Smart opportunity or not mrmw2010 (slideshare)

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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

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  • 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
  • 4.
  • 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?
  • 9.
  • 10.
  • 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”
  • 12.
  • 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
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    65 words
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    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
  • 27.
  • 28. “I’ll tell you what I want, what I really, really want”
    Whether via a computer or mobile, participants want research to be
    So we have to ask…does mobile improve the MROC experience?
  • 32.
  • 33. To mobile, or not to mobile?
    In the context of an MROC mobile delivers…
    • More immediate response
    • 34. Shorter responses
    • 35. Lower level of overall response
    It is best applied to uses…
    • Where timing is critical
    • 36. Context is critical (moment of truth)
    • 37. Other input is sought
  • Avoiding barriers to participation
    Forcing the issue
  • 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