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Mobile in 2018 – The update you’ve been waiting for

The ways mobile devices are incorporated in research has continued to grow, develop and evolve. Are you keeping up-to-date on the continuing evolution of mobile research? Tune into the webinar to see where mobile research is at in 2018 from the author of Wiley’s The Handbook of Mobile Market Research.

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Mobile in 2018 – The update you’ve been waiting for

  1. 1. Mobile in 2018 Sue York, NewMR The Future of Data Collection Mobile in 2018 The Update Sue York NewMR
  2. 2. Mobile in 2018 Sue York, NewMR The Future of Data Collection NewMR 2018 Sponsors Pla8num Gold Silver Communica8on
  3. 3. Mobile in 2018 Sue York, NewMR The Future of Data Collection Agenda – It’s an update •  Mobile Usage – Update •  Mobile First & Ques8onnaires •  What’s next
  4. 4. Mobile in 2018 Sue York, NewMR The Future of Data Collection What’s been happening?
  5. 5. Mobile in 2018 Sue York, NewMR The Future of Data Collection Mobile keeps growing
  6. 6. Mobile in 2018 Sue York, NewMR The Future of Data Collection Smartphone Tablet
  7. 7. ITU – Measuring the Information Society - 2017 Global active mobile-broadband subscriptions, total and per 100 inhabitants, 2007-2017 Global ITC Mobile Broadband
  8. 8. Global Differences in Smartphone Usage ITU – Measuring the Information Society - 2017 Active mobile-broadband subscriptions per 100 inhabitants by level of development, 2007-2017 Developed Developing LDC World
  9. 9. Mobile in 2018 Sue York, NewMR The Future of Data Collection Mobile keeps growing, but not everyone is connected
  10. 10. Mobile in 2018 Sue York, NewMR The Future of Data Collection Other Changes
  11. 11. Internet Trends 2017, Mary Meeker, hRp://www.kpcb.com/internet-trends
  12. 12. Mobile in 2018 Sue York, NewMR The Future of Data Collection It’s Complicated
  13. 13. Mobile in 2018 Sue York, NewMR The Future of Data Collection Mobile % Australia 19 Indonesia 10 Hong Kong 9 Singapore 8 South Korea 6 Japan 2 Malaysia 1 China 0 APAC Leaders in Mobile Surveys Data Source: ESOMAR GMR 2017 From “Finding the Story in th Data” ESOMAR APAC 2018 Conference, Ray Poynter
  14. 14. Mobile in 2018 Sue York, NewMR The Future of Data Collection Main Modes of Data CollecRon Mobile % Online % CATI % F 2 F % Australia 19 69 9 3 Indonesia 10 4 8 78 Data Source: ESOMAR GMR 2017 From “Finding the Story in the Data ESOMAR APAC 2018 Conference, Ray Poynter
  15. 15. Mobile in 2018 Sue York, NewMR The Future of Data Collection Mobile First QuesRonnaires
  16. 16. Mobile in 2018 Sue York, NewMR The Future of Data Collection Why is Mobile EssenRal? Coverage Respect It will happen anyway! From “Re-envisioning Research with Mobile First”, NewMR October 2017
  17. 17. Mobile in 2018 Sue York, NewMR The Future of Data Collection GeVng to Mobile First LENGTH
  18. 18. Mobile in 2018 Sue York, NewMR The Future of Data Collection Length of . . . •  Ques8onnaire •  Ques8ons •  Instruc8ons •  Response Lists •  ARribute Statements •  Scale Points (number of)
  19. 19. Mobile in 2018 Sue York, NewMR The Future of Data Collection Landscape? N O
  20. 20. Mobile in 2018 Sue York, NewMR The Future of Data Collection Does it change results? Yes
  21. 21. Mobile in 2018 Sue York, NewMR The Future of Data Collection What’s next? •  Sensors & passive data collec8on •  Chatbots •  Voice – in the age of smart speakers? •  Internet of things
  22. 22. Mobile in 2018 Sue York, NewMR The Future of Data Collection Passive Data and Sensors •  Collec8ng data via sensors – not quite there •  Issues include –  Device issues, including compa8bility & baRery life –  Willingness of par8cipants & impact on sampling –  Informed consent issues –  Need more pilots and trials
  23. 23. Mobile in 2018 Sue York, NewMR The Future of Data Collection Chatbots •  Mobile devices are a ‘natural’ fit with chatbot surveys •  More from Rosie Ayoub later in this session
  24. 24. Mobile in 2018 Sue York, NewMR The Future of Data Collection RevisiRng what Voice means on Mobile •  Ini8ally, voice capabili8es of mobile meant CATI on mobile or IVR •  In the age of Smart Speakers & AI the poten8al op8ons for par8cipants responding via voice are greatly expanded •  ?
  25. 25. Mobile in 2018 Sue York, NewMR The Future of Data Collection Thank You! Follow me on Twier @1sue3 Check out www.amazon.com/Handbook-Mobile-Market- Research-Researchers/dp/1118935624
  26. 26. Mobile in 2018 Sue York, NewMR The Future of Data Collection Q & A Sue York NewMR Ray Poynter The Future Place

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