Research Today...And Tomorrow…o Smartphone penetration rate 30% to 50% (specifically in the US, UK, France, Sweden and Australia)o In the US and UK, approximately 7% of web browsing is now occurring on non-computer i.e., mobile devices (smartphones and tablets)
Market Penetration of Mobile Devices Market Penetration Worldwide (millions) 1,600 Number of Owners (millions) 1,400 1,200 1,000 800 600 400 200 0 Computer Smartphone Tablet Device Type
Technology Paradigm Shifto “through the last quarter, I should say, which is just 2 years after we shipped the initial iPad, we’ve sold 67 million iPads. And to put that in some context, it took us 24 years to sell that many Macs and 5 years for that many iPods and over 3 years for that many iPhones. And we were extremely happy with the trajectory on all of those products. And so I think it’s [the iPad] a profound product.” (Tim Cook, Apple)
Key Questions1. How might smartphone and tablet devices affect the way we need to think about fielding online research?2. To what extent are these devices used to access our surveys today?3. Are there differences in device used by market, age or gender?4. What difference does the use of mobile devices make to the survey experience or results?5. Which devices do respondents prefer to use, and is the market research industry meeting their needs?6. As an industry, what do we need to know and what do we need to do about it?
MethodologyPart 1 – Determine Device Usage o Which devices are being used by panelists? o n ≈ 150 000 surveyed respondents in four markets: US, UK, Sweden and France o Additional data from automatic device detection, both from Cint’s OpinionHUB as well as custom panels managed by EasyInsitesPart 2 – Examine Differences In Results o Parallel survey using the same questionnaire across four different devices: Computer (desktop/laptop), smartphone, tablet and a specific mobile phone application (+mobile) o Fielded in the US, UK, France, Sweden and Australia
Part 1: Device UsageWhich Devices Are Being Used?
Part 1 – Which Devices Are Being Used?o Surveyed 149,829 panelists in four markets: US, UK, Sweden and Franceo Which best describes the device you are currently using to take this survey? Desktop computer or laptop Tablet/Notepad (e.g. iPad, computer Samsung Galaxy, Kindle Fire, Smartphone (e.g. Android, etc) iPhone, blackberry) or Other cellphone with internet access
Sample Distribution Country Gender 3%USA 1% 33%FR MaleSE 5% FemaleUK 91% Age 67% 23% 6% 14-22 23% 23-35 36-55 48% 56-80
Device Distribution – All Marketso The computer was the most commonly used device to access the surveyo Smartphones and tablets were the devices used by almost 7% of respondents Overall Device Distribution 2.3% Computer 4.6% Smartphone Tablet 92.6%
Device Distribution – By Marketo France has the lowest usage of both smartphones (3.5%) and tablets (1.5%)o Highest level of smartphone usage is in Sweden (10.4%)o Respondents in United Kingdom used tablets the most (2.5%) 100% 80% Respondents (%) 60% Computer 40% Smartphone Tablet 20% 0% FR SE UK USA Country/Market
Device Distribution – Age and Gender Device Distribution by Age Device Distribution by Gender100% 100%80% 80%60% Computer 60%40% Smartphone 40% Tablet20% 20% 0% 0% 14-22 23-35 36-55 56-80 Men Women Age Group Gender
Part 2: Parallel SurveyAre there differences in survey results between devices?
Background/Methodologyo 3-4 minute survey in the US, UK, France, Sweden and Australiao Question types optimised for each deviceo Quotas on device typeo 3,609 respondents from a variety of online panels Devices Used to Respond to Survey300 Computer200 Smartphone100 Tablet Thumbspeak +mobile 0 UK USA Sweden Australia France
Problems In Answering Surveys Have you ever had problems participating in surveys on your preferred device?100%80% Computer60% Smartphone40%20% Tablet 0% Have experienced problems
Problems Named In Answering SurveysComputers:o No systematic problems with survey design and formatSmartphones:o Most important: lack of support for Flasho Small screen sizeTablets:o Most important: lack of support for Flasho Inability to use drag-and-drop question
Preferred Devices Which one of these devices do you prefer to use when answering online surveys?100%80%60%40%20% 0% Computer Smartphone Tablet
Device Preferred by Device Used Which one of these devices do you prefer to use when answering online surveys? Prefer computer100%80% Prefer smartphone60% Prefer tablet40%20% Other 0% Used Used Used tablet Prefer Used computer smartphone +mobile thumbspeak
Devices Used To Access Internet Which of the below devices do you use regularly to access the internet?100% Prefer computer80%60% Prefer smartphone40% Prefer tablet20% 0% Computer Smartphone Tablet
Early Adopters of Technology o Differences in innovation attitudes between devices o Non-optimised surveys could bias results Innovation attitudes by preferred device100%80% Prefer computer60% Prefer smartphone40%20% Prefer tablet 0% Early adopters Early majority Late majority None of the above
Consumer Segmentationo Tablet users are thorough and enjoy shoppingo Tablet and +mobile app users go for expensive brandso No differences in product/brand loyaltyo Backed up by a large Adobe study showing 20% + higher basket values on tablets vs computers and similar buy conversion rates. Weighted (Age and Gender) scores on 1-5 scale 5.00 4.00 3.00 Computer 2.00 Smartphone 1.00 Tablet Thorough and Go for Tends to stay +mobile Thumbspeak enjoyful expensive with shoppers brands product/brand
Time Taken - Checkbox and Radio Buttons o Take 15-30% longer on smartphones vs. computers o Tablets quicker than smartphones as internet access is typically wi-fi vs. 3G for smartphones o Tablets are marginally quicker than computers due to consistently modern browsers (unlike some older computer browsers like Internet Explorer 7/8)
Time Taken - Open Endso Takes 30-40% longer on smartphones vs. computers and 20- 30% longer on tablets vs. computerso Touch-typing with smartphones and tablets, and restricted screen size on smartphones slow down open ends
Time Taken – Table Type QuestionsComputer / Tablet
Time Taken – Table Type Questions This question took 60% longer on smartphones than computers (applies to tables of radio buttons / likert scales / checkbox tables)
Time Taken – Drop Down Questions For smartphones, display drop-down lists used due to width and fact that side by side buttons difficult to touch correctly (and poses some expressed difficulty by respondents using this question type on tablets)
Key Findingso Increasing use of smartphone and tablet devices to access the interneto Nearly half of panelists would prefer to take surveys on one of these newer devices, optimised design means increased participation from an audience of wealthier shopperso Survey design for smartphones and tablets – keep it simpleo Surveys optimised for these devices can be easy to complete and provide a positive experience for respondentso Making these surveys accessible and workable across devices is required to sample the complete market
Best Practiceso Optimise the survey for each device type separatelyo Route respondents to the relevant survey version, based on detected deviceo In an ideal world, use a specific survey applicationFor smartphone and tablet devices …o Avoid Flash-based surveyso Use appropriate question typeso Test the survey on a range of deviceso Consider the incentive: surveys may take longer on these newer devices
Future Researcho Research on longer surveys, where the problems and affects on completion time differences are more likely to occuro Research in other parts of the world, including Asia and Latin Americao Research on optimising methods of driving traffic to surveys: o Value of mobile optimised html invites o In-app push notifications vs email invitationso Continuous need for further research and best practices development, as device use and technologies are changing rapidly!