Mobile Research best practices

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10 things you need to know about Mobile Research...

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Mobile Research best practices

  1. 1. WelcomeMr. Kris Hartvigsen
  2. 2. Welcome to a Seminar onSocial Media & Online Communities Mobile best practices and stories
  3. 3. Two predictions There will be more smartphones than humans by the end of 2014 +The average mobile connection speed will surpass 1 Mbps in 2014
  4. 4. Mobile email will account for 10 to 30% of email opens. Emailmonday.com, 2011 Source: eDialog and Lightspeed Research
  5. 5. Mobile Research Learnings and Best Practice
  6. 6. SMS SurveysApplicationsMobile Web
  7. 7. 10 LEARNINGS FROMRESEARCH-ON-RESEARCH
  8. 8. Mobile web survey platformtouch and non-touch mobile interfaces
  9. 9. 1 Given the choice, 1 in 9 will take a mobile survey
  10. 10. 2 Mobile respondents are younger and more female
  11. 11. Gender AgeMobileDesktop
  12. 12. 3 Mobile respondents are also just more into mobile
  13. 13. smartphone owners who took our test studieson mobile devices were more likely to use their mobile for music, photos, internet browsing, app downloads and games
  14. 14. Mobile respondents take the survey4 straight away* * almost
  15. 15. Amongst those who choose desktop, 58%answered the survey the first day it launched Amongst those who choose mobile, 88% answered it the first day
  16. 16. Mobile respondents are ... er ...5 mobile (kind of)
  17. 17. Amongst those who chose desktop, 97%answered the survey at home or at workAmongst those who chose mobile, 15% answered fromtransit or somewhere other than home or work
  18. 18. Mobile surveys take longer to6 complete
  19. 19. Every 2 minutes of survey on a desktopequates to 3 minutes on a mobile device
  20. 20. Slightly more drop out from7 mobile surveys
  21. 21. But survey length has no effect on dropout rate at least not up to the 9 ½ minute mark % dropped out in survey 4% 5% 4% 0% Short Medium Long Desktop(4 min) (6 min) (9.5 min)(6 min) Mobile
  22. 22. Mobile surveys are relatively8 enjoyable
  23. 23. “This survey was fun to complete”
  24. 24. Data from mobile and desktop9 surveys is comparable
  25. 25. No statistical differencebetween mobile and desktop data across virtually all question types
  26. 26. Blackberries and iPhones10 really are different
  27. 27. Median length of survey, in minutes“This survey was fun to complete.” “This survey was more enjoyable than most.”
  28. 28. 3 TIPS FOR BEST PRACTICE INMOBILE SURVEY DESIGN
  29. 29. 1. MAXIMISE SCREEN REAL ESTATE banners branding logos
  30. 30. 2. MINIMISE SCROLLING multiple questions long choice lists grid options
  31. 31. 3. OPTIMISE USE OF IMAGES never a nice-to-have re-size and compress re-think survey design
  32. 32. So ... Mobile research is a new frontier that needs careful exploration Well designed interfaces are key to engaging respondents properlyYou cannot just assume equivalence of data - you need proof

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