YOC-Gruppe | Berlin | 25. November 2008YOC Group| Berlin| December 3th 2010
Evaluating two different mobile research
designs: ad-hoc mobile portal research and
personal application mobile research
Berlin, December 3th 2010
Malte Friedrich-Freksa
2YOC Group| Berlin| December 3th 2010
Agenda
A. Mobile application usage: Implication on Mobile Research
B. Case Study
3YOC Group| Berlin| December 3th 2010
A. Mobile application usage: Implication on Mobile Research
4YOC Group| Berlin| December 3th 2010
Different App Stores show increasing growth rate
Apple App Store
�Launch July 2008
�Over 100,000 Apps
�Billing with credit-/ account card
Ovi Store
�Launch May 2009
�Size: 20,000 Apps
�Billing with credit card, WAP-
Billing
Blackberry Application Storefront
�Launch May 2009
�Size: 2,000 Apps
�Billing with Paypal
Android
�Launch October 2008
�Size: 10,000 Apps
�Access and publishing for every
developer
5YOC Group| Berlin| December 3th 2010
Apple sweeps mobile ecosystems with iPhone and App Store
Selling >36 million iPhones and iPod Touch worldwide (2010)**
Selling >2 million iPhones in Germany (2010, estimated)**
30% of mobile traffic is gained by iPhones
More than 100,000 applications in 20 categories*
More than 3billion downloads at App
Store*
1/5 apps are free of charge
**Source: www.zdnet.de (2010-01.07); estimation by Piper-Jaffray-Analyst Gene Munster * Source: Apple Inc. (2010-01-05) http://www.apple.com/de/pr/library/2010/01/05appstore.html
6YOC Group| Berlin| December 3th 2010
iPhone users are an innovative target group and considered as drivers for mobile internet usage
73% men und 27% women
higher education level and income above average
48% are using apps at least 30
minutes per day*
80 % are using 10 or more
iPhone features* 98 % of buyers are browsing
mobile internet
Core target group: between 24 – 39 years old
48% are downloading new applications more than
once a week*
first-mover and design-affine
*Source: Gravitytank 2009Apps get real – Perspectives on the Phenomenon
N=804 Smartphone users, 301 of whom own app-enabled phones (either Apple's iPhone or HTC's G1)
7YOC Group| Berlin| December 3th 2010
Changing mobile internet usage affects mobile marketing and advertising concepts
Different mobile applications for
German newspaper
� Different operating systems require specific apps for customized content.
� Applications establish new media content presentation.
� Mobile portal and apps complement one another to enhance the possibilities of mobile publishing.
8YOC Group| Berlin| December 3th 2010
Implications for mobile research
• Understanding the mobile internet usage
• Reaching the mobile target group where they are
• Conducting reasonable mobile research designs
9YOC Group| Berlin| December 3th 2010
Mobile research designs: Four different approaches
Mobile PortalMobile
application
Downloading application, invitation within application
Browsing mobile portal, invitation via banner
Mobile Panel
Invitation via survey link
Mobile Response
Participants sending SMS to access the survey
10YOC Group| Berlin| December 3th 2010
Mobile Response Research – participants receive access to survey via survey link
Invitation via different media channel
1. Invitation 2. Self-recruiting
Participant sends SMS
3. Participation
SMS
“Research”
to 99999 Click here for
participation
Participant receives survey link
11YOC Group| Berlin| December 3th 2010
Mobile Panel Research: Recruiting panellists for participation in mobile surveys
Recruiting panellists via different media
1. Recruiting
2. Activation
Selecting target groups and inviting panellist via link Participant receives link
to reach the survey
3. Participation
12YOC Group| Berlin| December 3th 2010
Mobile Portal Research: Survey invitation via mobile banner
Take part in our surveyTake part in our survey
Placement of mobile banner or text links on mobile website
1. Survey invitation
Clicking the banner leads to the survey
2. Participation
13YOC Group| Berlin| December 3th 2010
Mobile Application Research: Survey invitation while browsing the app
CampaignCampaign‘‘ss appClick!Click!
