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WWW.NORSTAT.DE
2
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
WHAT IS „MOBILE“?ACTUALLY,
WHAT
EXACTLY
MOBILE?
3
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
THINK ABOUT IT…
Denken ist wie
Googlen
- nur krasser
4
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
WHAT IS „MOBILE“?ACTUALLY,
WHAT
EXACTLY
MOBILE?
5
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
MOBILE
DEVICES
MOBILE
USAGE
MOBILE
RESEARCH
ONLINE / OFFLINE
ACTIVE / PASSIVE
...
6
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
AGENDA
7
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
ACTIVE MOBILE-SUBSCRIPTIONS
68
There are 68 active mobile
broadband subscribti...
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
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
Britai...
9
WWW.NORSTAT.DE
MOBILE ADAPTION & MARKET SHARE
US Smartphone Ownership
No
Cell
Phone
17%
Smart
phone
35%
Other
Cell
Phone...
10
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
WORLD WIDE MOBILE WEB
ADOPTION IS GROWING
THAN WEB ADOPTION DID IN
THE 1990S ...
11
WWW.NORSTAT.DE
TIME IT TOOK TO REACH 50 MILLION USERS
In years
Radio
TV
Internet
Facebook
Draw Something App
1050 25201...
12
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
OF ALL EMAILS ARE
OPENED ON
MOBILE PHONES
28,85%
10,16%
ON TABLETS.
Source: h...
13
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
The average age for the
first cell phone is now 13.
Source: http://www.superm...
WWW.NORSTAT.DE
MOBILE IS THE
NEW ONLINE
NORSTAT CLIENT
DAY MILANO 2014
ARE YOU USING
MOBILE RESEARCH?
YOU BETTER WOULD…
15
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
THE 3 MODES OF MOBILE USER EXPERIENCE
Source: Mobify Research & Development
R...
16
WWW.NORSTAT.DE
AVERAGE NUMBER OF DEVICES PER PERSON
Source: Norstat Germany Panel
A GERMAN PANEL MEMBER OF NORSTAT HAS ...
17
WWW.NORSTAT.DE
28%
22%
3%
41%
23%
HY2 / 10 HY1 / 11 HY2 / 11 HY1 / 12 HY2 / 12 HY1 / 13 HY2 / 13 HY1 / 14
Total DE UK I...
18
WWW.NORSTAT.DE
RESPONDENTS USE
DIFFERENT DEVICES TO
CONNECT WITH US,
DEPENDING ON MOOD,
TIME, PLACE & CONTEXT
IF WE DON...
19
WWW.NORSTAT.DE
APP SMS (EXTRA COSTS!)
Survey Invitations per…
EMAIL
(SOCIAL MEDIA)
HOW TO GET IN TOUCH?
20
WWW.NORSTAT.DE
THE OPINION PEOPLE APP
KEY ADVANTAGES
 Additional chanel for survey invitations
 Especially interestin...
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
021
EMAIL INVITATIONS
KEY ADVANTAGES
 No change to current setup
 Approx. 40% ...
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
022
SMS INVITATIONS
KEY FACTS
 Short response latencies
 Plain & easy
 Good f...
23
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
MOBILE
FRIENDLY
ONLINE
SURVEYS
USER
24
WWW.NORSTAT.DE
DO DON‘T
USER FRIENDLY ONLINE SURVEYS
 SHORT SURVEYS (UP TO 10 MINS)
 SHORT QUESTION TEXTES
(RULES OF ...
25
WWW.NORSTAT.DE
26
WWW.NORSTAT.DE
AND WHAT ABOUT QUALITY & PERFORMANCE
 Taking a survey mobile takes approx.
30% longer than on stationar...
27
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
MOBILE
THE NEW
ONLINE!
28
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
MOBILE
THE NEW
ONLINE!
29
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
LOCATION
BASED
RESEARCH
30
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
MOBILE
THE NEW
ONLINE!
NETNOGRAPHY
RESEARCH
31
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
MOBILE
THE NEW
ONLINE!
32
VALUABLE ANSWERS FOR IMPORTANT DECISIONS.
CHRISTOPH IRMER
christoph.irmer@norstat.de
+49 (89) 5480 194-10
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Is mobile the new online

