4. WE CONDUCTED A STUDY:
Web interview in our proprietary panel (opinion people)
Representative for online population (over 14 years old)
Field period: 2-11 November, 2011
Germany, UK, Italy: n=2168
Responserate: 51%
How can mobile research be fitted with our panel?
4
6. Yes No
Do you already own a smartphone / mobile device?
44 56
Do you use internet on your smartphone?
37 7
Would you be willing to participate in a survey with your smartphone?
20 17
Would you be willing to install a survey app on your smartphone?
16 4
n=2168; all respondents; figures in per cent 6
7. Germany
UK
48
46 Italy
42
40
38
30
24
22
20
17
14
11
Mobile Device Mobile Internet Mobile Survey Survey App
n=2168; all respondents; figures in per cent 7
8. 64 under 29 y.o.
61 60 30-39 y.o.
40-49 y.o.
53
50-59 y.o.
45 60 y. and more
43
39
37
35
32
25 26
23
21
17
15
12
10
5
4
Mobile Device Mobile Internet Mobile Survey Survey App
n=2168; all respondents; figures in per cent 8
9. Large city (pop over 1.000.000)
Medium city (pop over 100.000)
50 Small city (pop over 20.000)
A town
46 46 45 A village
43
39 38
37
36
29
26
22 21 21
20
17 16
14 15
11
Mobile Device Mobile Internet Mobile Survey Survey App
n=2168; all respondents; figures in per cent 9
10. MOBILE RESPONDENTS
are still far from being
REPRESENTATIVE
in regard to basic sociodemography
10
11. in other words
DON’T EXCLUDE ANYONE
in other words
BLEND MOBILE & ONLINE
in other words
LET THE RESPONDENT DECIDE
11
13. DO YOU PLAN TO PURCHASE A SMARTPHONE?
Yes No
39% 61%
PROs CONs
Many functions in one Numerous functions are
device
69% not required
63%
Mobile internet 55% Expensive 53%
Easy to use 29% Privacy / data protection 11%
High technical standards 25% Usability 8%
Good price-performance Technology is in
ratio
22% development
3%
Other 3% Other 14%
13
Do you plan to purchase a smartphone within the next 12 months? (non-user | n=1215)
What are the arguments for / against purchasing a smartphone?
14. WOULD YOU PARTICIPATE IN A MOBILE SURVEY?
Yes No
54% 46%
PROs CONs
Uncomplicated Costs of internet
participation on the way
50% connection
35%
Good way to spend some
time off while waiting
47% Inappropriate occasion 29%
General fun in surveys 46% Privacy / data security 27%
To learn something new 35% Poor usability 24%
Relevance of the topics 32% High loading time 19%
Other 4% Other 3%
14
Are you generally willing to participate in a survey on a smartphone? (n=2168)
What are the reasons for (not) participating in surveys on a smartphone?
15. WHEN YOU THINK ABOUT INVITATIONS, WHICH
OF THESE POSSIBILITIES COME INTO QUESTION?
Email 69%
SMS 57%
With a survey-app 50%
Instant message (e.g. WhatsApp) 22%
Call of an interviewer 22%
Social networks (e.g. facebook, twitter) 19%
Other 1%
15
When you think about invitations to mobile surveys, which of the following possibilities
come into question?(proponents of mobile surveys | n=1164)
16. HOW LIKELY WOULD YOU BE TO PARTICIPATE IN
THE FOLLOWING STUDY?
- +
Regular surveys
13 14 24 30 20
on way home
Interactive poll
9 15 32 30 15
in TV show
Upload of
12 16 26 28 18
mobile photos
Triggered
12 14 30 27 17
surveys at POS
Tracking of
20 18 24 25 14
phone calls
Tracking of
20 20 27 20 12
location
16
How likely would you be to participate in the following study? (proponents of mobile
surveys | n=1164)
17. FACTORS ON OVERALL LIKABILITY TO
PARTICIPATION IN MOBILE STUDIES
0,3
0,2
0,2
0,1
relevance of the study the right occassion for protection of privacy fun while participating
participation
17
And how do you evaluate this study in terms of...? (proponents of mobile
surveys | n=1164 | ß-weights)
18. COVERAGE &
LIKEABILITY
to participate in mobile studies
WILL IMPROVE
18
19. we can
SUPPORT & PROMOTE THIS
DEVELOPMENT
but we must take into account
INHIBITIONS & BARRIERS
19
