Mobile Research Going Mainstream: Perspectives from on the Ground in Asia - Decision Fuel

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January 30-31, 2013
Kuala Lumpur, Malaysia

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Asia-Pacific Edition 2013 WWW.MRMW.NET

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Mobile Research Going Mainstream:
Perspectives from on the Ground in Asia
Paddy Corr #paddyfields
MRMW Kuala Lumpur - 30 January 2013

Decision Fuel is a consumer
insights platform.

We use mobile to make
trusted market research
simple, fast and affordable.

Idea to insight in <24hrs.

Focus on Asia.

10m responses.

Mobile web usage is already mainstream:
Huge demographic shift in the past year

New
India China Korea Singapore Australia
Zealand
Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4
2011 2012 2011 2012 2011 2012 2011 2012 2011 2012 2011 2012

15 - 19 34% 22% 16% 9% 14% 15% 7% 5% 8% 3% 21% 6%

20 - 24 36% 36% 29% 24% 17% 12% 16% 8% 13% 11% 26% 12%

25 - 34 23% 29% 36% 44% 39% 30% 41% 30% 27% 30% 28% 31%

35+ 7% 13% 18% 22% 30% 43% 36% 58% 52% 56% 25% 52%

Source: Inmobi Mobile Media Study, Wave 2, Q4 2012

4
4 Mobile Research Going Mainstream – Perspectives from Asia

On many metrics, mobile research is
also moving mainstream…

Korea Japan

PRC
Hong Kong Taiwan
India
Thailand Philippines
Vietnam
Malaysia
Singapore

Indonesia

Australia
NZ

Range of Clients Array of Asian Markets Variety of Ways to Deploy
Clients from MNC’s, agencies, Mobile flexible enough to deploy Many familiar research situations
local companies, SMEs, further in every one of Asia’s key where mobile has proven its
education, design companies, markets... worth…
non-profits…

5

But these things won’t
engage an MRMW
audience at the end of a
long day…!

6

What’s different about mobile’s
research role in Asia?
Is it really the ‘next big thing’?
What will that look like?

7

For many of us, we spend a lot of time – quite rightly –
on the following…

Building capable technology platforms
Regional presence and
understanding
Data quality
Quant & qual elements

…these are clearly important. On their own, they aren’t
enough to make mobile the ‘next big thing’ in Asia
8

For us, mobile going TRULY mainstream (i.e.
the next big thing) means…

Replicating Embracing what
standard market makes mobile
research unique, what
(at least, not all the time) makes it shine

9

Some areas where mobile can shine

Small is Ability to Access places &
beautiful… automate… situations that other
research cannot
reach…
Building rich consumer
insight in a fraction of Keeping it
the time… simple…

10

Case studies that let mobile shine

1. Not trying to ‘recreate’ regular research

2. The common-sense antidote to BIG DATA mayhem

3. Letting ASIA lead the way

11

Case #1:
Mobile not trying to ‘recreate’ regular research

Understanding the morning Client & Research Context
coffee as it happens… • A major instant beverage brand in China
• Investigating ‘time of day’ consumption
behaviour (eg brand/category preferences)
“Pop-up Ratings” • Rapid, direct access to sample during/just
after consumption
…mobile unlocking this important research
• Keen to understand context for category
occasion: gathering data at specific points in
participation/brand choice for morning
time (eg when they experience a brand, in a
coffee in China
specific daypart, during TV show, etc.).
• Want access to feature phone as well as
smartphone users
• Two specific cities in China

works consumption drivers at
different time slices Source:#
Decision#
Fuel#
research,#
March#2012,#
sample# =#
n# 418# 3"

Mobile shines:
A simple, in-the-moment measure for beverage consumption
es used Similar Applications Xxx#have#
earlier# more#
and# active#
morning#
beverage#
consumption#
tha
yyyy#
ment and Other potential examples: When% the% time% had% beverage?%
was% last% you% a% %

■Brands looking for precise
80%"

70%"

erpretation of 7:15AM
segmentation across % of
60%"

50%"

speciﬁc time domains
consumers
Double shot Americano 40%"
Between gym & office
30%"
10:30AM

■
Small skimmed capuccino 20%"

in-the- Brands looking for
Meeting friends in town
10%"

0%"

collection behavioral and occasion 6,7"AM" 7,8"AM" 8,9"AM" 9,10"AM" 10,11"AM"

based opportunities speciﬁc Incidence
xxx
yyy
6(7*
AM
18%
28%
7(8*
AM
25%
23%
8(9*
AM
30%
27%
9(10*
AM
31%
34%
10(11*
AM
55%
74%

to times of day zzz 17% 23% 23% 21% 67%

Source:#
Decision#
Fuel#
research,#
March#
2012,#
sample# =#
n# 610# 4"

