WelcomeMr. Kris Hartvigsen
Welcome to a Seminar onSocial Media & Online Communities                                    Mobile best                   ...
Two predictions  There will be more smartphones than      humans by the end of 2014                    +The average mobile...
Mobile email will account for 10 to 30% of email opens.               Emailmonday.com, 2011                               ...
Mobile Research  Learnings and Best Practice
SMS SurveysApplicationsMobile Web
10 LEARNINGS FROMRESEARCH-ON-RESEARCH
Mobile web survey platformtouch and non-touch mobile interfaces
1   Given the choice, 1 in 9 will       take a mobile survey
2    Mobile respondents are    younger and more female
Gender   AgeMobileDesktop
3   Mobile respondents are also just           more into mobile
smartphone owners who took our test studieson mobile devices were more likely to use   their mobile for music, photos, int...
Mobile respondents take the survey4              straight away*    * almost
Amongst those who choose desktop,        58%answered the survey the first   day it launched Amongst those who choose mobil...
Mobile respondents are ... er ...5          mobile (kind of)
Amongst those who chose desktop,  97%answered the survey at home or at workAmongst those who chose mobile,   15% answered ...
Mobile surveys take longer   to6           complete
Every 2  minutes of survey on a desktopequates to 3 minutes on a mobile device
Slightly more drop out from7            mobile surveys
But survey length has no effect on dropout rate    at least not up to the 9 ½ minute mark          % dropped out in survey...
Mobile surveys are relatively8           enjoyable
“This survey was fun to complete”
Data from mobile and desktop9     surveys is comparable
No statistical differencebetween mobile and desktop   data across virtually all       question types
Blackberries and iPhones10      really are different
Median length of survey, in minutes“This survey was fun to complete.”   “This survey was more enjoyable than most.”
3 TIPS FOR BEST PRACTICE INMOBILE SURVEY DESIGN
1. MAXIMISE SCREEN REAL ESTATE            banners            branding              logos
2. MINIMISE SCROLLING  multiple questions   long choice lists     grid options
3. OPTIMISE USE OF IMAGES   never a nice-to-have   re-size and compress  re-think survey design
So ... Mobile research is a new frontier that needs careful                       exploration     Well designed interfaces...
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
Mobile Research (Stockholm, June 2012)
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Mobile Research (Stockholm, June 2012)

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Presentation by Kirs Hartvigsen, Vision Critical

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Mobile Research (Stockholm, June 2012)

  1. 1. WelcomeMr. Kris Hartvigsen
  2. 2. Welcome to a Seminar onSocial Media & Online Communities Mobile best practices and stories
  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 2014
  4. 4. Mobile email will account for 10 to 30% of email opens. Emailmonday.com, 2011 Source: eDialog and Lightspeed Research
  5. 5. Mobile Research Learnings and Best Practice
  6. 6. SMS SurveysApplicationsMobile Web
  7. 7. 10 LEARNINGS FROMRESEARCH-ON-RESEARCH
  8. 8. Mobile web survey platformtouch and non-touch mobile interfaces
  9. 9. 1 Given the choice, 1 in 9 will take a mobile survey
  10. 10. 2 Mobile respondents are younger and more female
  11. 11. Gender AgeMobileDesktop
  12. 12. 3 Mobile respondents are also just more into mobile
  13. 13. smartphone owners who took our test studieson mobile devices were more likely to use their mobile for music, photos, internet browsing, app downloads and games
  14. 14. Mobile respondents take the survey4 straight away* * almost
  15. 15. Amongst those who choose desktop, 58%answered the survey the first day it launched Amongst those who choose mobile, 88% answered it the first day
  16. 16. Mobile respondents are ... er ...5 mobile (kind of)
  17. 17. Amongst those who chose desktop, 97%answered the survey at home or at workAmongst those who chose mobile, 15% answered fromtransit or somewhere other than home or work
  18. 18. Mobile surveys take longer to6 complete
  19. 19. Every 2 minutes of survey on a desktopequates to 3 minutes on a mobile device
  20. 20. Slightly more drop out from7 mobile surveys
  21. 21. 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) Mobile
  22. 22. Mobile surveys are relatively8 enjoyable
  23. 23. “This survey was fun to complete”
  24. 24. Data from mobile and desktop9 surveys is comparable
  25. 25. No statistical differencebetween mobile and desktop data across virtually all question types
  26. 26. Blackberries and iPhones10 really are different
  27. 27. Median length of survey, in minutes“This survey was fun to complete.” “This survey was more enjoyable than most.”
  28. 28. 3 TIPS FOR BEST PRACTICE INMOBILE SURVEY DESIGN
  29. 29. 1. MAXIMISE SCREEN REAL ESTATE banners branding logos
  30. 30. 2. MINIMISE SCROLLING multiple questions long choice lists grid options
  31. 31. 3. OPTIMISE USE OF IMAGES never a nice-to-have re-size and compress re-think survey design
  32. 32. So ... Mobile research is a new frontier that needs careful exploration Well designed interfaces are key to engaging respondents properlyYou cannot just assume equivalence of data - you need proof

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