Engaging audiences in the age of mobile by Neil Jessop

Neil Jessop
CEO
Engaging Audiences
in The Mobile Age
July 2018

www.onepointglobal.com
2
There are 7.6 billion
people on the planet.
7.6bn 5.1 billion of
them own a cell
phone. (2/3
people)
5.1bn
Source: Digital in 2018 by We are Social and Hootsuite:
The Age of the Mobile

3
5.1 billion of them
own a cell phone.
(2/3 people)
5.1bn
Source: Digital in 2018 by We are Social and Hootsuite:
Most of these
people own a
smartphone
The Age of the Mobile Internet

4
There are 7.6 billion
people on the planet.
7.6bn
Source: Mobile Marketing Association Asia
Over half the
world’s population
is online.

5
5% of all media
consumption was
via mobile devices
20 mins / day
2011 24% of all media
consumption will
be mobile
2 hours/ day
2018
Source: Zenith
https://www.marketingcharts.com/industries/media-and-entertainment-
83605
Across 63 global markets
mobile internet usage has
grown sixfold:

6
The data speak for themselves.
Today, around the world,
we spend an increasing
amount of time online,
the growing majority of which
is via mobile devices. We need to meet the
customer where they want
to spend time. This implies
competing with other
distractions for their
online time.

Greenbook Research Industry Trends
Report Q2 2018
“I think capturing
respondents’ interest will
remain a challenge - the
more we become
immersed in mobile, the
more there are platforms
and activities competing
for our
time.”
“More respondents
will be taking surveys
on their mobile
devices, almost
exclusively as
desktop surveys
begin to fade out.”
“Surveys are
competing for attention
and screen share across
devices -- they need to jump
ahead of the curve to be
relevant / interesting enough
to complete in a post-digital
world.”
G.R.I.T. Report 2018 found awareness among
Researchers of the growing dominance of mobile
channels.Quotes are from Market Research suppliers, buyers and sample providers

8
And while Suppliers & Panel
providers believe sample quality
may diminish, buyers believe mobile
will improve sample quality.
Providers now need to meet Buyer
expectations for mobile
engagement.
Sample & panel
providers
Insights buyers
and suppliers
IMPROVE
DIMINISH
19% 31%
39% 23%
• So many more
surveys around.
People will get
survey fatigue.
(Quality)
has steadily gone
downhill as the number
of surveys fielded per
company has
increased.
There are not
enough people to
go around and it
is showing.”
AS MOBILE USAGE GROWS SAMPLE QUALITY
WILL:

9
Source: CTIA.org
Audiences want
mobile experiences,
not the just the
internet on a small
screen.
As desktop usage fades,
it is imperative that online surveys
are compatible with mobile web…
but that’s no longer enough
Mobile Web
We need to shift our mindsets from…

10
Driving traffic to mobile web
surveys alone raises problems
Mobile Web
• Wifi often unavailable
• Cell coverage unavailable
• Question types designed for a mouse
not fingers
• Lower incidence of online ads to drive
traffic
• Answer rates to emails are declining
• Response time to emails is increasing
Mobile First
• Helps brands gain traction & loyalty
• Less advertising (user & owner
controlled)
• Create ‘real-time’ feedback with
geolocation
• Increase engagement with user-friendly
features
• Keep all relevant functionality within the
app, e.g. till receipt scanning
The self-contained
environment of an App puts
users back in control

11
So how do we
grab and hold
audience attention
via mobile devices?

12
We respond quickly
We delete text messages, we file emails.
We tend to act quickly or dismiss
Win Attention Keep Attention
• Short questions
• Set expectations (survey length)
• Reward participation
• Build community
Survey Apps and in-App surveys enable us to…
Exploit the three major
qualities of mobile device
features:
IMMEDIACY
IMPERMANENCY
ACTIONABILITY

13
Mobile offers 4+ ways to
attract attention to surveys
Win Attention
• Email
• SMS
• App push notifications
• App notifications
• + any signage and marcomms, outdoor, instore
etc
Keep Attention
Mobile Apps can include
functionality that uses device
features
• Audio and video play
• Audio and video capture (selfie/ Vlog)
• Scanning devices
• Text in pictures, bar codes, QR codes, Till
Receipts
• Geolocation & Location tracking
• Language settings
• Passport/ passcodes & wallets
• Address Book
90% of SMS are
read within the first
three minutes.

