Mobile Redefines Media, Research

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Transcript of Mobile Redefines Media, Research

Slide 1

Mobile RedefinesMedia, Research

Andrew ElderSVP, Marketing SciencesCarrie AngioletSVP, Client Services

Michael McCraryPresident

In partnership with:Originally presented at the ARF Re:Think 2013 conference:

Prepared for:

2010, All Research Conducted by Illuminas#

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Last year 6% of all survey-taking activity on the Fulcrum platform was incidentally taking place on mobile devices; they predicted that by this month, 12% of surveys would beGrowth accelerated beyond expectations, hitting 13% in JanuaryAS RESEARCHERS, WE HAD TO FIND OUT WHAT WAS GOING ON.

2010, All Research Conducted by Illuminas#WHY DID WE CHOOSE THIS TOPIC?Illuminas saw FS (Patrick Comer) present at the CASRO Technology conference last year around how taking surveys on mobile devices was growingDuring that conference, they predicted how much mobile survey taking would grow and they actually undershot it by years end- thats how quickly it is gaining traction!As market researchers, we saw that and realized that we needed to explore this trend more, and understand the implications it was having.

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Who is the mobile survey audience, and how are they different?Does survey length really make a difference on a mobile device?Do I need to optimize my surveys specifically for mobile devices?How does market research need to adjust for mobile?Does it?

2010, All Research Conducted by Illuminas#

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2010, All Research Conducted by Illuminas#

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Illuminas

Full service market research consultancy delivering strategic marketing intelligence across B2B and consumer markets worldwide.

Delivers actionable and creative solutions that are founded on technical excellence and robust, leading-edge thinkingSolutions are tailored to clients unique business needs, and we design programs that enlighten business' strategy and empower informed, tactical decisionsBoutique provider with strong senior management involvement, but global presence with offices in London, New York, Austin

2010, All Research Conducted by Illuminas#

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Sample OptimizationSample Management Sample ExchangeBuyer and seller respondent routingIncreases sample performance up to 80%Enhances respondent experienceFlexible and Configurable

Preserve existing supplier relationshipsStreamlines supplier managementSimplifies complex projectsApply unrivaled quality and security controls

Boosts delivery Reduces costsAlways onEasy to useGlobal Diverse and rich

Fulcrum by Federated Sample

Todays most powerful, open and customizable online sampling platform.

2010, All Research Conducted by Illuminas#

Kinesis Survey Technologies

The industrys leading end-to-end survey and panel management software platform.Visit the Kinesis website: http://www.kinesissurvey.comRead the Kinesis blog: http://www.kinesissurvey.com/blog Follow Kinesis tweets: http://twitter.com/kinesis_survey

The only market research software provider to offer a fully multimode solution suiteProvides future-proof survey, panel management and community functionality not available in competing solutionsEnables seamless and simultaneous mobile, tablet and desktop device interactionHeadquarters in Austin, TX with European offices in London, U.K.Rapidly growing company with clients and partners worldwide

Prepared for:

2010, All Research Conducted by Illuminas#

MyPoints

Dependable Market Research Sample

High Quality: Targeted, qualified respondents based on over 500 data pointsDouble opt-in, physical address required, highly responsiveCertified for quality and consistency

Experienced, Full-Service Sampling: Founded in 1996, and providing market research sample solutions since 2005Consultative approach to meeting our partners sample needsFeasibility estimates you can count onCensus balanced out-go, disposition reporting, pre-screening, re-contacts, IHUTs, zip code targeting

Scale and Reach: 9 million double opt-in, including 7.5+ million email-able membersAccess to respondents via different channels (email, web, mobile, social) & categories

Prepared for:

2010, All Research Conducted by Illuminas#

2010, All Research Conducted by Illuminas#

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% of U.S. Panelists that respond via mobile device (2010-2012)The mobile revolution

2.8x Yearly Growth

2.6x Yearly Growth

2010, All Research Conducted by Illuminas#

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The mobile growth curve

SmartphoneTabletTotal MobileHighMidLow

ActualsProjectionsGlobal Growth of Mobile on Fulcrum Platform

2010, All Research Conducted by Illuminas#

Traditional

Optimized

2010, All Research Conducted by Illuminas#

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IncidentalIntentional

Who are taking our surveys? And who is doing it on mobile devices?

