at Market Research in the Mobile World Africa 2014
November 5-6, 2014 Cape Town
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://mrmw.net/
3. Mobile Research – What’s the point?
Why switching to mobile fieldwork
makes sense: Case studies and
application
Desre Mann
Jarrod Payne
1November 2014
6. Africa is the post-PC
continent
8%
Of African Households have access to a
computer
Most of these in SA and even then this is only
10 million PC’s
Source: InternetMatters
7. KSA 73%
(Smartphones)
Mobile penetration is high across all of
our key markets
South
Africa 91%
Kenya 82%
Nigeria
78%
Ghana
79%
Egypt 88%
Pakistan
53%
Source: Pew research centre,
11. Millward Brown’s Mobile
journey
First Link
Express
on Mobile
Video
Security
Mobile
redirector
On-the-go
security and
data quality
control
GPS
Introduced
AME
Mobile
Hub
2009
2010
2011
2012
2013
2014
2014
Mobile
brand
health
track
20. Quality Checks
MB sets up parameters on GPS distances between interviews
e.g. For example no one within a 100 meters radius of the initial
If the interview is completed in a shorter time
than expected, the respondent is disqualified.
Fingerprinting devices to ensure top
quality data – prevents duplicate
surveys
Strictest Media control. No one can fast forward / pause /
rewind an ad
Respondents are not able to continue without viewing /
listening.
Sharing the media is impossible.
21. 19
Now FUTURE
PROOF
Cheaper
Better
Faster
Better interview context
More
Representative
• Better access to higher income
• Wider geographic coverage
• No undue influence from
interviewers
Embracing
the new
Promise of incredible advantages!
23. What we did
Collected data from 1000 South Africans on
how they use their mobile phones
- What sites they use
- Where they shop
- Do they use their phones in store
- What sort of information they look for
All to answer the question
“What do we know about mobile
phone use and how can this help
marketers?”
24. South Africans use their
phones a lot!
2.6Hours per day
Amount of time spent using mobile internet or apps
40%
more than the global average
25. Where is the time spent?
Social Media 14.4%
Instant Mess 13.5%
Search 8.0%
Music Download 7.7%
Job Search 7.5%
Online video 7.1%
Email 6.7%
News 5.5%
Fashion 5.1%
Blogs 4.7%
Online Shop 4.5%
Magazines 4.3%
Gaming 4.3%
Sports 3.6%
Banking 3.2%
34. Why do you not shop on your mobile phone?
I like paying cash
Don’t have a credit
card
How do I pay them?
Afraid of scams
Fraud
Identity Theft
Cloning
35. A staggering
74%
of the sample had changed their mind
about buying a product based on
information they looked at on their
mobile phone
36. Negative feedback
results in a
diversion of
product purchase
A switch to cheaper
or “better” products
is also likely
Opportunities for customer
switching are numerous
39. Mobile is the present (and the future)
Trend will continue!
• We can do more than we
thought would be possible
• Data is more accurate (than we
thought possible)
• Faster (than we thought
possible)
It’s a journey, and its an
exciting one!