Mobile Learnings and Best Practices
- 1. Mobile Research Learnings and Best Practice Mike Stevens Managing Director Vision Critical UK The Need for Speed – May 18
- 2. SMS Surveys Applications Mobile Web The Need for Speed – May 18
- 3. Two predictions There will be more smartphones than humans by the end of 2014 + The average mobile connection speed will surpass 1 Mbps in 2014 The Need for Speed – May 18
- 4. 10 learnings from research-on-research The Need for Speed – May 18
- 5. Mobile web survey platform touch and non-touch mobile interfaces The Need for Speed – May 18 5
- 6. Given the choice, 1 in 8 will 1 take a mobile survey The Need for Speed – May 18
- 7. In a nationally representative study, 11% of respondents used their mobile phone 11% 89% Desktop Mobile The Need for Speed – May 18
- 8. Mobile respondents are 2 younger and more female The Need for Speed – May 18
- 9. Gender Age Mobile Male Female 18-34 35-54 55+ Desktop Male Female 18-34 35-54 55+ The Need for Speed – May 18
- 10. Mobile respondents are also 3 just more into mobile The Need for Speed – May 18
- 11. smartphone owners who took our test studies on mobile devices were more likely to use their mobile for music, photos, internet browsing, app downloads and games The Need for Speed – May 18
- 12. Mobile respondents take the 4 survey straight away* * almost The Need for Speed – May 18
- 13. Amongst those who choose desktop, 58% answered the survey the first day it launched Amongst those who choose mobile, 88% answered it the first day The Need for Speed – May 18
- 14. Mobile respondents are ... er ... 5 mobile (kind of) The Need for Speed – May 18
- 15. Amongst those who chose desktop, 97% answered the survey at home or at work Amongst those who chose mobile, 15% answered fromtransit or somewhere other than home or work The Need for Speed – May 18
- 16. Mobile surveys take longer 6 to complete The Need for Speed – May 18
- 17. Every 2 minutes of survey on a desktop equates to 3 minutes on a mobile device The Need for Speed – May 18
- 18. Slightly more drop out 7 from mobile surveys The Need for Speed – May 18
- 19. But survey length has no effect on dropout rate at least not up to the 9 ½ minute mark % dropped out in survey 4% 5% 4% 0% Short Medium Long Desktop (4 min) (6 min) (9.5 min) (6 min) Mobile The Need for Speed – May 18
- 20. Mobile surveys are 8 relatively enjoyable The Need for Speed – May 18
- 21. “This survey was fun to complete” Agree strongly 50% 38% Mobile Desktop The Need for Speed – May 18
- 22. Data from mobile and desktop 9 surveys is comparable The Need for Speed – May 18
- 23. No statistical difference between mobile and desktop data across virtually all question types Decrease 32% 36% Remain the same 30% Desktop 29% Mobile Increase 38% 35% The Need for Speed – May 18
- 24. Blackberries and iPhones 10 really are different The Need for Speed – May 18
- 25. Median length of survey, in minutes Touch Device Non-Touch BlackBerry 10.5 14.6 “This survey was fun to complete.” “This survey was more enjoyable than most.” 100% 82% 100% 83% 74% 72% 50% 50% 0% 0% Touch Non-touch Touch Non-touch The Need for Speed – May 18
- 26. 3 tips for best practice in mobile survey design The Need for Speed – May 18
- 27. 1. Maximise screen real estate banners branding logos The Need for Speed – May 18
- 28. 2. Minimise scrolling multiple questions long choice lists grid options The Need for Speed – May 18
- 29. 3. Optimise use of images never a nice-to-have re-size and compress re-think survey design The Need for Speed – May 18
- 30. So ... • Mobile research is a new frontier that needs careful exploration • Well designed interfaces are key to engaging respondents properly • You cannot just assume equivalence of data - you need proof The Need for Speed – May 18
- 31. Questions? The Need for Speed – May 18