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

7.
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

16.
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

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

19.
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

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