MRS Mobile Conference

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  • At 10pm every night for a week, young adults aged 18-24 were sent an SMS message link to a mobile survey on their drinking behaviour that day. Keep questions short and succinct. We focused on drinking behaviour right now and earlier as follows: Right now, are you drinking alcohol & where are you?Earlier on, were you drinking alcohol & where were you drinking?Who are you drinking with?Why are you drinking a particular drink at the moment?Getting drunk is…? (Just on Friday and Saturday surveys).Questions can be very time specific.
  • Need to remind respondents to complete diary every day. Historically age group is difficult audience to reach. Rapid results. Tables delivered day after fieldwork completed. Decided to use drinks as a measure of drinking instead of units of alcohol as a straw poll suggested knowledge of units was sketchy.Keep them interested in survey. Forexample ask fun stuff like star sign or extrovert.keep respondents sweet Respondents were rewarded with pointsworth £2.50 for completing all 7days of the mobile survey.
  • The most popular day to drink is, unsurprisingly, a Saturday when over three quarters of young adults typically drink. The least favourite day to drink is a Tuesday when only 12% typically drink. Despite what everyone thinks about young adults only 10% drink on 4 or more nights of the week The mobile survey adds crucial information about the immediate drinking behaviour of young adults.28% of young adults were drinking on theirown now on a Thursday v 10% on a SaturdayYoung adults become less adventurous withalcoholic drinks on a Sunday with 57%drinking a particular drink right because… “I always drink it”
  • MRS Mobile Conference

    1. 1. MOBILE RESEARCH: Young Adults Drinking Behavioural Study MARK BRECHIN // MINTEL LIAM CORCORAN // FLY RESEARCH
    2. 2. AGENDA A MODERN AND COST EFFECTIVE SOLUTION TO “REAL TIME” DIARY RESEARCH AMONG A “DIFFICULT” AUDIENCE
    3. 3. WANTED TO INVESTIGATE :  The dynamics of young people’s drinking behaviour (where, when, who with, what, how much, how did this change?).  Attitudes towards getting drunk.  In real time, unclouded by morning after recollection.
    4. 4. WHY USE THE MOBILE WEB:  In situ interviewing, current behaviour.  Text message invite, direct link to survey.  High response rate.  More accurate information.  Faster turnaround.
    5. 5. HOW DID WE DO IT:  Surveys were completed using the mobile web and online. 424 young adults (18-24) 186 completed the entire 7 days of (recruited online and by mobile web to take part in the drinking study, in situ, on mobile web diary) mobile web
    6. 6. What did we learn?
    7. 7. FOR BEST RESULTS: KEEP IT SHORT AND SIMPLE 10pm every night for a week, young adults aged 18-24 were sent an SMS message link to a mobile survey about their drinking behaviour that day. QUESTIONS ASKED:  Right now, are you drinking alcohol & where are you?  Earlier on, were you drinking alcohol & where were you drinking?  Who are you drinking with?  Why are you drinking a particular drink at the moment?  Getting drunk is.....? (Attitudes to getting drunk just on Friday and Saturday surveys).
    8. 8. IT’S IMPORTANT TO KEEP THEM ENGAGED: Historically, a difficult audience to reach and motivate  Make it easy for them.  Send reminders to non-completers every day.  Simplify the questions.  Incentivise for completing the full set of surveys.  Gave us what we wanted.  Data delivered the day after fieldwork completed. Keep them interested in survey! Keep respondents sweet!
    9. 9. AGENDA AGENDA 1. RESEARCH OBJECTIVES 2. METHODOLOGY & TROUBLESHOOTING 3. KEY FINDINGS KEY FINDINGS 4. WHY USE MOBILE PHONE FOR RESEARCH 5. LEARNING POINTS
    10. 10. FRIDAY NIGHT IS DRINKING NIGHT:  The mobile survey adds crucial information about the immediate drinking behaviour of young adults.  Findings suggest that Friday night is the most popular night to drink.  On the whole young people are not as drink-centric as you might expect.  Only just over four in ten will be drinking alcohol.
    11. 11. THE VAST MAJORITY OF YOUNG ADULTS CONSUME LESS THAN 6 DRINKS A NIGHT:  A typical night’s drinking consists of 5.2 alcoholic drinks.  Lager is the top tipple amongst young alcohol drinkers.  Young adults are more likely to mix drinks at the weekend.  Consumption of spirits is significantly higher on Fridays and Saturdays.  Just under 1 in 10 young adults consume more than 10 drinks on a typical night out.
    12. 12. DRINKING BEHAVIOUR: 30  8 out of 10 young adults drink with friends, partner or family. 25  At the time of being interviewed, drinking at 20 home or round at a friend’s is more popular than going out to a bar, pub or club because 15 it’s cheaper. 10  6 in 10 claim not to binge-drink, yet, 5  almost half (48%) admit they have drunk 0 between 7 and 10 drinks in a session in the last month  25% admit drinking more than 10 drinks in a At home/ mate's Out (pub/ club/ bar) night in the last month
    13. 13. WHY USE MOBILE PHONE FOR RESEARCH
    14. 14. WHY USE MOBILE PHONE FOR RESEARCH:  The phone is always with them.  It’s a device that they communicate with everyday.  It provides richness to surveys (MMS Video’s / Photo’s).  It increased the response rates of surveys, typically 50% with 24 hours.  60% response rate when using our own mobile panel.  20% response rate when sending out surveys to a cold sample.  Incentives are key.  Make the reward relevant.  Keep questionnaires short.
    15. 15. ANY QUESTIONS? CONTACT US: MBrechin@mintel.com liamc@flyresearch.com MINTEL IS AN INDEPENDENT PROVIDER OF LEADING MARKET INTELLIGENCE, DELIVERING ROBUST INFORMATION, ANALYSIS AND CRITICAL RECOMMENDATIONS FLY RESEARCH IS A BESPOKE RESEARCH AGENCY, USING THE LATEST MOBILE & ONLINE TECHNOLOGY

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