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Is mobile the new online

  1. 1. WWW.NORSTAT.DE
  2. 2. 2 VALUABLE ANSWERS FOR IMPORTANT DECISIONS. WHAT IS „MOBILE“?ACTUALLY, WHAT EXACTLY MOBILE?
  3. 3. 3 VALUABLE ANSWERS FOR IMPORTANT DECISIONS. THINK ABOUT IT… Denken ist wie Googlen - nur krasser
  4. 4. 4 VALUABLE ANSWERS FOR IMPORTANT DECISIONS. WHAT IS „MOBILE“?ACTUALLY, WHAT EXACTLY MOBILE?
  5. 5. 5 VALUABLE ANSWERS FOR IMPORTANT DECISIONS. 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. 6. 6 VALUABLE ANSWERS FOR IMPORTANT DECISIONS. AGENDA
  7. 7. 7 VALUABLE ANSWERS FOR IMPORTANT DECISIONS. 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
  8. 8. VALUABLE ANSWERS FOR IMPORTANT DECISIONS. 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. 9. 9 WWW.NORSTAT.DE 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. 10. 10 VALUABLE ANSWERS FOR IMPORTANT DECISIONS. 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. 11. 11 WWW.NORSTAT.DE 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. 12. 12 VALUABLE ANSWERS FOR IMPORTANT DECISIONS. OF ALL EMAILS ARE OPENED ON MOBILE PHONES 28,85% 10,16% ON TABLETS. Source: http://www.supermonitoring.com/blog/2013/09/23/state-of-mobile-2013-infographic//#tt
  13. 13. 13 VALUABLE ANSWERS FOR IMPORTANT DECISIONS. The average age for the first cell phone is now 13. Source: http://www.supermonitoring.com/blog/2013/09/23/state-of-mobile-2013-infographic//#tt
  14. 14. WWW.NORSTAT.DE MOBILE IS THE NEW ONLINE NORSTAT CLIENT DAY MILANO 2014 ARE YOU USING MOBILE RESEARCH? YOU BETTER WOULD…
  15. 15. 15 VALUABLE ANSWERS FOR IMPORTANT DECISIONS. 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. 16. 16 WWW.NORSTAT.DE 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. 17. 17 WWW.NORSTAT.DE 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. 18. 18 WWW.NORSTAT.DE 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. 19. 19 WWW.NORSTAT.DE APP SMS (EXTRA COSTS!) Survey Invitations per… EMAIL (SOCIAL MEDIA) HOW TO GET IN TOUCH?
  20. 20. 20 WWW.NORSTAT.DE 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
  21. 21. VALUABLE ANSWERS FOR IMPORTANT DECISIONS. 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!
  22. 22. VALUABLE ANSWERS FOR IMPORTANT DECISIONS. 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. 23. 23 VALUABLE ANSWERS FOR IMPORTANT DECISIONS. MOBILE FRIENDLY ONLINE SURVEYS USER
  24. 24. 24 WWW.NORSTAT.DE 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. 25. 25 WWW.NORSTAT.DE
  26. 26. 26 WWW.NORSTAT.DE 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. 27. 27 VALUABLE ANSWERS FOR IMPORTANT DECISIONS. MOBILE THE NEW ONLINE!
  28. 28. 28 VALUABLE ANSWERS FOR IMPORTANT DECISIONS. MOBILE THE NEW ONLINE!
  29. 29. 29 VALUABLE ANSWERS FOR IMPORTANT DECISIONS. LOCATION BASED RESEARCH
  30. 30. 30 VALUABLE ANSWERS FOR IMPORTANT DECISIONS. MOBILE THE NEW ONLINE! NETNOGRAPHY RESEARCH
  31. 31. 31 VALUABLE ANSWERS FOR IMPORTANT DECISIONS. MOBILE THE NEW ONLINE!
  32. 32. 32 VALUABLE ANSWERS FOR IMPORTANT DECISIONS. CHRISTOPH IRMER christoph.irmer@norstat.de +49 (89) 5480 194-10

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