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Understanding the new paradigm: How to incorporate mobile research into our industry - SingTel & Vision Critical
 

Understanding the new paradigm: How to incorporate mobile research into our industry - SingTel & Vision Critical

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Presented by Melissa Gil, Director, Customer Intelligence, SingTel ...

Presented by Melissa Gil, Director, Customer Intelligence, SingTel
& Bruce Wells, Managing Director and President, Asia, Vision Critical
at Market Research in the Mobile World Asia-Pacific
30-31 January 2013, Kuala Lumpur, Malaysia

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net

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    Understanding the new paradigm: How to incorporate mobile research into our industry - SingTel & Vision Critical Understanding the new paradigm: How to incorporate mobile research into our industry - SingTel & Vision Critical Presentation Transcript

    • TM Proudly supported by Kantar, the Leader in Mobile Marketing Research January 30-31, 2013 Kuala Lumpur, Malaysia Organized byAsia-Pacific Edition 2013 WWW.MRMW.NET
    • Thank you to our sponsors!Title Sponsor Platinum Sponsor Gold SponsorsSilver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor Association Partners Media Partners
    • Understanding the new paradigmHow to incorporate mobile research into our industry Presented by: Melissa Gil Director, Customer Intelligence L!ving Analytics, Group D!gital L!fe SingTel Bruce Wells Managing Director and President, Asia Vision Critical 31 January 2013
    • The Engagement Model Has Changed
    • Respondents are people We care about themWe want them to have a good experience
    • Singtel Digital Advisors
    • The SingTel Digital Advisors Experience Connecting Brand & Customer Resulting in Through Interesting, Better,Building Customer Convenient & Engagement Iterative & Relevant Activities Continuous Learning
    • SingTel Digital AdvisorsSetting up the SingTel Digital Advisor Community PanelWHO WHAT WHEN Branded onlineSingTel customers community Launched Jan 2012Mainly smartphone owners Quant and some qual research focusing on digital footprint of customersWhere WHY HOW To engage SingTel SingTel databaseOnline – via PCs, customersmobiles, and tablets Incentives include a good mix • Obtain timely subscriber of intrinsic and extrinsic feedback on new and existing products/ services motivators • Test advertising/ concepts/ apps
    • SingTel Digital Advisors: Key Facts
    • Community Research Ecosystem Online discussion App testing groups Fun & Recruiting U&A Engagement for in-person Employee Website Prioritising Consumer surveys testing features Behaviour Focus Product Concept groups naming testing
    • Business Impact
    • Learnings & Best Practice App vs. Mobile Web Usability Design Understand your Target Audience Comparison to PC Results
    • App Versus Platform
    • App Versus Platform 6,500 web-enabled devices • 4 major platforms • Many operating systems • Different input modalities • 4 main browsers • Screen size/resolution • Standard input systems • Nuances (Flash?)
    • The Engagement Model Has Changed Participating in researchdoes not have to be monotonous.
    • The Engagement Model Has Changed Participating in research If you keep people engaged,does not have to be monotonous. data quality will be better.
    • Seamless Experience
    • Seamless Experience
    • One Size Doesn’t Always Fit All Highlighters and Click Maps Page Turners Multi-media
    • Convenience > Multi-mode Studies completed • More devices owned and used for surveys, more studies completed • Mobile only device owners complete fewest number of surveys 22.8 15.7 11.6 6.4 6.63.8 4.3
    • Case Study30% of all completes recorded Studies completed onfrom mobile devices… phone: 45% longer than PCs* 72% 20% Studies completed on tablets: 8% 3% longer than PCs**Based on random sample of 10 studies from SingTel Digital Advisors panel
    • Device Used to Complete Survey 48% 13%65% (two-thirds) are one-device only respondents 4% 20% 6%one-third are multi-device “switchers” 2% 6%
    • Understand your target
    • Demographic Differences in Sample• Younger respondents are more likely to use a mobile device Respondent Age 14 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ Online respondents Online respondents Mobile respondents (no mobile device ownership) (own a mobile device)
    • Similar Attitudes Except for Tech % ‘Very Happy’ 32% 31% 30% % ‘Good/Excellent’ Health 76% 67% 64% % Use Social Media Daily 61% 42% 37% % ‘Others rely on to be up-to-date 70% 51% 38% with tech’
    • Age Difference60% • Younger respondents are more phone- friendly, and more likely to be solely phone50% users or mix of PCs and phone • Older more likely to use PCs and tablets, less phone-friendly40% 18-24 25-3430% 35-44 45-5420% 55+10%0% Only PC Only phone Only tablet PC and PC and Phone and All three phone tablet tablet
    • Survey Completion Time by Device 40% Tablet usage highest in the evenings, as people sit in front of the TV or 35% relax and browse on a tablet. 30% 25% 20% Desktop Phone 15% Tablet 10% 5% 0% 7:00 AM - 12:00 PM - 5:00 PM - 11:00 PM - 3:00 AM - 11:59 AM 4:59 PM 10:59 PM 2:59 AM 6:59 AMAn aggregate of data from 10 randomly selected studiesover the past year.
    • Time lapse of survey completion after invite is sent Mobile usage heaviest at start of 50% field (first 2 hours) – likely people 45% reacting quickly to new emails as 40% they get them on their phones. 35% 30% 25% Desktop 20% Phone Tablet 15% 10% 5% 0% 0-1.59hrs 2-5.59hrs 6-11.59hrs 12-24.59hrs 1st day 2nd day More than 3 daysAn aggregate of data from 10 randomly selected studiesover the past year.
    • Driven to Engage
    • Q&A
    • Thank you for your time Interest to hear more?Please Contact Us Bruce Wells Managing Director and President, Asia Vision Critical E: Bruce.Wells@visioncritical.com T: +852 9158 8839
    • Thank you to our sponsors!Title Sponsor Platinum Sponsor Gold SponsorsSilver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor Association Partners Media Partners
    • TM Proudly supported by Kantar, the Leader in Mobile Marketing Research January 30-31, 2013 Kuala Lumpur, Malaysia Organized byAsia-Pacific Edition 2013 WWW.MRMW.NET