mobile research (stockholm, june 2012)
DESCRIPTION
Presentation by Kirs Hartvigsen, Vision CriticalTRANSCRIPT
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Welcome
Mr. Kris Hartvigsen
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Welcome to a Seminar on
Social Media & Online Communities
Mobile best practices and stories
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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
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Mobile email will account for 10 to 30% of email opens.
Emailmonday.com, 2011
Source: eDialog and Lightspeed Research
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Mobile Research
Learnings and Best Practice
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SMS Surveys
Applications
Mobile Web
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10 LEARNINGS FROM RESEARCH-ON-RESEARCH
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Mobile web survey platform
touch and non-touch mobile interfaces
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Given the choice, 1 in 9 will
take a mobile survey 1
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Mobile respondents are
younger and more female 2
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Mobile
Desktop
Gender Age
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Mobile respondents are also just
more into mobile 3
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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 games
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Mobile respondents take the survey
straight away* 4
* almost
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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
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Mobile respondents are ... er ...
mobile (kind of) 5
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Amongst those who chose desktop, 97%
answered the survey at home or at work
Amongst those who chose mobile, 15%
answered from transit or somewhere
other than home or work
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Mobile surveys take longer to complete 6
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Every 2 minutes of survey on a desktop
equates to 3 minutes on a mobile device
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Slightly more drop out from
mobile surveys 7
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4% 5% 4% 0%
Short Medium Long Desktop
% dropped out in survey
But survey length has no effect on dropout rate
at least not up to the 9 ½ minute mark
Mobile
(4 min) (6 min) (9.5 min) (6 min)
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Mobile surveys are relatively enjoyable 8
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“This survey was fun to complete”
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Data from mobile and desktop
surveys is comparable 9
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No statistical difference
between mobile and desktop
data across virtually all
question types
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Blackberries and iPhones really are different 10
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Median length of survey, in minutes
“This survey was fun to complete.” “This survey was more enjoyable than most.”
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3 TIPS FOR BEST PRACTICE IN MOBILE SURVEY DESIGN
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1. MAXIMISE SCREEN REAL ESTATE
banners branding
logos
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2. MINIMISE SCROLLING
multiple questions long choice lists
grid options
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3. OPTIMISE USE OF IMAGES
never a nice-to-have re-size and compress re-think survey design
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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 proof