboard, whereas typing with iPhone so sluggish”

16. Consumption not creation “Reading is actually pretty good but typing is slow cause of the virtual keyboard” Bite size bits not the ‘full meal’

17. Testing the waters

18. Comparison of response 86 words 65 words Word count, matched discussion topic

19. Comparison of response 86 words Loremipsum dolor sit amet, consecteturadipiscingelit. In velinterdumturpis. Donec sit amet lacus purus, egetaliquamnisl. In quisrisussederossodalestincidunt in sedtortor. Proinenim lacus, cursus at ultriciesfeugiat, sagittis at augue. Aeneanleonulla, ornareeuultricesquis, conguevelmassa. Vestibulum a nequenisl. Aliquamurnaarcu, dapibus in ullamcorper at, dictum euenim. Curabiturporttitorsem sit ametsemlaciniavestibulum. Quisque non nisi ante, non sagittispurus. Aliquamnecnibhlorem, a sollicitudinenim. 65 words Loremipsum dolor sit amet, consecteturadipiscingelit. In velinterdumturpis. Donec sit amet lacus purus, egetaliquamnisl. In quisrisussederossodalestincidunt in sedtortor. Proinenim lacus, cursus at ultriciesfeugiat, sagittis at augue. Aeneanleonulla, ornareeuultricesquis, conguevelmassa. Vestibulum a nequenisl. Aliquamurnaarcu, dapibus in ullamcorper at, dictum euenim. Word Count – Matched Discussion Topic

20. Comparing Alerts

21. A question of time

22. Immediacy

23. Immediacy 34 minutes <1 minute First response after alert 1 hr, 28 mins 8 hrs, 36m 50% of all responses Surveys were same length, sent three weeks apart on the same day of week.

24. Shorter shelf life 25% BF: 02 2011

25. It’s personal “This is the first time I've ever directly responded to a text message link. I'm not a fan of having companies sms me, I think because I regard sms as a very personal thing reserved only for friends. I prefer to respond to emails”

26. Getting Visual

29. Relevant

30. Unobtrusive

31. But most of all… easySo we have to ask…does mobile improve the MROC experience?

34. Shorter responses

36. Context is critical (moment of truth)

38. Thank you Dianne Gardiner, Managing Director, Latitude Insights email dianne@latitudeinsights.com.auphone + 61 417 323 765twitter @DiGardinerweb www.latitudeinsights.com.au & www.parellelinsights.com