14
App push notifications are
deleted or overwritten by new
ones.
New App notifications waiting
show on the App icon until
viewed.
Most one-way text
messages are deleted
immediately after being read
Impermanency
2
4
Location triggered
surveys have an ‘in the
moment’ feel and are
impermanent by nature.
Responses are given
spontaneously and
re about ‘now’ not
about long term
views.

15
It takes 90 minutes for the
average person to respond to
an email.
Sources: CTIA.org & Singlepoint.
90 minutes
It takes 90 seconds for the
average person to respond to a
text message.
90 seconds
Email marketing has an
average open rate of 22%
22% Open Rate 99% Open Rate
SMS has an average open rate of
98%
Immediacy

16
• Found a strong correlation
between survey length
and retention rate.
• Companies with 2-6
questions had a better
response rate and were
more proactive in
addressing issues raised by
the NPS™ study.
Actionabilty
CustomerGuage NPS™ Benchmarks Report 2018
Shorter surveys
make for better
engagement,
higher response
rates and higher
retention rates.

17
VIDEO
CAPTURE
sdfkjsdkfjsdkfjsdf
GEOLOCATIO
N
TRIGGERING
GEO-FENCED SURVEYS
Pinpoint respondent locations to
validate eligibility or trigger
surveys when entering or exiting
locations or zones.
WHERE QUAL MEETS QUANT
Enhance quantitative studies by
capturing evidential feedback in
unprompted natural language.
You’ll get beneath the numbers to
gain real insight.
TILL RECEIPT
SCANNER
IN-APP SCANNER
Read till receipts, bar codes or
trigger surveys based on
keywords detected in images.
OFFLINE
SURVEYS
CACHED SURVEYS
In the App allow users to take
surveys offline where and
when they want.

18
VIDEO
CAPTURE
AUDIO
CAPTUR
E
APP NOTIFIC-
ATIONS
sdfkjsdkfjsdkfjsdf
GEOLOCATION
TRIGGERING
SMS
INVITATIONS
AUDIO
PLAYBAC
K
USE THE MICROPHONE
Just using this simple feature of
mobile devices lets you capture
immediate and unbiased feedback
from respondents and gain natural
language inputs.
FOR TIMELY PARTICIPATION
For quick responses prompt with SMS
invitations. Reduce fielding times and
increase uptake. Remind or thank with
SMS messages or even conduct two-way
SMS surveys.
SPEAK DIRECTLY TO THEM
Include audio clips to keep the experience fresh.
You could assess recognition to visual inputs in
ad testing or include personalities and
characters or specific instructions. Perfect for
employee engagement.
GEO-FENCED SURVEYS
locations or zones.
gain real insight.
VIDEO
PLAYBACK
SHOW NOT TELL
Include video instructions or
clips in questions. Why not test
ad effectiveness with specific
sample segments.
INVITE, REMIND, THANK
Fill those quotas quickly by alerting
users with push notifications.
PICTURE THE SCENE
Capture the context, picture
the scene Get their real life
views on what matters in
your research..
TILL RECEIPT
SCANNER
PHOTO
UPLOADS
IN-APP SCANNER
OFFLINE
SURVEYS
CACHED SURVEYS
when they want.

19
VIDEO
CAPTURE
sdfkjsdkfjsdkfjsdf
GEOLOCATION
TRIGGERING
GEO-FENCED SURVEYS
locations or zones.
gain real insight.
TILL RECEIPT
SCANNER
IN-APP SCANNER
OFFLINE
SURVEYS
CACHED SURVEYS
when they want.
FIND OUT MORE
about how to implement these free features in your
research contact and question strategy:
www.paneltoolkit@onepointglobal.com

PowerPoint Template
Updated Feb 2018
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Engaging audiences in the age of mobile by Neil Jessop

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Engaging audiences in the age of mobile by Neil Jessop