Mobile uniquely-placed & capable:
- Time-specific recruitment & fieldwork
- Rapid response times of mobile
ew : April/May 2012
- Convenient and simple (minimal prep/setup)

Case #2: KFC China Food Scandal
Bite-sized mobile as the antidote to BIG DATA mayhem

Context
• Understand impact of recent food scandal
buzz (online, social) on KFC’s brand and
consumer purchase intent
• Define KFC’s brand strength and attributes
• Current vs expected future consumption of

Product Application & Services Used
• 1,275 consumers China, recruited via
Decision Fuel’s panel
• Rapid survey design, extensive data analysis
and final report support
• End-to-end in <24hrs

Mobile shines:
Navigates the big data deluge, assesses the ‘real’ impact

Results & Impact
• KFC remained a top 3 brand amongst Chinese consumers
• Contrary to SNS buzz and overwhelming negative online outcry, KFC is still considered a top tier quick
serve brand on key metrics like taste, value for money and food safety
• Particular strength among core, regular clientele

15

Case #3: Asia leading the way
Asia is ready to lead NOT follow in mobile research

Respondents Ready:
Mobile Media Study
Wave 2
Clients Ready:
Some thoughts based on
our experience

16

Reading Magazines Mobile right at the top
/Newspapers
of individual media
consumption…
Listening 32
to Radio minutes
39 Using mobile
minutes 100 (ex SMS/calls)
minutes

THE AVERAGE APAC
Tablet 41 MOBILE WEB USER CONSUMES
devices minutes
6.6 HOURS
OF MEDIA PER DAY

85
minutes 100
minutes Online via
Watching TV desktop/laptop

Sample size: n=8,924

17

ENTERTAINMENT GETTING INFO COMMUNICATION SHOPPING
Videos, games, music etc. Sports, news etc. Email, Facebook, Twitter etc. Travel, purchases, banking etc.

44% 29% 12% 41% 31% 13% 62% 26% 21% 50%


For Asia’s mobile web users, mobile is the PREFERRED
MEDIUM for key activities
18

This new wave of mobile web users in Asia
isn’t just about early adopters
How do you feel about the following statement:
“I am usually the first among my friends to acquire new technology”? ‘Regular’
Completely Agree Somewhat Agree Neutral consumers
Somewhat Disagree Completely Disagree

APAC 20% 27% 33% 13% 7%

India 37% 30% 24% 5% 4%

Korea 18% 36% 36% 8% 2%

Singapore 16% 25% 39% 12% 8%

New Zealand 15% 23% 37% 15% 9%

Australia 14% 24% 33% 15% 14%

China 15% 23% 37% 18% 8%

Japan 10% 22% 33% 22% 12%
Sample size: APAC n=8,744; Australia n=990; China n=1,973; India n=1,912; Japan n=1,005; Korea n=1,368; New Zealand n=756; Singapore n=739

19

WHERE?

43%
social event 62%
Commuting
83%
Lying in bed 45% Spending
time with family
45%
Shopping

89%
29% in a
meeting Waiting 58% While 30% in the
bathroom
or class watching TV
for something
Mobile is an important companion,
particularly for the in between times

20

Dual screen activity between mobile & TV
is common in APAC markets
For mobile activities like surfing the web (excludes calls and SMS), do you typically use your mobile when…watching TV

APAC 58%

New Zealand 69%

Australia 66%

India 63%

Japan 58%

China 54%

Singapore 54%

Korea 50%
Sample size: APAC n=8,924; Australia n=1,008; China n=2,001; India n=2,004; Japan n=1,010; Korea n=1,381; New Zealand n=763; Singapore n=757

21

If this is what Asia’s consumers are doing…
what are we doing to access, understand
and use that information?

(Or are we trying to do more of the same
research we’ve always done?)

22

Asia shaping what mobile research can become?
Asia’s clients are ready

Clients open to challenging the
‘established order’ of how insights are
Asia’s research traditionally delivered.
buyers… Huge potential: enormous component
of global market research growth
coming from Asia
…more ready than
most for mobile? Infrastructure: mobile has the reach in
Asian markets where other methods
often struggle

23

A CALL TO ACTION FOR TAKING MOBILE
RESEARCH MAINSTREAM IN ASIA

Create genuinely new insight
opportunities (not just new
versions of the same old)

Design for mobile, don’t just
force fit existing research

Asia can lead the way – let it!

Do it now, don’t just wait and
see

bite-sized mobile research

Paddy Corr
Co-Founder & Managing Director
patrick@decision-fuel.com

Colin Marson
Co-Founder & Managing Director
colin@decision-fuel.com

THANK YOU! MRMW Asia, January 2013

Mobile Research Going Mainstream: Perspectives from on the Ground in Asia - Decision Fuel

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