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Mobile VS everything else
1. Mobile vs. everything else :)
Exploring way of integrating surveys into mobile landscape in Russia
Tiburon Research & Mobiety, MRMW Europe 2012
2. Companies
• DIY tool for mobile web based • 300K+ online access panels in in
surveys with dashboards Russia and Ukraine
• NFC polls for instant feedback • Interactive questionnaires and
reporting
• Geo-targeting via auto-replies in
Twitter and Foursquare • DIY online QUAL
• In-app polls
Tiburon Research & Mobiety, MRMW Europe 2012
3. Agenda
Background
Why we did it and what was the environmental landscape
Our approach
WHATs and HOWs
Figures & findings
What we got and what we learned
Tiburon Research & Mobiety, MRMW Europe 2012
4. Objectives
To compare: SAWI
aka Mobile CAWI, „S‟ stands for „Smartphones‟
Against:
Mobile CATI
Conventional cell-phones interviewing
CAWI
Conventional online access panel sampling
Tiburon Research & Mobiety, MRMW Europe 2012
5. Background
Why we did it and what was the environmental landscape
Tiburon Research & Mobiety, MRMW Europe 2012
6. Russia is big…
143 000 000 people
Tiburon Research & Mobiety, MRMW Europe 2012
11. Mobile phone penetration
84% Russians have a cell phone
Tiburon Research & Mobiety, MRMW Europe 2012
12. Mobile only population
34% Russians have a cell phone only
Tiburon Research & Mobiety, MRMW Europe 2012
13. Mobile internet penetration
20% of population browse mobile web
Tiburon Research & Mobiety, MRMW Europe 2012
14. Internet penetration by geo
Broadband
Mobile
67% 70%
58%
51% 50%
45%
29%
21% 22% 19% 19% 19% 17% 14%
Tiburon Research & Mobiety, MRMW Europe 2012 FOM, Dec 2010, base 6474, by % in a group | link
15. Penetration rate by age
Broadband
84% 81% Mobile
67%
49% 51%
46%
31%
26%
11% 8%
4% 1%
12 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55+
Tiburon Research & Mobiety, MRMW Europe 2012 FOM, Dec 2010, base 6474, by % in a group | link
16. Our approach
WHATs and HOWs
Tiburon Research & Mobiety, MRMW Europe 2012
17. Project design
Questionnaire length: 40 questions
Two cities
Moscow – capital and the largest one with 10M+ inhabitants and Yekaterinburg – 4th largest with 1,3M
4 data collection methods
Next slide, please =)
Tiburon Research & Mobiety, MRMW Europe 2012
18. Data collection methods
CAWI access SAWI access
Mobile CATI SAWI river
panel panel
QIWI terminal
Sample source RDD access panel access panel
after top-up
incoming call
Invitation method e-mail SMS SMS
from call-center
Questionnaire layout voice full size browser mobile browser mobile browser
Tiburon Research & Mobiety, MRMW Europe 2012
19. River approach
$
$$ SMS SMS
When potential respondents make a
payment through QIWI terminals SMS
They receive the
invitation to participate
in survey
Tiburon Research & Mobiety, MRMW Europe 2012
20. Figures & findings
What we got and what we learned
Tiburon Research & Mobiety, MRMW Europe 2012
21. Cooperation figures
Mobile CAWI SAWI SAWI SAWI
CATI a.p. a.p. river «spam»
Response Rate 52% 30% 20% 2% 0.3%
Completion Rate -* 92% 87% 67% 70%
* No data available
Tiburon Research & Mobiety, MRMW Europe 2012
22. Questions we asked
Categories measured Category awareness
Have you ever heard of…?
Category trial
Have you ever tried…?
Category consumption
How often do you drink… at this time of year?
Ice tea Energy Sport
drinks drinks Demographics
Sex, Age, Geo…
Tiburon Research & Mobiety, MRMW Europe 2012
23. Trial
96% 94%
79% 74%
68% 68% 68%
54% 56%
34% 30%
28%
Ice tea Energy drink Sport drink
Tiburon Research & Mobiety, MRMW Europe 2012 Base: 300 / 300 / 300 / 300
24. Never heard of
40%
20% 20%
9% 12% 12%12%
4% 1% 2% 0%
0%
Ice tea Energy drink Sport drink
Tiburon Research & Mobiety, MRMW Europe 2012 Base: 300 / 300 / 300 / 300
25. Brands awareness :: prompted
CAWI SAWI SAWI
Mobile CATI
a.p. a.p. river
Lipton Ice Tea 83 94 99 70
Nestea 80 89 97 73
Ahmad Ice Tea 41 25 28 17
Greenice 34 15 24 12
Local brand 1 28 34 16 8
Base: those aware of the category
Tiburon Research & Mobiety, MRMW Europe 2012
26. Key findings
Representativity doesn‟t really exist :)
Fortunately rankings tend to match
SAWI “spam” – is of no practical use as RR is way too low
Though one can achieve some completes „broadcasting‟ SMS invitations, concerns regarding data validity and
privacy issues make the approach extremely questionable
SAWI access panel – workable, but noticeably biased
Bias towards more affluent and active users. Need a good reason to do mobile rather than conventional CAWI
SAWI river – technically workable, but needs further research
Observed bias was somewhat chaotic. Expect results will depend heavily on a river chosen
Tiburon Research & Mobiety, MRMW Europe 2012
27. Add-In: completion rate for SAWI river
100%
95%
45 questions
90%
9 questions
85% 87%
80% 77%
75%
1 2 3 4 5 6 7 8 9 12 13 14 15 17 18 19 23 31 40 45
number of questions
Tiburon Research & Mobiety, MRMW Europe 2012
28. Thanks! Question? Contacts
Mikhail Zarin Artem Tinchurin
Friends? fb.com/zarin.m tiburon-research.ru
Likes! fb.com/mobiety tinchurin@tiburon-research.ru
Suite 309, 10 Vostochnaya
Follow us @mobiety str., Moscow, Russia 115280
Follow me @zarin
Tiburon Research & Mobiety, MRMW Europe 2012
Editor's Notes
Hello! First of all I want to thank MMRA team for great event and this opportunity to talk with professionals from the stage.
…a big country with 143 mln inhabitants
And is of a big variety in terms of income and lifestyles
Really?
Thank you Artem! Naturally he is being a bit skeptic, but as for me I’m much more enthusiastic.We have a smart tool for mobile surveys and now our goal is to understand how to use it smartly.
