Smart opportunity or not mrmw2010 (slideshare)

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

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

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

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

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

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

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

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”

Frustration
Too hard to navigate
Too slow
Too hard to reply

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”

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”

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

Testing the waters

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

Comparison of response
86 words
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65 words
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Word Count – Matched Discussion Topic

Comparing Alerts

A question of time

Immediacy

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.

Shorter shelf life
25%
BF: 02 2011

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”

Getting Visual

“I’ll tell you what I want, what I really, really want”
Whether via a computer or mobile, participants want research to be
Simple
Relevant
Unobtrusive
But most of all… easy
So we have to ask…does mobile improve the MROC experience?

To mobile, or not to mobile?
In the context of an MROC mobile delivers…
More immediate response
Shorter responses
Lower level of overall response
It is best applied to uses…
Where timing is critical
Context is critical (moment of truth)
Other input is sought

Avoiding barriers to participation
Forcing the issue

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

Smart opportunity or not mrmw2010 (slideshare)

by Latitude Insights on Jan 27, 2011

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