1. Mobile vs. Online
A presentation of research
findings

2. Mobile on the Rise
• Mobile Ad spending
– $7.19 billion by next
year, $21 billion by
2016
– “The Next Big Thing”
for data collection
– 60% of mobile phones
in the U.S. are
smartphones
• Sufficient
“representation” of the
population as a whole?
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3. Purpose of Research
• How respondents’ attitudinal ratings and
behavioral data differ from mobile to online
methodologies
• Demographic composition of both of these
samples
• Recommendations on usage
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4. Methodology
• Survey on chewing gum preferences
programmed on both online and mobile
SurveySwipe Application platforms
• 10 questions
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5. Results
• General pattern of
responses for both
samples are very
similar
• Online respondents
chew slightly more
gum
– 2.8 packs per month
compared to mobile at
2.1 packs per month
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6. Results
Online respondents
are more likely to
buy gum in a store
aisle, whereas
mobile respondents
are more likely to
buy it in a
convenience store or
check out lane
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7. Demographics
Mobile
• Younger
– Average age 31.6
years old
• More likely to be
– Employed full
time
– Single
– Students
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Online
• Older
– Average age 41.5
years old
• More likely to be
– Retired
– Married
– Homemaker
– Employed part
time

8. Demographics
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9. Conclusions and Recommendations
• Few differences were found in terms of
attitudinal and behavioral measures
• Mobile data collection
– Higher likelihood to participate
– Faster response and completion rate
• Twice the data was collected in half the field time
– Quality of data expected to be superior due to
methodology being a novelty
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10. About qSample
• Specializes in developing
and managing specialty
research panels
– Developed, recruited,
and managed in house
• Access to more than 5
million respondents in
over 42 countries who
are pre-screened and
double-opted in
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About MAi
Research
• Highly skilled marketing
research professionals are,
business experts who
provide insightful, clear
answers to your most
complex questions
• Our research approaches
yield provocative insights
and create effective
pathways to your next level
of in-market success

11. Want to learn more?
• Download and read the full white paper here:
• http://www.qsample.com/application/qsampl
e/contact/mobile-vs-online-
whitepaper.html?utm_source=MobilevsOnline
WhitePaper&utm_campaign=White+Paper+U
pdated1&utm_medium=email
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