The Tipping Point Is Here: Mobile Market Research Goes Mainstream

1. Leslie Townsend, Kinesis Survey Technologies, USA
Festival of NewMR 2012 - Main Stage – Session 1
A
Presenta*on
from
The
Fes*val
of
NewMR
–
Main
Stage
5
December
2012
The
Tipping
Point
Is
Here:
Mobile
Market
Research
Goes
Mainstream
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owned
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and
the
presenters
of
the
material
For
more
informa:on
about
NewMR
events
visit
NewMR.org
Leslie
Townsend
Kinesis
Survey
Technology

2. Leslie Townsend, Kinesis Survey Technologies, USA
Festival of NewMR 2012 - Main Stage – Session 1
The Tipping Point Is Here:
Mobile Market Research Goes
Mainstream
A
!pping
point
is
the
event
of
a
previously
rare
phenomenon
becoming
rapidly
and
dramaDcally
more
common
(as
defined
by
Wikipedia)

3. Leslie Townsend, Kinesis Survey Technologies, USA
Festival of NewMR 2012 - Main Stage – Session 1
The
Tipping
Point
Is
Here:
Mobile
Market
Research
Goes
Mainstream
30.74%

4. Leslie Townsend, Kinesis Survey Technologies, USA
Festival of NewMR 2012 - Main Stage – Session 1
The
Tipping
Point
Is
Here:
Mobile
Market
Research
Goes
Mainstream
…which in turn is impacting
online market research practices
and requires mobile device
support for respondents.
Mobile device usage by consumers is
changing how the world communicates
and interacts…

5. Leslie Townsend, Kinesis Survey Technologies, USA
Festival of NewMR 2012 - Main Stage – Session 1
The
Tipping
Point
Is
Here:
Mobile
Market
Research
Goes
Mainstream
Mobile device types used for survey
taking have changed dramatically as
technology has evolved…

6. Leslie Townsend, Kinesis Survey Technologies, USA
Festival of NewMR 2012 - Main Stage – Session 1
The
Tipping
Point
Is
Here:
Mobile
Market
Research
Goes
Mainstream
Smartphones became the dominant
mobile device type this year.
Smartphones now represent
more than half of the mobile
market share in several
European countries and in
the U.S.

7. Leslie Townsend, Kinesis Survey Technologies, USA
Festival of NewMR 2012 - Main Stage – Session 1
The
Tipping
Point
Is
Here:
Mobile
Market
Research
Goes
Mainstream
Social Media also plays a large role
in mobile market research.
Social media sites are
increasingly accessed via
mobile browsers and apps, and
are becoming a major conduit
for market research initiatives.
- social listening
- survey recruitment
- communities
- location based triggers

8. Leslie Townsend, Kinesis Survey Technologies, USA
Festival of NewMR 2012 - Main Stage – Session 1
The
Tipping
Point
Is
Here:
Mobile
Market
Research
Goes
Mainstream
Kinesis saw a major increase in
mobile survey traffic in 2012.
Whereas previous years yielded mobile traffic rates between 5-10%,
this year…
4.07%
25.51%
7.43%
30.74%
Europe
U.S.
2012
Kinesis
-­‐
Mobile
Traffic
Rates,
U.S.
and
Europe
Q3
Q1

9. Leslie Townsend, Kinesis Survey Technologies, USA
Festival of NewMR 2012 - Main Stage – Session 1
The
Tipping
Point
Is
Here:
Mobile
Market
Research
Goes
Mainstream
As expected, survey completion
rates are lower for respondents using
mobile browsers.
Type of
Traffic
Dropout % Profile % Quota % Complete %
Mobile
Browsers
67.90% 11.15% 6.29% 14.66%
Desktop
Browsers
18.40% 35.75% 16.46% 29.38%
Q3 2103 Kinesis - Dropout & Completion Rates By Type of Browser Used, All Regions

10. Leslie Townsend, Kinesis Survey Technologies, USA
Festival of NewMR 2012 - Main Stage – Session 1
The
Tipping
Point
Is
Here:
Mobile
Market
Research
Goes
Mainstream
Mobile platform preferences differ
between the U.S. and Europe.
13.62%
18.46%
1.35%
0.92%
63.94%
46.93%
29.88%
8.58%
2.98%
11.09%
iPhone
Android
iPod
Blackberry
iPad
Q3
2012
Kinesis
–
Mobile
PlaSorm
Usage,
Europe
and
U.S.
Europe
U.S.
Note:
Nokia,
Windows
Mobile,
and
Playbook
each
accounted
for
<1%
of
plaNorm
usage
in
both
regions

11. Leslie Townsend, Kinesis Survey Technologies, USA
Festival of NewMR 2012 - Main Stage – Session 1
The
Tipping
Point
Is
Here:
Mobile
Market
Research
Goes
Mainstream
iPad usage went up significantly this
year, but iPad completion rates went
down between Q1 and Q3.
37.54%
34.93%
24.66%
21.96%
Europe
U.S.
2012
Kinesis
–
iPad
Survey
Comple*on
Rates,
Europe
vs.
U.S.
Q3
Q1

12. Leslie Townsend, Kinesis Survey Technologies, USA
Festival of NewMR 2012 - Main Stage – Session 1
The
Tipping
Point
Is
Here:
Mobile
Market
Research
Goes
Mainstream
2012 was the “tipping point” for
mobile usage in the market research
industry.
Failure to adequately provide
for mobile respondents is
creating tremendous non-
response bias in the data.
All research professionals
must now push for full mobile
device support.

13. Leslie Townsend, Kinesis Survey Technologies, USA
Festival of NewMR 2012 - Main Stage – Session 1
The
Tipping
Point
Is
Here:
Mobile
Market
Research
Goes
Mainstream
So how does the industry go about
implementing solid mobile and dual
mode research solutions?
Follow the published best practices as provided by many
industry associations and platform providers.
Kinesis offers several free whitepapers with detailed best
practices information, visit www.kinesissurvey.com/whitepapers

14. Leslie Townsend, Kinesis Survey Technologies, USA
Festival of NewMR 2012 - Main Stage – Session 1
The
Tipping
Point
Is
Here:
Mobile
Market
Research
Goes
Mainstream
Mobile will transform the world, and
the field of market research along with
it.
Soon mobile devices will become the dominant
devices used in our industry.

15. Leslie Townsend, Kinesis Survey Technologies, USA
Festival of NewMR 2012 - Main Stage – Session 1
The
Tipping
Point
Is
Here:
Mobile
Market
Research
Goes
Mainstream
Thank you
Leslie Townsend
Kinesis President & Co-founder

16. Leslie Townsend, Kinesis Survey Technologies, USA
Festival of NewMR 2012 - Main Stage – Session 1
Q & A
Sue
York
NewMR
Leslie
Townsend
Kinesis
Survey
Technology

17. Leslie Townsend, Kinesis Survey Technologies, USA
Festival of NewMR 2012 - Main Stage – Session 1
Leslie Townsend
Visit
the
Kinesis
website:
hVp://kinesissurvey.com
Read
Kinesis
blog
@
hVp://kinesissurvey.com/blog/
Follow
Kinesis
tweets
at
@
hVp://twiVer.com/kinesis_survey
Email
Leslie:
ltownsend@kinesissurvey.com