Your SlideShare is downloading. ×
0
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Smart opportunity or not mrmw2010 (slideshare)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Smart opportunity or not mrmw2010 (slideshare)

1,282

Published on

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

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

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,282
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  1. Smart Opportunity or not?<br />Use of smartphones in an online research community <br />Dianne Gardiner<br />Managing Director, Latitude Insights (AU) <br />
  2. 28% of the smartphone market in the US<br />28% of mobile enabled market in Australia<br />Nielsen Q3 2010, Nielsen Australia April 2010<br />
  3. Our Community <br />Online Research Community (MROC)<br />112 iPhone users across Australia<br />Feb – Mar 2010<br />Exploring how being connected anywhere, anytime changes the way people do things<br />
  4. By 2011, predictions are that 85% of handsets shipped globally will include some sort of browser. <br />So more of these <br />Means less time using the internet, on a computer <br />Gartner: Ten Mobile technologies to watch in 2010-2011<br />
  5. Less time on the computer, <br />more on mobile devices<br />2 in 5 iPhone users are spending less time now on the internet on a computer<br />Internet use since acquiring iPhone<br />
  6. It’s made a BIG difference to my life <br />64%<br />34%, some difference<br />2% no difference<br />
  7. Has a new door opened to allow us to engage with consumers?<br />
  8. Having the choice… <br />Forcing the issue<br />“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”<br />
  9. Frustration<br />Too hard to navigate <br />Too slow <br />Too hard to reply <br />
  10. Speed<br />“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”<br />
  11. Level of detail <br />“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” <br />
  12. Consumption not creation <br />“Reading is actually pretty good but typing is slow cause of the virtual keyboard” <br />Bite size bits<br />not the ‘full meal’<br />
  13. Testing the waters<br />
  14. Comparison of response<br />86 words<br />65 words<br />Word count, matched discussion topic <br />
  15. Comparison of response<br />86 words<br />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. <br />65 words<br />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. <br />Word Count – Matched Discussion Topic<br />
  16. Comparing Alerts<br />
  17. A question of time<br />
  18. Immediacy <br />
  19. Immediacy <br />34 minutes<br /><1 minute<br />First response after alert<br />1 hr, 28 mins<br />8 hrs, 36m<br />50% of all responses <br />Surveys were same length, sent three weeks apart on the same day of week.<br />
  20. Shorter shelf life <br />25% <br />BF: 02 2011<br />
  21. It’s personal <br />“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”<br />
  22. Getting Visual<br />
  23. “I’ll tell you what I want, what I really, really want”<br />Whether via a computer or mobile, participants want research to be <br /><ul><li>Simple
  24. Relevant
  25. Unobtrusive
  26. But most of all… easy</li></ul>So we have to ask…does mobile improve the MROC experience?<br />
  27. To mobile, or not to mobile?<br />In the context of an MROC mobile delivers…<br /><ul><li>More immediate response
  28. Shorter responses
  29. Lower level of overall response</li></ul>It is best applied to uses…<br /><ul><li>Where timing is critical
  30. Context is critical (moment of truth)
  31. Other input is sought </li></li></ul><li>Avoiding barriers to participation <br />Forcing the issue<br />
  32. Thank you<br />Dianne Gardiner, Managing Director, Latitude Insights email dianne@latitudeinsights.com.auphone + 61 417 323 765twitter @DiGardinerweb www.latitudeinsights.com.au & www.parellelinsights.com<br />

×