Sue York Research Innovation 2016

1. Mobile Research in a Global Context – NewMR Webinar Sue York, The Handbook of Mobile Market Research, 2016 Mobile Research in a Global Context Sue York The Handbook of Mobile Market Research 7 December 2016

2. Mobile Research in a Global Context – NewMR Webinar Sue York, The Handbook of Mobile Market Research, 2016 Today – The World!

3. Mobile Research in a Global Context – NewMR Webinar Sue York, The Handbook of Mobile Market Research, 2016 Dimensions of Mobile Research •  Voice vs. Self complete •  Mobile only vs. Dual Mode •  Smartphone or Tablet vs. Other Mobile •  Browser vs. App •  Qual vs. Quant

4. Mobile Research in a Global Context – NewMR Webinar Sue York, The Handbook of Mobile Market Research, 2016 Mobile . . . The fastest growing tech in history

5. Mobile Research in a Global Context – NewMR Webinar Sue York, The Handbook of Mobile Market Research, 2016 Mobile . . . In some countries more people have access to mobile services than . . . Bank accounts Electricity Clean Water (World Bank, 2012)

6. Mobile Research in a Global Context – NewMR Webinar Sue York, The Handbook of Mobile Market Research, 2016 Going Mobile Globally The Checklist Who What How

8. Mobile Research in a Global Context – NewMR Webinar Sue York, The Handbook of Mobile Market Research, 2016 Who 7 billion mobile devices 7.6 billion people

9. Mobile Research in a Global Context – NewMR Webinar Sue York, The Handbook of Mobile Market Research, 2016 Useful References hQp://www.itu.int/en/ITU-D/StaVsVcs/Documents/publicaVons/misr2016/MISR2016-w4.pdf

10. Mobile Research in a Global Context – NewMR Webinar Sue York, The Handbook of Mobile Market Research, 2016 Large variaMons across the World Bahrain, UAE, Republic of Korea & Malaysia have very high mobile phone ownership Myanmar (2015) 39% (15 to 65) Bangladesh (2015) 40% (15 plus) Source: ITU Measuring the InformaVon Society Report 2016

11. Mobile Research in a Global Context – NewMR Webinar Sue York, The Handbook of Mobile Market Research, 2016 Source: ITU Measuring the InformaVon Society Report 2016 ITU - ICT Development Index

12. Mobile Research in a Global Context – NewMR Webinar Sue York, The Handbook of Mobile Market Research, 2016 Why not? Not aﬀordable Broken phone or stolen Don’t need one Quality and coverage Tech skills Operator trust Source: ITU Measuring the InformaVon Society Report 2016

13. Mobile Research in a Global Context – NewMR Webinar Sue York, The Handbook of Mobile Market Research, 2016 Less likely to be on mobile •  Lowest income •  Rural areas •  Old (everywhere) & Young •  Lower educaVon levels •  Women – in some countries Source: ITU Measuring the InformaVon Society Report 2016

14. Mobile Research in a Global Context – NewMR Webinar Sue York, The Handbook of Mobile Market Research, 2016 But . . . Remember that the situaMon can . . . CHANGE . . . Quickly

15. Mobile Research in a Global Context – NewMR Webinar Sue York, The Handbook of Mobile Market Research, 2016 Source: ITU Measuring the InformaVon Society Report 2016

17. Mobile Research in a Global Context – NewMR Webinar Sue York, The Handbook of Mobile Market Research, 2016 Mobile Device Types Smartphones (2 Billion – 30% of Mobiles) Bells and Whistles Basic Other Phones

18. Mobile Research in a Global Context – NewMR Webinar Sue York, The Handbook of Mobile Market Research, 2016 Smartphone OperaMng Systems 2016 Q2 Sales Android 88% iOS 12% Source :hQps://www.idc.com/prodserv/smartphone-os-market-share.jsp

20. Mobile Research in a Global Context – NewMR Webinar Sue York, The Handbook of Mobile Market Research, 2016 How •  Contracts •  IncenVves •  Recruitment •  Laws and RegulaVons •  Language & Literacy & Script •  Local know-how

21. Mobile Research in a Global Context – NewMR Webinar Sue York, The Handbook of Mobile Market Research, 2016 Who What How þ þ þ Going Mobile Globally The Checklist

22. Mobile Research in a Global Context – NewMR Webinar Sue York, The Handbook of Mobile Market Research, 2016 Thank You! Follow me on TwiXer @1sue3 Check out www.amazon.com/Handbook-Mobile-Market-Research-Researchers/dp/1118935624

23. Mobile Research in a Global Context – NewMR Webinar Sue York, The Handbook of Mobile Market Research, 2016 Q & A Ray Poynter The Future Place Sue York The Handbook of Mobile Market Research