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A US view of Smartphone Research with Global Benchmarks - QOR & Qantas

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  • 1. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by
  • 2. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  • 3. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  • 4. Outline Introduction Results Summary A US View of Smartphone Research with Global Benchmarks Brian Fine 1 Con Menictas 2 1Chairman QOR, Quality Online Research 2Senior Statistician Qantas Loyalty, Qantas Airways Ltd. May 28, 2014 Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 5. Outline Introduction Results Summary 1 Introduction Initial motivation Why the case study? What we tested Visuals Sample 2 Results Enjoyment Likelihood to Do Again Wear Out Mode Variance Logit Models 3 Summary Myths Benefits of Smartphone Research Caveats of Smartphone Research Final Comments Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 6. Outline Introduction Results Summary Initial motivation Why the case study? What we tested Visuals Sample What inspired us We looked at myths about mobile research: too many not to care about. This compelled us to carry out a case study. Previously, we examined Asia i.e., Japan, Korea, China. Today we examine the US, Australia, UK. Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 7. Outline Introduction Results Summary Initial motivation Why the case study? What we tested Visuals Sample We put a number of myths to the test Myth 1 Long surveys can’t be done on mobiles! Myth 2 PC results differ to Mobile. Myth 3 Mobile data not representative or valid. Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 8. Outline Introduction Results Summary Initial motivation Why the case study? What we tested Visuals Sample Because of the importance of mobile devices to market research and today’s data collection Smartphone penetration growing, particularly in developed markets. 40-70% penetration, with USA sitting about average. Penetration levels as high as 80% among younger demographic segments. 2013 Penetration USA Australia UK Japan Korea China Smartphones 56% 65% 49% 42% 68% 55% Table 1 : USA: Pew Research, Jun 2013; Australia: Google, June 2013; UK: eMarketer, April 2013; eMarketer, Japan: May 2013; Korea: Strategy Analytics, June 2013; China: China Internet Watch, 2013; and Nielsen Sep 2013 Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 9. Outline Introduction Results Summary Initial motivation Why the case study? What we tested Visuals Sample The Platforms Smartphones versus PC 1 SMoSM: Smartphone users that were invited to conduct the study on their Smartphone. 2 SMoPC: Smartphone users that were invited to conduct the study on their PC. 3 PC: PC users. Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 10. Outline Introduction Results Summary Initial motivation Why the case study? What we tested Visuals Sample Mobile Phone Screens Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 11. Outline Introduction Results Summary Initial motivation Why the case study? What we tested Visuals Sample Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 12. Outline Introduction Results Summary Initial motivation Why the case study? What we tested Visuals Sample PC Screen Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 13. Outline Introduction Results Summary Initial motivation Why the case study? What we tested Visuals Sample Question types and visual response options Mix of Question Types Mix of Response Options Penetration Single selection Satisfaction Multiple selection Recommendation Drop down box Attitudes Grid selection Demographics Open ended Rating scales Table 2 : Case Study Design Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 14. Outline Introduction Results Summary Initial motivation Why the case study? What we tested Visuals Sample Sample sizes across modes and countries Category USA Australia UK Japan Korea China Total SMoSM 546 493 407 543 642 397 3,028 SMoPC 941 498 1,213 155 510 689 4,006 PC 607 503 734 413 356 171 2,784 TOTAL 2,094 1,494 2,354 1,111 1,508 1,257 9,818 Table 3 : Case Study Sample Sizes (SoS: Smartphone Users on Smartphone; SoPC: Smartphone Users on PC; PC: PC Users; TPC: Total on PC which was General population that includes smartphone owners responding on PC) Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 15. Outline Introduction Results Summary Enjoyment Likelihood to Do Again Wear Out Mode Variance Logit Models Enjoyment as an indicator of validity Figure 1 : Assessing Validity via Enjoyment Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 16. Outline Introduction Results Summary Enjoyment Likelihood to Do Again Wear Out Mode Variance Logit Models Repeatability as an indicator of validity Figure 2 : Assessing Validity via Likelihood of Repeatability Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 17. Outline Introduction Results Summary Enjoyment Likelihood to Do Again Wear Out Mode Variance Logit Models Drop-outs as an indicator of validity Survey Section Smartpone (%) PC (%) Start of survey 0.08 0.19 Demographics 0.02 0.01 1st category 0.00 0.00 2nd category 0.04 0.01 3rd category 0.02 0.01 Final section 0.05 0.01 Total drop outs 0.21 0.22 Total sample 157 664 Table 4 : Assessing Validity via Drop-outs as % of Total Completes Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 18. Outline Introduction Results Summary Enjoyment Likelihood to Do Again Wear Out Mode Variance Logit Models Assessment for difference in results by mode We carried out extensive statistical analysis to assess differences in the quality of data obtained via SMoSM, SMoPC or PC. Very few differences if any! Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 19. Outline Introduction Results Summary Enjoyment Likelihood to Do Again Wear Out Mode Variance Logit Models Comparability across NPS type questions and Mode as an indicator of validity Satisfaction USA Australia UK Mobile    Banks    Insurance    Table 5 : Satisfaction across Country, Category and Mode. Recommendation USA Australia UK Mobile    Banks    Insurance    Table 6 : Recommendation across Country, Category and Mode. Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 20. Outline Introduction Results Summary Enjoyment Likelihood to Do Again Wear Out Mode Variance Logit Models Mode MobileProv FinInst’n MVIns Sample Block 1 Block 4 Block 7 SMoSM 1.95 4.24 4.51 SMoPC 1.94 3.91 4.33 PC 1.97 3.89 4.19 Sample Block 2 Block 5 Block 8 SMoSM 1.96 4.03 3.83 SMoPC 1.96 3.81 4.08 PC 1.97 3.94 4.19 Sample Block 3 Block 6 Block 9 SMoSM 1.98 4.15 4.06 SMoPC 2.00 4.02 3.99 PC 2.00 3.87 4.16 Table 7 : Satisfaction Means by Block Rotation Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 21. Outline Introduction Results Summary Enjoyment Likelihood to Do Again Wear Out Mode Variance Logit Models Attitudes Towards Technology Table 8 : Estimation Results : Logit Variable zAUS zUK zUS DiffKpUpEmail -0.20 1.68 -0.12 DontLkeTwitter -4.36 -5.26 1.97 OnlineIsFuture 3.28 3.81 4.55 WebLimited -0.84 1.23 1.16 PersRelBetThanConn 0.13 2.67 1.20 PrivConc -5.40 -0.76 -1.25 PersIntIT 2.53 1.99 2.30 TechSavv 5.30 4.65 -0.24 LikeSMSabbrev 3.07 1.47 -0.40 ReadOnTechDev 3.91 4.48 2.68 SeekInfOnBlogs 1.02 -0.12 0.97 Intercept -2.66 -10.02 -6.34 Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 22. Outline Introduction Results Summary Enjoyment Likelihood to Do Again Wear Out Mode Variance Logit Models Logits Summary Figure 3 : Z-values to Demonstrate Country Ratios Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 23. Outline Introduction Results Summary Myths Benefits of Smartphone Research Caveats of Smartphone Research Final Comments Myths we aimed to disprove Myths Long held views Our results suggest 1 Long surveys can’t be done on mobiles  2 PC results differ to mobiles  3 Mobile data are not representative or valid  Table 9 : Negativing 3 Myths of Mobile Research Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 24. Outline Introduction Results Summary Myths Benefits of Smartphone Research Caveats of Smartphone Research Final Comments 1 Can a longer survey (eg. 15 minutes) be done on a mobile? Yes! Enjoyment is high. Response rates and drop out rates do not differ. 2 What kind of surveys can be done on mobile? All question types proved viable use of software which adjusts to screen size allows for consistency. 3 Are the data valid? YES! Similar results were achieved. 4 Are the data representative of population? YES! As long as weighting by age and gender is applied. Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 25. Outline Introduction Results Summary Myths Benefits of Smartphone Research Caveats of Smartphone Research Final Comments Device Independence. Convenience for respondents. More immediate response. Speed of survey results. Accessing younger and harder-to-reach demographics. Increased reach as Smartphone penetration increases. Centralised communication social medium of the future. Cost effectiveness - fast and non-invasive medium. Smartphone features lend to more capabilities. Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 26. Outline Introduction Results Summary Myths Benefits of Smartphone Research Caveats of Smartphone Research Final Comments Limitations of smaller screen. (Although 146m Phablets to be sold by 2016 (IHS, 2013)) Some evidence that higher drop out with more complex questions (e.g. grids, multi-selection). Need to adapt questions and software to smaller screen. Smaller pool of potential respondents. May need to calibrate results at mobile brand level. Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 27. Outline Introduction Results Summary Myths Benefits of Smartphone Research Caveats of Smartphone Research Final Comments No need to limit to short 5-minute or SMS surveys! Myths of limitations may be based on historical software limitations. Can reach anyone at any time. Can be fun and likely to retain panellists. Provides valid data, across all sections of a 15-minute questionnaire! Overall Conclusion Smartphone research is a viable alternative to PC research! Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 28. Outline Introduction Results Summary Myths Benefits of Smartphone Research Caveats of Smartphone Research Final Comments Contact Details Brian Fine brian.fine@australiaonlineresearch.com 61 408 672 754 Con Menictas conmenictas@qantas.com.au cmenictas@gmail.com 61 425 339 790 Brian Fine and Con Menictas A US View of Smartphone Research with Global Benchmarks
  • 29. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  • 30. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  • 31. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by