Mobile VS everything else

Mobile vs. everything else :)Exploring way of integrating surveys into mobile landscape in RussiaTiburon Research & Mobiety, MRMW Europe 2012

Companies• DIY tool for mobile web based • 300K+ online access panels in in surveys with dashboards Russia and Ukraine• NFC polls for instant feedback • Interactive questionnaires and reporting• Geo-targeting via auto-replies in Twitter and Foursquare • DIY online QUAL• In-app pollsTiburon Research & Mobiety, MRMW Europe 2012

Agenda Background Why we did it and what was the environmental landscape Our approach WHATs and HOWs Figures & findings What we got and what we learnedTiburon Research & Mobiety, MRMW Europe 2012

ObjectivesTo compare: SAWI aka Mobile CAWI, „S‟ stands for „Smartphones‟Against: Mobile CATI Conventional cell-phones interviewing CAWI Conventional online access panel samplingTiburon Research & Mobiety, MRMW Europe 2012

Background Why we did it and what was the environmental landscapeTiburon Research & Mobiety, MRMW Europe 2012

Russia is big… 143 000 000 peopleTiburon Research & Mobiety, MRMW Europe 2012

… and beautifulTiburon Research & Mobiety, MRMW Europe 2012

with Internet penetration high… 67% browse web more than once a monthTiburon Research & Mobiety, MRMW Europe 2012

… and mobile being a must haveTiburon Research & Mobiety, MRMW Europe 2012

Tiburon Research & Mobiety, MRMW Europe 2012

Mobile phone penetration 84% Russians have a cell phoneTiburon Research & Mobiety, MRMW Europe 2012

Mobile only population 34% Russians have a cell phone onlyTiburon Research & Mobiety, MRMW Europe 2012

Mobile internet penetration 20% of population browse mobile webTiburon Research & Mobiety, MRMW Europe 2012

Internet penetration by geo Broadband Mobile 67% 70% 58% 51% 50% 45% 29% 21% 22% 19% 19% 19% 17% 14%Tiburon Research & Mobiety, MRMW Europe 2012 FOM, Dec 2010, base 6474, by % in a group | link

Penetration rate by age Broadband 84% 81% Mobile 67% 49% 51% 46% 31% 26% 11% 8% 4% 1% 12 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55+Tiburon Research & Mobiety, MRMW Europe 2012 FOM, Dec 2010, base 6474, by % in a group | link

Our approach WHATs and HOWsTiburon Research & Mobiety, MRMW Europe 2012

Project design Questionnaire length: 40 questions Two cities Moscow – capital and the largest one with 10M+ inhabitants and Yekaterinburg – 4th largest with 1,3M 4 data collection methods Next slide, please =)Tiburon Research & Mobiety, MRMW Europe 2012

Data collection methods CAWI access SAWI access Mobile CATI SAWI river panel panel QIWI terminal Sample source RDD access panel access panel after top-up incoming call Invitation method e-mail SMS SMS from call-center Questionnaire layout voice full size browser mobile browser mobile browserTiburon Research & Mobiety, MRMW Europe 2012

River approach $ $$ SMS SMSWhen potential respondents make apayment through QIWI terminals SMS They receive the invitation to participate in surveyTiburon Research & Mobiety, MRMW Europe 2012

Figures & findings What we got and what we learnedTiburon Research & Mobiety, MRMW Europe 2012

Cooperation figures Mobile CAWI SAWI SAWI SAWI CATI a.p. a.p. river «spam» Response Rate 52% 30% 20% 2% 0.3% Completion Rate -* 92% 87% 67% 70%* No data availableTiburon Research & Mobiety, MRMW Europe 2012

Questions we asked Categories measured Category awareness Have you ever heard of…? Category trial Have you ever tried…? Category consumption How often do you drink… at this time of year? Ice tea Energy Sport drinks drinks Demographics Sex, Age, Geo…Tiburon Research & Mobiety, MRMW Europe 2012

Trial 96% 94% 79% 74% 68% 68% 68% 54% 56% 34% 30% 28% Ice tea Energy drink Sport drinkTiburon Research & Mobiety, MRMW Europe 2012 Base: 300 / 300 / 300 / 300

Never heard of 40% 20% 20% 9% 12% 12%12% 4% 1% 2% 0% 0% Ice tea Energy drink Sport drinkTiburon Research & Mobiety, MRMW Europe 2012 Base: 300 / 300 / 300 / 300

Brands awareness :: prompted CAWI SAWI SAWI Mobile CATI a.p. a.p. river Lipton Ice Tea 83 94 99 70 Nestea 80 89 97 73 Ahmad Ice Tea 41 25 28 17 Greenice 34 15 24 12 Local brand 1 28 34 16 8 Base: those aware of the categoryTiburon Research & Mobiety, MRMW Europe 2012

Key findings Representativity doesn‟t really exist :) Fortunately rankings tend to match SAWI “spam” – is of no practical use as RR is way too low Though one can achieve some completes „broadcasting‟ SMS invitations, concerns regarding data validity and privacy issues make the approach extremely questionable SAWI access panel – workable, but noticeably biased Bias towards more affluent and active users. Need a good reason to do mobile rather than conventional CAWI SAWI river – technically workable, but needs further research Observed bias was somewhat chaotic. Expect results will depend heavily on a river chosenTiburon Research & Mobiety, MRMW Europe 2012

Add-In: completion rate for SAWI river100% 95% 45 questions 90% 9 questions 85% 87% 80% 77% 75% 1 2 3 4 5 6 7 8 9 12 13 14 15 17 18 19 23 31 40 45 number of questionsTiburon Research & Mobiety, MRMW Europe 2012

Thanks! Question? ContactsMikhail Zarin Artem Tinchurin Friends? fb.com/zarin.m tiburon-research.ru Likes! fb.com/mobiety tinchurin@tiburon-research.ru Suite 309, 10 Vostochnaya Follow us @mobiety str., Moscow, Russia 115280 Follow me @zarinTiburon Research & Mobiety, MRMW Europe 2012

Mobile VS everything else

by Mihail Zarin

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