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Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Mobile	Research	in	a	
Global	Context	
Sue	York	
The	Handbook	of	Mobile	
Market	Research	
	
7	December	2016
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Today	–	The	World!
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Dimensions	of	Mobile	Research	
•  Voice	vs.	Self	complete	
•  Mobile	only	vs.	Dual	Mode	
•  Smartphone	or	Tablet	vs.	Other	Mobile	
•  Browser	vs.	App	
•  Qual	vs.	Quant
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Mobile	.	.	.		
The	fastest	growing	tech	in	history
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Mobile	.	.	.		
In	some	countries	more	people	have		
access	to	mobile	services	than	.	.	.	
	Bank	accounts	
	Electricity	
	Clean	Water	
(World	Bank,	2012)
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Going	Mobile	Globally	
The	Checklist	
Who	
What	
How
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Going	Mobile	Globally	
The	Checklist	
Who	
What	
How
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Who	
	
7	billion	mobile	devices	
7.6	billion	people
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Useful	References	
hQp://www.itu.int/en/ITU-D/StaVsVcs/Documents/publicaVons/misr2016/MISR2016-w4.pdf
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Large	variaMons	across	the	World	
Bahrain,	UAE,	Republic	of	Korea	&	Malaysia	have	very	
high	mobile	phone	ownership	
	
Myanmar	(2015) 	39%		(15	to	65)	
	
Bangladesh	(2015) 	40%	(15	plus)	
	
Source:		ITU	Measuring	the	InformaVon	Society	Report	2016
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Source:		ITU	Measuring	the	InformaVon	Society	Report	2016	
ITU	-	ICT	Development	Index
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Why	not?	
Not	affordable	
Broken	phone	or	stolen	
Don’t	need	one	
Quality	and	coverage	
Tech	skills	
Operator	trust	
Source:		ITU	Measuring	the	InformaVon	Society	Report	2016
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Less	likely	to	be	on	mobile	
•  Lowest	income	
•  Rural	areas	
•  Old	(everywhere)	&	Young	
•  Lower	educaVon	levels	
•  Women	–	in	some	countries	
Source:		ITU	Measuring	the	InformaVon	Society	Report	2016
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
But	.	.	.	
	
Remember	that	the	situaMon	can	.	.	.		
	
CHANGE	.	.	.		
	
Quickly
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Source:		ITU	Measuring	the	InformaVon	Society	Report	2016
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Going	Mobile	Globally	
The	Checklist	
Who	
What	
How
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Mobile	Device	Types	
Smartphones	(2	Billion	–	30%	of		Mobiles)		
	Bells	and	Whistles	
	Basic	
Other	Phones
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Smartphone	OperaMng	Systems	
2016	Q2	Sales	
	
	Android 	88%	
	iOS 	 	12%	
	
	
Source	:hQps://www.idc.com/prodserv/smartphone-os-market-share.jsp
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Going	Mobile	Globally	
The	Checklist	
Who	
What	
How
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
How	
•  Contracts	
•  IncenVves	
•  Recruitment	
•  Laws	and	RegulaVons	
•  Language	&	Literacy	&	Script	
•  Local	know-how
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Who	
What	
How	
þ	
þ	
þ	
Going	Mobile	Globally	
The	Checklist
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Thank	You!	
	
Follow	me	on	TwiXer	@1sue3	
Check	out	
www.amazon.com/Handbook-Mobile-Market-Research-Researchers/dp/1118935624
Mobile	Research	in	a	Global	Context	–	NewMR	Webinar	
Sue	York,	The	Handbook	of	Mobile	Market	Research,	2016	
Q	&	A	
Ray	Poynter	
The	Future	Place	
Sue	York	
The	Handbook	of	
Mobile	Market	Research

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Sue York Research Innovation 2016