evaluating two different mobile research ad-hoc and personal application

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


A. Mobile application usage: Implication on Mobile Research


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


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


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)


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.


Implications for mobile research

• Understanding the mobile internet usage

• Reaching the mobile target group where they are

• Conducting reasonable mobile research designs


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


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


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


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


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


B. Case Study


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


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


Three hypotheses on brand and campaign effects

H1. General brand effects

Campaign participants experience the brand much more

positively than non campaign participants.


The campaign shows a significant impact on brand image

= Significant at 95% confidence level

Campaign participants, especially Mobiler evaluated the brand indicators significantly better.



H2. Specific brand effects

Campaign participants with higher involvement show

increasing brand pattern.


Increasing brand values for high involved campaign participants

Online participants who also visited the mobile portal evaluated the brand indicators significantly better.




H3. Specific campaign effects

Campaign participants with higher involvement show

increasing campaign evaluation.


Increasing campaign evaluating values for high involved campaign participants

Mobile participants who also downloaded the application evaluated the campaign significantly better.



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.


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)


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.


Presented @ International conference on

Market Research in the Mobile World

2 & 3 Dec 2010, Berlin

For more information

Please visit: http://www.merlien.org

evaluating two different mobile research ad-hoc and personal application

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