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![Page 1: Insights and Innovations – today and the way forward for mobile research from a user’s perspective - Standard Bank](https://reader035.fdocuments.net/reader035/viewer/2022062514/55843227d8b42ac0658b520f/html5/thumbnails/1.jpg)
November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by
![Page 2: Insights and Innovations – today and the way forward for mobile research from a user’s perspective - Standard Bank](https://reader035.fdocuments.net/reader035/viewer/2022062514/55843227d8b42ac0658b520f/html5/thumbnails/2.jpg)
#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
![Page 3: Insights and Innovations – today and the way forward for mobile research from a user’s perspective - Standard Bank](https://reader035.fdocuments.net/reader035/viewer/2022062514/55843227d8b42ac0658b520f/html5/thumbnails/3.jpg)
Insights and Innovations
Today and the way forward for research
from a users perspective
November 2014
Shirley Harding
Head Market Research
Standard Bank Group
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5 trends driving growth in
Africa
Africa’s dormant resources potential
Africa’s deepening financial sector
A larger, younger, and more affluent
population
Africa’s transformational urban swell
Leapfrogging through technology
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Source: Kenya Daily Nation DN2
Africa is Mobile
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Mobile phone penetration
Source: GSMA Sub Saharan African Mobile Economy 2013 /The Lions go digital McKinsey & Company 2013
2017
346Million UNIQUE MOBILE SUBSCRIBERS
66%
35%
50%
31% 30% 30%
45% 48%
135%
49%
100%
72%
57% 68%
96% 88%
0%
20%
40%
60%
80%
100%
120%
140%
160%
SouthAfrica
Angola Ghana Kenya Tanzania Nigeria IvoryCoast
Senegal
Unique subscribers GSMA Penetration McKinsey ITU data
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Device used to access internet banking
Source: Standard Bank Proprietary survey
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The BIG promise of mobile research
sits in self selection/self completion
interviews
BUT
These come with their challenges
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Technological Device
type
Data
access
Majority of users are still
on feature phones
Many with limited functionality
2G remains the
predominant connection
Source: GSMA Sub Saharan African Mobile Economy 2013
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Technological Device
type
Data
access
Literacy and
Language Literacy Language
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Technological Device
type
Data
access
Literacy and
Language Literacy Language
Research
literacy Scepticism
Survey
competence
Panels and lists Not readily
available
Less
Control
![Page 12: Insights and Innovations – today and the way forward for mobile research from a user’s perspective - Standard Bank](https://reader035.fdocuments.net/reader035/viewer/2022062514/55843227d8b42ac0658b520f/html5/thumbnails/12.jpg)
But a mobile world means
so much more for
researchers
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Device assisted interviews are most viable
Speed
Ease of
interviewing
Quality
Q
Respondent
comfort
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An example – market sizing trader markets
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An example – market sizing trader markets
![Page 16: Insights and Innovations – today and the way forward for mobile research from a user’s perspective - Standard Bank](https://reader035.fdocuments.net/reader035/viewer/2022062514/55843227d8b42ac0658b520f/html5/thumbnails/16.jpg)
An example – young entrepreneurs
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Implications of mobile
research for clients
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Computer technology enabled
complexity
Mobile technology demands
simplicity
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Fewer
Questions
Shorter
brand lists
Data
fusion
Matched
samples
Less
attributes
Shorter
surveys
More Focus
Better Planning
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Addressing client needs in
a mobile world
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Mobile accessible charting
Reporting via mobile
Project updates App
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Phto
Picture scanned from Safaricom calendar: Seeds of success by Mutua Matheka
Na Gode
Asante
Thank you
Ngiyabonga
Obrigada
Zikomo
Shirley Harding
Standard Bank Group
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#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
![Page 24: Insights and Innovations – today and the way forward for mobile research from a user’s perspective - Standard Bank](https://reader035.fdocuments.net/reader035/viewer/2022062514/55843227d8b42ac0658b520f/html5/thumbnails/24.jpg)
November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by