Is mobile the new online

2
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
WHAT IS „MOBILE“?ACTUALLY,
WHAT
EXACTLY
MOBILE?

3
THINK ABOUT IT…
Thinking is like
Google
- just much more
glaring

4
WHAT IS „MOBILE“?ACTUALLY,
WHAT
EXACTLY
MOBILE?

5
MOBILE
DEVICES
MOBILE
USAGE
MOBILE
RESEARCH
ONLINE / OFFLINE
ACTIVE / PASSIVE
QUALITATIVE / QUANTITATIVE
PLACE
TIME
SOCIAL CONTEXT
MEDIAL CONTEXT
WIRELESS
INPUT DEVICES
OUTPUT DEVICES
SOFTWARE

6
AGENDA

7
ACTIVE MOBILE-SUBSCRIPTIONS
68
There are 68 active mobile
broadband subscribtions per
100 inhabitants in Europe
Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx

08
92
86
95 93
86 88 89
82
99
91
84
56
52 51
36 36 35 33
29 31
25 23 22
9
Britain U.S. Spain China France Russia Germany Poland Czech
Republic
Italy Brazil India
Own cell phone Thereoff: use the internet regularly on cell phone
Source: http://www.pewresearch.org/daily-number/cell-phones-nearly-universal-in-much-of-the-world/
CELL-PHONE USAGE (Q1/2013)

9
WWW.NORSTAT.IT
MOBILE ADAPTION & MARKET SHARE
US Smartphone Ownership
No
Cell
Phone
17%
Smart
phone
35%
Other
Cell
Phone
48% 
12%
46%
41%

9%
56%
35%

Source: http://www.pewinternet.org/2013/06/05/smartphone-ownership-2013/

10
WORLD WIDE MOBILE WEB
ADOPTION IS GROWING
THAN WEB ADOPTION DID IN
THE 1990S AND EARLY
2000S.
X FASTER8
Source: http://www.supermonitoring.com/blog/2013/09/23/state-of-mobile-2013-infographic//#tt

11
WWW.NORSTAT.IT
TIME IT TOOK TO REACH 50 MILLION USERS
In years
Radio
TV
Internet
Facebook
Draw Something App
1050 252015 403530


@
38
13
4
3,5
50 days
Source: http://www.localytics.com/blog/2013/mobile-statistics/

12
OF ALL EMAILS
ARE
OPENED ON
MOBILE PHONES
28,85%
10,16
%
ON TABLETS.

13
The average age for the
first cell phone is now 13.

WWW.NORSTAT.IT
MOBILE IS THE
NEW ONLINE
NORSTAT CLIENT
DAY MILANO 2014
ARE YOU USING
MOBILE RESEARCH?
YOU BETTER WOULD…

15
THE 3 MODES OF MOBILE USER EXPERIENCE
Source: Mobify Research & Development
REPETITIVE NOW
Users are seeking recurring
realtime information, such as
stock quotes, sports scores
and auction listenings.
URGENT NOW
Users are seeking urgent
information on their mobile
device that is often related to
location or activity, mostly
through search engines and
recommendation sites like Yelp
or Foursquare.
BORED NOW
Users are seeking distraction,
entertainment or connection
through a mobile device on
services like Facebook,
Instagramm, Twitter or in their
email.

16
WWW.NORSTAT.IT
AVERAGE NUMBER OF DEVICES PER PERSON
Source: Norstat Germany Panel
A GERMAN PANEL MEMBER OF NORSTAT HAS AN
AVERAGE OF DEVICES AVAILABLE
(2.1 private + 0.4 business)
2.5

17
WWW.NORSTAT.IT
28%
22%
3%
41%
23%
HY2 / 10 HY1 / 11 HY2 / 11 HY1 / 12 HY2 / 12 HY1 / 13 HY2 / 13 HY1 / 14
Total DE UK IT
SHARE OF MOBILE SURVEY STARTERS
Source: consecutive survey within Norstat Panel amongst all new recruits
Italy
23%
Germany
22%
UK
41%

18
WWW.NORSTAT.IT
RESPONDENTS USE
DIFFERENT DEVICES TO
CONNECT WITH US,
DEPENDING ON MOOD,
TIME, PLACE & CONTEXT
IF WE DON‘T WANT TO
MISS OUT ON A
SIGNIFICANT PART OF
OUR SAMPLE, WE HAVE
TO MAKE OUR SURVEYS
ACCESSIBLE VIA ALL
WELL-ESTABLISHED
DEVICES!

19
WWW.NORSTAT.IT
APP SMS (EXTRA COSTS!)
Survey Invitations per…
EMAIL
(SOCIAL MEDIA)
HOW TO GET IN TOUCH?

20
WWW.NORSTAT.IT
THE OPINION PEOPLE APP
KEY ADVANTAGES
 Additional chanel for survey invitations
 Especially interesting for younger target groups
 Possibility to send push messages
 Potential extensions
 Geolocation
 Passive data collection
 Social media
 …
 Possibility to withdraw survey invitations if project
or certain quota is closed
KEY FACTS
 BETA Version live in NO & DE
 International launch (incl. IT) in Q2/2014

021
EMAIL INVITATIONS
KEY ADVANTAGES
 No change to current setup
 Approx. 40% of all emails are read on a mobile
device today
 No extra costs for clients and Norstat
 Respondents do not have to download APP –
everyone has an email-address
IMPORTANT: use responsive email-design or plain
text!

022
SMS INVITATIONS
KEY FACTS
 Short response latencies
 Plain & easy
 Good for immediate response and where short
term call for action is required (e.g. approval of
focus group participation or TV show live
feedback, …)
 Extra costs included!

23
MOBILE
FRIENDLY
ONLINE
SURVEYS
USER

24
WWW.NORSTAT.IT
DO DON‘T
USER FRIENDLY ONLINE SURVEYS
 SHORT SURVEYS (UP TO 10
MINS)
 SHORT QUESTION TEXTES
(RULES OF THUMB: TWITTER =
140 LETTERS)
 USE FILTERS TO AVOID
UNNECCESARY QUESTIONS
 USE INNOVATIVE QUESTION
TYPES INSTEAD OF GRID
QUESTIONS
 HTML 5
 LONG SURVEYS
 LONG QUESTION TEXTES AND
EXPLANATIONS
 GRID QUESTIONS AND ALL
OTHER CONFUSING
QUESTION TYPES
 NUMEROUS OPEN QUESTIONS
 FLASH QUESTIONNAIRES

25
WWW.NORSTAT.IT
goo.gl/5bmCYr
WANNA TRY?

26
WWW.NORSTAT.IT
AND WHAT ABOUT QUALITY & PERFORMANCE
 Taking a survey mobile takes approx.
30% longer than on stationary devices
 Dropout rates are (currently!) approx.
10% higher than in „normal“ surveys
 Only moderate implications on data
quality compared to stationary devices:
 Higher variance in grid questions
 Approx. 15% less text in open-
ended questions
 Higher item-non-response (don‘t
know or N/A)

27
MOBILE
THE NEW
ONLINE!

28
MOBILE
THE NEW
ONLINE!

29
MOBILE
THE NEW
ONLINE!
LOCATION
BASED
RESEARCH

30
MOBILE
THE NEW
ONLINE!
NETNOGRAPHY
RESEARCH

31
MOBILE
THE NEW
ONLINE!

32
CHRISTOPH
IRMER
christoph.irmer@norstat.de
+49 (89) 5480 194-10

Is mobile the new online

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Is mobile the new online