2 TRACKS

2010, All Research Conducted by Illuminas#

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Who are these survey-takers?

10%19%42%29%

18%18%43%22%

26%26%29%18%

18-2425-3435-5455+

18-2425-3435-5455+

18-2425-3435-5455+

50%

50%

45%

55%

49%

51%

AGEGENDER

TECH CREDS

DEVICE USENew tech advice-givers41%

New tech advice-givers45%

New tech advice-givers51%

Phone is for entertainment29%

Phone is for entertainment34%

Phone is for entertainment39%

Favorite

Favorite

Favorite

2010, All Research Conducted by Illuminas#

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What happens when you intentionally seek out mobile survey takers?

IncidentalIntentional

2010, All Research Conducted by Illuminas#

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IncidentalIntentionalOur methodologyStandard 15 min surveyScreeners / DemographicsA. MusicB. TVD. SocialC. MoviesAsk 1 of 4ShortLongLongShortStandard 15 min surveyScreeners / DemographicsA. MusicB. TVD. SocialC. MoviesAsk 1 of 4Optimized survey experienceSensitivity to survey length

2 TRACKS

2010, All Research Conducted by Illuminas#

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IncidentalIntentionalDoes survey length matter?ShortLongLongShort

Survey Length9:485:105:5111:45

Drop Off7.9%6.0%4.7%8.1%

Time Well Spent48%46%46%41%

2 TRACKS

2010, All Research Conducted by Illuminas#

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Incidental mobile survey takersIntentional mobile survey takers

PCHow do they compare?

PCTabletS.PhoneIntentional TabletIntentional S.Phone

2010, All Research Conducted by Illuminas#

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Intentional smartphone users turn to their phone for entertainment at higher rates than all other audiences

2010, All Research Conducted by Illuminas#

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Intentional smartphone users turn to their phone for entertainment at higher rates than all other audiencesIntentional tablet and smartphone users are more tech savvy

2010, All Research Conducted by Illuminas#

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Intentional smartphone users turn to their phone for entertainment at higher rates than all other audiences

They also use more devices regularlyIntentional tablet and smartphone users are more tech savvy

2010, All Research Conducted by Illuminas#

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Intentional smartphone users turn to their phone for entertainment at higher rates than all other audiences

They also use more devices regularly

And are more likely to use social mediaIntentional tablet and smartphone users are more tech savvy

2010, All Research Conducted by Illuminas#

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Intentional smartphone users turn to their phone for entertainment at higher rates than all other audiences

They also use more devices regularly

And are more likely to use social media

But those on smartphones are the most active on social media sites, potentially due to ageIntentional tablet and smartphone users are more tech savvy

2010, All Research Conducted by Illuminas#

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Ok, but how does this affect advertising research specifically?

2010, All Research Conducted by Illuminas#

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Interact with ads as a result of listening to music, watching TV and using social media

PC

Tablet

Smart Phone

Tablet

Smart Phone

MUSIC

PC

Tablet

Smart Phone

Tablet

Smart Phone

TV

PC

Tablet

Smart Phone

Tablet

Smart Phone

Social Media

2010, All Research Conducted by Illuminas#

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Purchased something as a result of listening to music, watching TV and using social media

PC

Tablet

Smart Phone

Tablet

Smart Phone

MUSIC

PC

Tablet

Smart Phone

Tablet

Smart Phone

TV

PC

Tablet

Smart Phone

Tablet

Smart Phone

Social Media

2010, All Research Conducted by Illuminas#

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Would pay to eliminate advertisements during their activities

PC

Tablet

Smart Phone

Tablet

Smart Phone

MUSIC

PC

Tablet

Smart Phone

Tablet

Smart Phone

TV

PC

Tablet

Smart Phone

Tablet

Smart Phone

Movies

2010, All Research Conducted by Illuminas#

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Desire to interact with brands through social media

Follow a Brand on Social Media

Receive Opt in Communications

Receive Custom Ads fm. Online Activity

PC

Tablet

Smart Phone

Tablet

Smart Phone

PC

Tablet

Smart Phone

Tablet