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Mobile	in	2018	
Sue	York,	NewMR	
The Future of
Data Collection
	
	
Mobile	in	2018	
The	Update	
Sue	York	
NewMR
Mobile	in	2018	
Sue	York,	NewMR	
The Future of
Data Collection
	
	
NewMR	2018	Sponsors	
Pla8num	
Gold	
Silver	
Communica8on
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
Mobile	in	2018	
Sue	York,	NewMR	
The Future of
Data Collection
	
	
What’s	been	happening?
Mobile	in	2018	
Sue	York,	NewMR	
The Future of
Data Collection
	
	
Mobile	keeps	growing
Mobile	in	2018	
Sue	York,	NewMR	
The Future of
Data Collection
	
	
Smartphone	
Tablet
ITU – Measuring the Information Society - 2017
Global active mobile-broadband subscriptions, total
and per 100 inhabitants, 2007-2017
Global	ITC	Mobile	Broadband
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
Mobile	in	2018	
Sue	York,	NewMR	
The Future of
Data Collection
	
	
Mobile	keeps	growing,	
	
but	not	everyone	is	connected
Mobile	in	2018	
Sue	York,	NewMR	
The Future of
Data Collection
	
	
Other	Changes
Internet	Trends	2017,	
Mary	Meeker,	
hRp://www.kpcb.com/internet-trends
Mobile	in	2018	
Sue	York,	NewMR	
The Future of
Data Collection
	
	
It’s	Complicated
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
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
Mobile	in	2018	
Sue	York,	NewMR	
The Future of
Data Collection
	
	
Mobile	First	QuesRonnaires
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
Mobile	in	2018	
Sue	York,	NewMR	
The Future of
Data Collection
	
	
GeVng	to	Mobile	First	
	
LENGTH
Mobile	in	2018	
Sue	York,	NewMR	
The Future of
Data Collection
	
	
Length	of	.	.	.		
•  Ques8onnaire	
•  Ques8ons	
•  Instruc8ons	
•  Response	Lists	
•  ARribute	Statements	
•  Scale	Points	(number	of)
Mobile	in	2018	
Sue	York,	NewMR	
The Future of
Data Collection
	
	
Landscape?	
	
N
O
Mobile	in	2018	
Sue	York,	NewMR	
The Future of
Data Collection
	
	
Does	it	change	results?	
	
Yes
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
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
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
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	
•  ?
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
Mobile	in	2018	
Sue	York,	NewMR	
The Future of
Data Collection
	
	
Q	&	A	
Sue	York	
NewMR	
Ray	Poynter	
The	Future	Place

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