Mobile Learnings and Best Practices

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Mobile Learnings and Best Practices

  1. 1. Mobile Research Learnings and Best Practice Mike Stevens Managing Director Vision Critical UKThe Need for Speed – May 18
  2. 2. SMS Surveys Applications Mobile WebThe Need for Speed – May 18
  3. 3. Two predictions There will be more smartphones than humans by the end of 2014 + The average mobile connection speed will surpass 1 Mbps in 2014The Need for Speed – May 18
  4. 4. 10 learnings from research-on-researchThe Need for Speed – May 18
  5. 5. Mobile web survey platform touch and non-touch mobile interfacesThe Need for Speed – May 18 5
  6. 6. Given the choice, 1 in 8 will 1 take a mobile surveyThe Need for Speed – May 18
  7. 7. In a nationally representative study, 11% of respondents used their mobile phone 11% 89% Desktop MobileThe Need for Speed – May 18
  8. 8. Mobile respondents are 2 younger and more femaleThe Need for Speed – May 18
  9. 9. Gender Age Mobile Male Female 18-34 35-54 55+ Desktop Male Female 18-34 35-54 55+The Need for Speed – May 18
  10. 10. Mobile respondents are also 3 just more into mobileThe Need for Speed – May 18
  11. 11. smartphone owners who took our test studies on mobile devices were more likely to use their mobile for music, photos, internet browsing, app downloads and gamesThe Need for Speed – May 18
  12. 12. Mobile respondents take the 4 survey straight away* * almostThe Need for Speed – May 18
  13. 13. Amongst those who choose desktop, 58% answered the survey the first day it launched Amongst those who choose mobile, 88% answered it the first dayThe Need for Speed – May 18
  14. 14. Mobile respondents are ... er ... 5 mobile (kind of)The Need for Speed – May 18
  15. 15. Amongst those who chose desktop, 97% answered the survey at home or at work Amongst those who chose mobile, 15% answered fromtransit or somewhere other than home or workThe Need for Speed – May 18
  16. 16. Mobile surveys take longer 6 to completeThe Need for Speed – May 18
  17. 17. Every 2 minutes of survey on a desktop equates to 3 minutes on a mobile deviceThe Need for Speed – May 18
  18. 18. Slightly more drop out 7 from mobile surveysThe Need for Speed – May 18
  19. 19. But survey length has no effect on dropout rate at least not up to the 9 ½ minute mark % dropped out in survey 4% 5% 4% 0% Short Medium Long Desktop (4 min) (6 min) (9.5 min) (6 min) MobileThe Need for Speed – May 18
  20. 20. Mobile surveys are 8 relatively enjoyableThe Need for Speed – May 18
  21. 21. “This survey was fun to complete” Agree strongly 50% 38% Mobile DesktopThe Need for Speed – May 18
  22. 22. Data from mobile and desktop 9 surveys is comparableThe Need for Speed – May 18
  23. 23. No statistical difference between mobile and desktop data across virtually all question types Decrease 32% 36% Remain the same 30% Desktop 29% Mobile Increase 38% 35%The Need for Speed – May 18
  24. 24. Blackberries and iPhones 10 really are differentThe Need for Speed – May 18
  25. 25. Median length of survey, in minutes Touch Device Non-Touch BlackBerry 10.5 14.6 “This survey was fun to complete.” “This survey was more enjoyable than most.” 100% 82% 100% 83% 74% 72% 50% 50% 0% 0% Touch Non-touch Touch Non-touchThe Need for Speed – May 18
  26. 26. 3 tips for best practice in mobile survey designThe Need for Speed – May 18
  27. 27. 1. Maximise screen real estate banners branding logosThe Need for Speed – May 18
  28. 28. 2. Minimise scrolling multiple questions long choice lists grid optionsThe Need for Speed – May 18
  29. 29. 3. Optimise use of images never a nice-to-have re-size and compress re-think survey designThe Need for Speed – May 18
  30. 30. So ... • Mobile research is a new frontier that needs careful exploration • Well designed interfaces are key to engaging respondents properly • You cannot just assume equivalence of data - you need proofThe Need for Speed – May 18
  31. 31. Questions?The Need for Speed – May 18

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