Downloading application on campaign portal or app-store
1. Download
2. Activation
Survey invitation while browsing the app
3. Participation
C.Menu item AMenu item A
Menu item BMenu item B
Menu item CMenu item C
Take part in our Take part in our
surveysurvey
CampaignCampaign‘‘ss application
Click!Click!
Campaign with App
Click!Click!
Clicking the banner leads to the survey
14YOC Group| Berlin| December 3th 2010
B. Case Study
15YOC Group| Berlin| December 3th 2010
Campaign and research goals
Seite 15
the campaign
• combined online and mobile
• the mobile part enabled consumers to have the brand experience on their phones. In addition, an iPhone and a Java application were developed to complement the online experience.
research goals: campaign evaluation
• brand image
• campaign participation and evaluation
• campaign media awareness
• Socio demographics
16YOC Group| Berlin| December 3th 2010
Research design
Online exposed
click on survey link in flash layer
completed survey
Visit campaign website
Control group
click on survey link in the eye
catcher
completed survey
visit regular company website
Mobile exposed
click on survey link
completed survey
Visit campaign mobile portal
download application
17YOC Group| Berlin| December 3th 2010
Three hypotheses on brand and campaign effects
H1. General brand effects
Campaign participants experience the brand much more
positively than non campaign participants.
18YOC Group| Berlin| December 3th 2010
The campaign shows a significant impact on brand image
= Significant at 95% confidence level
Campaign participants, especially Mobiler evaluated the brand indicators significantly better.
19YOC Group| Berlin| December 3th 2010
Three hypotheses on brand and campaign effects
H2. Specific brand effects
Campaign participants with higher involvement show
increasing brand pattern.
20YOC Group| Berlin| December 3th 2010
Increasing brand values for high involved campaign participants
Online participants who also visited the mobile portal evaluated the brand indicators significantly better.
= Significant at 95% confidence level
21YOC Group| Berlin| December 3th 2010
Three hypotheses on brand and campaign effects
H3. Specific campaign effects
Campaign participants with higher involvement show
increasing campaign evaluation.
22YOC Group| Berlin| December 3th 2010
Increasing campaign evaluating values for high involved campaign participants
Mobile participants who also downloaded the application evaluated the campaign significantly better.
= Significant at 99% confidence level
23YOC Group| Berlin| December 3th 2010
Main Results
• Positive campaign evaluation: The promotion had a good brand fit, was the most attractive promotion noticed in the last 12 months and had a real personal benefit for participants.
• Hypotheses confirmed: involved participants show increasing brand patterns and better campaign evaluation.
• Reached target group: Gender distribution was almost 50/50 – online had slightly more women and mobile users were younger than other participants.
24YOC Group| Berlin| December 3th 2010
Click and completion rates depend on mobile research approach
(1) Mobile
exposed*
(2) Mobile
exposed**
(2) Online
exposed**
(2) Control
group**
conditions free cost free free
method mobile survey mobile survey online survey online survey
click rate 11.3%*** 5.0%*** 2,8%*** 3,8%***
completion
rate67.3%**** 30.0%****
length ~5 min. ~8 min. ~7 min. ~3 min.
* First Mobile research study 2009, surfing the mobile campaign portal was free ** Second study campaign evaluation 2009, surfing the mobile campaign portal *** click rate survey banner (clicks on survey banner / clicks on mobile campaign portal home)**** completion rate (survey completes / clicks on survey banner)
25YOC Group| Berlin| December 3th 2010
Conclusion
• Multi Method approach was successful
Little demographic differences between the three channels indicate a successful data collection.
• Differences in mobile research designs affect response rates
Costs for mobile surfing and length of questionnaire are still critical factors.
• Further Mobile Research have to consider the importance of application
Data collection should take place within the application: more personal experience for participants.
26YOC Group| Berlin| December 3th 2010
Presented @ International conference on
Market Research in the Mobile World
2 & 3 Dec 2010, Berlin
For more information
Please visit: http://www.merlien.org