Smart opportunity or not mrmw2010 (slideshare)

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Engaging with iPhone users using a combination of mobile and online reveals some differences in response

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Smart opportunity or not mrmw2010 (slideshare)

  1. 1. Smart Opportunity or not?<br />Use of smartphones in an online research community <br />Dianne Gardiner<br />Managing Director, Latitude Insights (AU) <br />
  2. 2. 28% of the smartphone market in the US<br />28% of mobile enabled market in Australia<br />Nielsen Q3 2010, Nielsen Australia April 2010<br />
  3. 3. Our Community <br />Online Research Community (MROC)<br />112 iPhone users across Australia<br />Feb – Mar 2010<br />Exploring how being connected anywhere, anytime changes the way people do things<br />
  4. 4.
  5. 5. By 2011, predictions are that 85% of handsets shipped globally will include some sort of browser. <br />So more of these <br />Means less time using the internet, on a computer <br />Gartner: Ten Mobile technologies to watch in 2010-2011<br />
  6. 6. Less time on the computer, <br />more on mobile devices<br />2 in 5 iPhone users are spending less time now on the internet on a computer<br />Internet use since acquiring iPhone<br />
  7. 7. It’s made a BIG difference to my life <br />64%<br />34%, some difference<br />2% no difference<br />
  8. 8. Has a new door opened to allow us to engage with consumers?<br />
  9. 9.
  10. 10.
  11. 11. Having the choice… <br />Forcing the issue<br />“It’s pretty ironic that a lot of us are using emails & internet more on our iphones, yet still do a lot of iTalk on a pc”<br />
  12. 12.
  13. 13. Frustration<br />Too hard to navigate <br />Too slow <br />Too hard to reply <br />
  14. 14. Speed<br />“I rarely do much in the way of typing on iPhone, not as fast. Basic stuff like facebook updates or typing URLs sure, but not full-on forum posts”<br />
  15. 15. Level of detail <br />“I’m inclined 2 give much more detailed responses on computer coz I can touch type so much quicker on a keyboard: thoughts flow easily brain to keyboard, whereas typing with iPhone so sluggish” <br />
  16. 16. Consumption not creation <br />“Reading is actually pretty good but typing is slow cause of the virtual keyboard” <br />Bite size bits<br />not the ‘full meal’<br />
  17. 17. Testing the waters<br />
  18. 18. Comparison of response<br />86 words<br />65 words<br />Word count, matched discussion topic <br />
  19. 19. Comparison of response<br />86 words<br />Loremipsum dolor sit amet, consecteturadipiscingelit. In velinterdumturpis. Donec sit amet lacus purus, egetaliquamnisl. In quisrisussederossodalestincidunt in sedtortor. Proinenim lacus, cursus at ultriciesfeugiat, sagittis at augue. Aeneanleonulla, ornareeuultricesquis, conguevelmassa. Vestibulum a nequenisl. Aliquamurnaarcu, dapibus in ullamcorper at, dictum euenim. Curabiturporttitorsem sit ametsemlaciniavestibulum. Quisque non nisi ante, non sagittispurus. Aliquamnecnibhlorem, a sollicitudinenim. <br />65 words<br />Loremipsum dolor sit amet, consecteturadipiscingelit. In velinterdumturpis. Donec sit amet lacus purus, egetaliquamnisl. In quisrisussederossodalestincidunt in sedtortor. Proinenim lacus, cursus at ultriciesfeugiat, sagittis at augue. Aeneanleonulla, ornareeuultricesquis, conguevelmassa. Vestibulum a nequenisl. Aliquamurnaarcu, dapibus in ullamcorper at, dictum euenim. <br />Word Count – Matched Discussion Topic<br />
  20. 20. Comparing Alerts<br />
  21. 21. A question of time<br />
  22. 22. Immediacy <br />
  23. 23. Immediacy <br />34 minutes<br /><1 minute<br />First response after alert<br />1 hr, 28 mins<br />8 hrs, 36m<br />50% of all responses <br />Surveys were same length, sent three weeks apart on the same day of week.<br />
  24. 24. Shorter shelf life <br />25% <br />BF: 02 2011<br />
  25. 25. It’s personal <br />“This is the first time I've ever directly responded to a text message link. I'm not a fan of having companies sms me, I think because I regard sms as a very personal thing reserved only for friends. I prefer to respond to emails”<br />
  26. 26. Getting Visual<br />
  27. 27.
  28. 28. “I’ll tell you what I want, what I really, really want”<br />Whether via a computer or mobile, participants want research to be <br /><ul><li>Simple
  29. 29. Relevant
  30. 30. Unobtrusive
  31. 31. But most of all… easy</li></ul>So we have to ask…does mobile improve the MROC experience?<br />
  32. 32.
  33. 33. To mobile, or not to mobile?<br />In the context of an MROC mobile delivers…<br /><ul><li>More immediate response
  34. 34. Shorter responses
  35. 35. Lower level of overall response</li></ul>It is best applied to uses…<br /><ul><li>Where timing is critical
  36. 36. Context is critical (moment of truth)
  37. 37. Other input is sought </li></li></ul><li>Avoiding barriers to participation <br />Forcing the issue<br />
  38. 38. Thank you<br />Dianne Gardiner, Managing Director, Latitude Insights email dianne@latitudeinsights.com.auphone + 61 417 323 765twitter @DiGardinerweb www.latitudeinsights.com.au & www.parellelinsights.com<br />

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