The ways mobile devices are incorporated in research has continued to grow, develop and evolve. Are you keeping up-to-date on the continuing evolution of mobile research? Tune into the webinar to see where mobile research is at in 2018 from the author of Wiley’s The Handbook of Mobile Market Research.

1. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
Mobile in 2018
The Update
Sue York
NewMR

2. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
NewMR 2018 Sponsors
Pla8num
Gold
Silver
Communica8on

3. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
Agenda – It’s an update
• Mobile Usage – Update
• Mobile First & Ques8onnaires
• What’s next

4. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
What’s been happening?

5. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
Mobile keeps growing

6. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
Smartphone
Tablet

7. ITU – Measuring the Information Society - 2017
Global active mobile-broadband subscriptions, total
and per 100 inhabitants, 2007-2017
Global ITC Mobile Broadband

8. Global Differences in Smartphone Usage
ITU – Measuring the Information Society - 2017
Active mobile-broadband subscriptions per 100
inhabitants by level of development, 2007-2017
Developed
Developing
LDC
World

9. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
Mobile keeps growing,
but not everyone is connected

10. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
Other Changes

11. Internet Trends 2017,
Mary Meeker,
hRp://www.kpcb.com/internet-trends

13. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
It’s Complicated

14. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
Mobile %
Australia 19
Indonesia 10
Hong Kong 9
Singapore 8
South Korea 6
Japan 2
Malaysia 1
China 0
APAC Leaders in Mobile Surveys
Data Source:
ESOMAR GMR 2017
From “Finding the Story in th
Data” ESOMAR APAC 2018
Conference, Ray Poynter

15. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
Main Modes of Data CollecRon
Mobile
%
Online
%
CATI
%
F 2 F
%
Australia 19 69 9 3
Indonesia 10 4 8 78
Data Source:
ESOMAR GMR 2017
From “Finding the Story in the Data
ESOMAR APAC 2018 Conference, Ray Poynter

16. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
Mobile First QuesRonnaires

17. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
Why is Mobile EssenRal?
Coverage
Respect
It will happen anyway!
From “Re-envisioning Research with Mobile First”, NewMR October 2017

18. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
GeVng to Mobile First
LENGTH

19. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
Length of . . .
• Ques8onnaire
• Ques8ons
• Instruc8ons
• Response Lists
• ARribute Statements
• Scale Points (number of)

20. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
Landscape?
N
O

21. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
Does it change results?
Yes

22. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
What’s next?
• Sensors & passive data collec8on
• Chatbots
• Voice – in the age of smart speakers?
• Internet of things

23. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
Passive Data and Sensors
• Collec8ng data via sensors – not quite there
• Issues include
– Device issues, including compa8bility & baRery life
– Willingness of par8cipants & impact on sampling
– Informed consent issues
– Need more pilots and trials

24. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
Chatbots
• Mobile devices are a ‘natural’ fit with
chatbot surveys
• More from Rosie Ayoub later in this
session

25. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
RevisiRng what Voice means
on Mobile
• Ini8ally, voice capabili8es of mobile meant
CATI on mobile or IVR
• In the age of Smart Speakers & AI the
poten8al op8ons for par8cipants responding
via voice are greatly expanded
• ?

26. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
Thank You!
Follow me on Twier @1sue3
Check out
www.amazon.com/Handbook-Mobile-Market-
Research-Researchers/dp/1118935624

27. Mobile in 2018
Sue York, NewMR
The Future of
Data Collection
Q & A
Sue York
NewMR
Ray Poynter
The Future Place