Mobile Research – What’s the point - Millward Brown
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at Market Research in the Mobile World Africa 2014 November 5-6, 2014 Cape Town This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://mrmw.net/
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Mobile Research – What’s the point - Millward Brown
- 1. November 5 & 6, 2014 DoubleTree by Hilton Hotel Cape Town Upper Eastside, South Africa #MRMW Organized by
- 2. #MRMW Title Sponsor Silver Sponsors Bag Sponsor Association & Media Partners
- 3. Mobile Research – What’s the point? Why switching to mobile fieldwork makes sense: Case studies and application Desre Mann Jarrod Payne 1November 2014
- 4. 2014 6BillionBC Birth of the universe 1973 Motorola makes the first mobile phone 1979 First Mobile network Tokyo 1984 Jarrod is born 2001 First 3G network Tokyo Mid-2000’s Rise of smartphones
- 5. Mobile phones dominate the world
- 6. Africa is the post-PC continent 8% Of African Households have access to a computer Most of these in SA and even then this is only 10 million PC’s Source: InternetMatters
- 7. KSA 73% (Smartphones) Mobile penetration is high across all of our key markets South Africa 91% Kenya 82% Nigeria 78% Ghana 79% Egypt 88% Pakistan 53% Source: Pew research centre,
- 9. But how do we know we’re getting mobile right ?
- 11. Millward Brown’s Mobile journey First Link Express on Mobile Video Security Mobile redirector On-the-go security and data quality control GPS Introduced AME Mobile Hub 2009 2010 2011 2012 2013 2014 2014 Mobile brand health track
- 12. New Africa Map Commissioned completed interviews as at November 3 2014 100k Completes to date
- 13. Mobile Gives Us Good National Spread (which would be prohibitively expensive in f2f) Street level view of Abuga, Nigeria
- 14. With Breathtaking Speed 24hours 2,100 Starts 100 completes 6 hours 4,100 Starts 200 completes
- 15. Nigeria First Mention Use Nowadays Mobile Data is comparable to F2F Mobile F2F
- 16. Nigeria Mobile data is more discriminating Mobile F2F Mobile providers - Awareness
- 17. Zimbabwe Mobile closely matches market share Mobile Laundry – Bought most often Market Share
- 18. Pakistan Mobile data is better than F2f Mobile F2F Main Telecoms provider Market Share
- 19. Saudi Arabia Mobile data shows good temporal stability Soft Drinks – P7D Ramadan
- 20. Quality Checks MB sets up parameters on GPS distances between interviews e.g. For example no one within a 100 meters radius of the initial If the interview is completed in a shorter time than expected, the respondent is disqualified. Fingerprinting devices to ensure top quality data – prevents duplicate surveys Strictest Media control. No one can fast forward / pause / rewind an ad Respondents are not able to continue without viewing / listening. Sharing the media is impossible.
- 21. 19 Now FUTURE PROOF Cheaper Better Faster Better interview context More Representative • Better access to higher income • Wider geographic coverage • No undue influence from interviewers Embracing the new Promise of incredible advantages!
- 22. Mobile Phones & Shopping In South Africa
- 23. What we did Collected data from 1000 South Africans on how they use their mobile phones - What sites they use - Where they shop - Do they use their phones in store - What sort of information they look for All to answer the question “What do we know about mobile phone use and how can this help marketers?”
- 24. South Africans use their phones a lot! 2.6Hours per day Amount of time spent using mobile internet or apps 40% more than the global average
- 25. Where is the time spent? Social Media 14.4% Instant Mess 13.5% Search 8.0% Music Download 7.7% Job Search 7.5% Online video 7.1% Email 6.7% News 5.5% Fashion 5.1% Blogs 4.7% Online Shop 4.5% Magazines 4.3% Gaming 4.3% Sports 3.6% Banking 3.2%
- 27. 34% 53% 53% Of consumers spend more than one hour researching before entering the store United States LSM A LSM B
- 28. In SA mobile phones are by far the most used platform for shopping research Almost twice as many people use mobile as pc to conduct their research
- 29. 4.5 Number of times people access their phone during a shopping trip
- 30. Much like in the US, opportunities to reach consumer during the shopping trip are numerous
- 31. What did you use your phone for while shopping? That’s potentially 1 in 6 people buying online while in-store
- 32. 71% of the sample have shopped online using their mobile phone at least once 48% Shop on their mobile at least once a month
- 33. The most mentioned online “Shopping” site
- 34. Why do you not shop on your mobile phone? I like paying cash Don’t have a credit card How do I pay them? Afraid of scams Fraud Identity Theft Cloning
- 35. A staggering 74% of the sample had changed their mind about buying a product based on information they looked at on their mobile phone
- 36. Negative feedback results in a diversion of product purchase A switch to cheaper or “better” products is also likely Opportunities for customer switching are numerous
- 38. Right message Right Person Right Time
- 39. Mobile is the present (and the future) Trend will continue! • We can do more than we thought would be possible • Data is more accurate (than we thought possible) • Faster (than we thought possible) It’s a journey, and its an exciting one!
- 40. Thank You
- 41. #MRMW Title Sponsor Silver Sponsors Bag Sponsor Association & Media Partners
- 42. November 5 & 6, 2014 DoubleTree by Hilton Hotel Cape Town Upper Eastside, South Africa #MRMW Organized by