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Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
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Mobile Research (Stockholm, June 2012)

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Presentation by Kirs Hartvigsen, Vision Critical

Presentation by Kirs Hartvigsen, Vision Critical

Published in: Business, Technology
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Transcript

  • 1. WelcomeMr. Kris Hartvigsen
  • 2. Welcome to a Seminar onSocial Media & Online Communities Mobile best practices and stories
  • 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. Mobile email will account for 10 to 30% of email opens. Emailmonday.com, 2011 Source: eDialog and Lightspeed Research
  • 5. Mobile Research Learnings and Best Practice
  • 6. SMS SurveysApplicationsMobile Web
  • 7. 10 LEARNINGS FROMRESEARCH-ON-RESEARCH
  • 8. Mobile web survey platformtouch and non-touch mobile interfaces
  • 9. 1 Given the choice, 1 in 9 will take a mobile survey
  • 10. 2 Mobile respondents are younger and more female
  • 11. Gender AgeMobileDesktop
  • 12. 3 Mobile respondents are also just more into mobile
  • 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. Mobile respondents take the survey4 straight away* * almost
  • 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. Mobile respondents are ... er ...5 mobile (kind of)
  • 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. Mobile surveys take longer to6 complete
  • 19. Every 2 minutes of survey on a desktopequates to 3 minutes on a mobile device
  • 20. Slightly more drop out from7 mobile surveys
  • 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. Mobile surveys are relatively8 enjoyable
  • 23. “This survey was fun to complete”
  • 24. Data from mobile and desktop9 surveys is comparable
  • 25. No statistical differencebetween mobile and desktop data across virtually all question types
  • 26. Blackberries and iPhones10 really are different
  • 27. Median length of survey, in minutes“This survey was fun to complete.” “This survey was more enjoyable than most.”
  • 28. 3 TIPS FOR BEST PRACTICE INMOBILE SURVEY DESIGN
  • 29. 1. MAXIMISE SCREEN REAL ESTATE banners branding logos
  • 30. 2. MINIMISE SCROLLING multiple questions long choice lists grid options
  • 31. 3. OPTIMISE USE OF IMAGES never a nice-to-have re-size and compress re-think survey design
  • 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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