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Use of smartphones in an online research community

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Use of smartphones in an online research community

  1. 1. Smart Opportunity or not? Use of smartphones in an online research community Dianne Gardiner Managing Director, Latitude Insights (AU) 1
  2. 2. 28% of the smartphone market in the US 28% of mobile enabled market in Australia Nielsen Q3 2010, Nielsen Australia April 2010 2
  3. 3. Our Community Online Research Community (MROC) 112 iPhone users across Australia Feb – Mar 2010 Exploring how being connected anywhere, anytime changes the way people do things 3
  4. 4. 4
  5. 5. So more of these Means less time using the internet, on a computer By 2011, predictions are that 85% of handsets shipped globally will include some sort of browser. Gartner: Ten Mobile technologies to watch in 2010-2011 5
  6. 6. Less time on the computer, more on mobile devices Internet use since acquiring iPhone 2 in 5 iPhone users are spending less time now on the internet on a computer 6
  7. 7. It’s made a BIG difference to my life 34%, some difference 64% 2% no difference 7
  8. 8. Has a new door opened to allow us to engage with consumers? 8
  9. 9. Forcing the issueIt’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 Having the choice… 9
  10. 10. Frustratio n Too hard to navigate Too slow Too hard to reply 10
  11. 11. 11
  12. 12. Speed “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” 12
  13. 13. Level of detail “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” Finally and most importantly from our perspective was that participants themselves identified if they responded on the phone it would be more superficial, shorter response than on their computer. 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 iPhone is great to get information (or send) quickly and look up stuff with a click, click – like you can be in and out of Facebook and accept a friend in under a minute. I couldn't log onto my computer that fast. So its great for adhoc communication but when I want to sit down pay my bills, write emails, etc I would always use a computer 13
  14. 14. Bite size bits not the ‘full meal’ Consumption not creation 14
  15. 15. Testing the waters 15
  16. 16. Comparison of response 86 words 65 words Word count, matched discussion topic 16
  17. 17. Comparison of response Lorem ipsum dolor sit amet, consectetur adipiscing elit. In vel interdum turpis. Donec sit amet lacus purus, eget aliquam nisl. In quis risus sed eros sodales tincidunt in sed tortor. Proin enim lacus, cursus at ultricies feugiat, sagittis at augue. Aenean leo nulla, ornare eu ultrices quis, congue vel massa. Vestibulum a neque nisl. Aliquam urna arcu, dapibus in ullamcorper at, dictum eu enim. Lorem ipsum dolor sit amet, consectetur adipiscing elit. In vel interdum turpis. Donec sit amet lacus purus, eget aliquam nisl. In quis risus sed eros sodales tincidunt in sed tortor. Proin enim lacus, cursus at ultricies feugiat, sagittis at augue. Aenean leo nulla, ornare eu ultrices quis, congue vel massa. Vestibulum a neque nisl. Aliquam urna arcu, dapibus in ullamcorper at, dictum eu enim. Curabitur porttitor sem sit amet sem lacinia vestibulum. Quisque non nisi ante, non sagittis purus. Aliquam nec nibh lorem, a sollicitudin enim. 86 words 65 words 17
  18. 18. Comparing Alerts 18
  19. 19. A question of time 19
  20. 20. Immediacy 20
  21. 21. 34 minutesFirst response after alert Immediacy 50% of all responses <1 minute 8 hrs, 36m 1 hr, 28 mins Surveys were same length, sent three weeks apart on the same day of week. 21
  22. 22. Shorter shelf life 25% BF: 02 2011 22
  23. 23. It’s personal “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” 23
  24. 24. Getting Deeper 24
  25. 25. 25
  26. 26. 26
  27. 27. “I’ll tell you what I want, what I really, really want” Whether via a computer or mobile, participants want research to be ✔Simple ✔Relevant ✔Unobtrusive ✔But most of all… easy So we have to ask… does mobile improve the MROC experience? 27
  28. 28. To mobile, or not to mobile? In the context of an MROC mobile delivers… -More immediate response -Shorter responses -Lower level of overall response It is best applied to uses… -Where timing is critical -Context is critical (moment of truth) -Other input is sought 28
  29. 29. Forcing the issue But the grass isn’t always greener 29
  30. 30. Discussion 30
  31. 31. Insights Everyday Thank you Dianne Gardiner, Managing Director, Latitude Insights email dianne@latitudeinsights.com.au phone + 61 417 323 765 twitter @DiGardiner web www.latitudeinsights.com.au & www.parellelinsights.com 31
  32. 32. Insights Everyday Presented @ International conference on Market Research in the Mobile World 2 & 3 Dec 2010, Berlin Organised by For more information Please visit: http://www.merlien.org 32

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