Welcome

Mr. Kris Hartvigsen

Welcome to a Seminar on

Social Media & Online Communities

Mobile best practices and stories

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

Mobile email will account for 10 to 30% of email opens.

Emailmonday.com, 2011

Source: eDialog and Lightspeed Research

Mobile Research

Learnings and Best Practice

SMS Surveys

Applications

Mobile Web

10 LEARNINGS FROM RESEARCH-ON-RESEARCH

Mobile web survey platform

touch and non-touch mobile interfaces

Given the choice, 1 in 9 will

take a mobile survey 1

Mobile respondents are

younger and more female 2

Mobile

Desktop

Gender Age

Mobile respondents are also just

more into mobile 3

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

Mobile respondents take the survey

straight away* 4

* almost

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

Mobile respondents are ... er ...

mobile (kind of) 5

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

Mobile surveys take longer to complete 6

Every 2 minutes of survey on a desktop

equates to 3 minutes on a mobile device

Slightly more drop out from

mobile surveys 7

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)

Mobile surveys are relatively enjoyable 8

“This survey was fun to complete”

Data from mobile and desktop

surveys is comparable 9

No statistical difference

between mobile and desktop

data across virtually all

question types

Blackberries and iPhones really are different 10

Median length of survey, in minutes

“This survey was fun to complete.” “This survey was more enjoyable than most.”

3 TIPS FOR BEST PRACTICE IN MOBILE SURVEY DESIGN

1. MAXIMISE SCREEN REAL ESTATE

banners branding

logos

2. MINIMISE SCROLLING

multiple questions long choice lists

grid options

3. OPTIMISE USE OF IMAGES

never a nice-to-have re-size and compress re-think survey design

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