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Prepared for: Mobile Redefines Media, Research Andrew Elder SVP, Marketing Sciences Carrie Angiolet SVP, Client Services Michael McCrary President In partnership with: Originally presented at the ARF Re:Think 2013 conference:
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Mobile Redefines Media, Research

Feb 16, 2017

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Page 1: Mobile Redefines Media, Research

Mobile RedefinesMedia, ResearchAndrew Elder

SVP, Marketing Sciences

Carrie AngioletSVP, Client Services

Michael McCraryPresident In partnership with:

Originally presented at the ARF Re:Think 2013

conference:

Page 2: Mobile Redefines Media, Research

Last year 6% of all survey-taking activity on the Fulcrum platform was incidentally taking place on mobile devices; they predicted that by this month, 12% of surveys would be…

Growth accelerated beyond expectations, hitting 13% in January

AS RESEARCHERS, WE HAD TO FIND OUT WHAT WAS GOING ON.

Page 3: Mobile Redefines Media, Research

Who is the mobile survey audience, and how are they

different?

Does survey length really

make a difference on a mobile device?

Do I need to optimize my

surveys specifically for

mobile devices?

How does market

research need to adjust for

mobile?Does it?

Page 4: Mobile Redefines Media, Research
Page 5: Mobile Redefines Media, Research

IlluminasFull service market research consultancy

delivering strategic marketing intelligence across B2B and consumer markets

worldwide.• Delivers actionable and creative solutions that are founded on technical excellence

and robust, leading-edge thinking• Solutions are tailored to clients’ unique business needs, and we design programs

that enlighten business' strategy and empower informed, tactical decisions• Boutique provider with strong senior management involvement, but global presence

with offices in London, New York, Austin

Page 6: Mobile Redefines Media, Research

Sample Optimization

Sample Management

Sample Exchange• Buyer and seller

respondent routing

• Increases sample performance up to 80%

• Enhances respondent experience

• Flexible and Configurable

• Preserve existing supplier relationships

• Streamlines supplier management

• Simplifies complex projects

• Apply unrivaled quality and security controls

• Boosts delivery

• Reduces costs

• Always on

• Easy to use

• Global

• Diverse and rich

Fulcrum by Federated SampleToday’s most powerful, open and

customizable online sampling platform.

Page 7: Mobile Redefines Media, Research

Kinesis Survey TechnologiesThe industry’s leading end-to-end

survey and panel management software platform.

Visit the Kinesis website: http://www.kinesissurvey.comRead the Kinesis blog: http://www.kinesissurvey.com/blog Follow Kinesis tweets: http://twitter.com/kinesis_survey

• The only market research software provider to offer a fully multimode solution suite

• Provides “future-proof” survey, panel management and community functionality not available in competing solutions

• Enables seamless and simultaneous mobile, tablet and desktop device interaction

• Headquarters in Austin, TX with European offices in London, U.K.

• Rapidly growing company with clients and partners worldwide

Page 8: Mobile Redefines Media, Research

MyPointsDependable Market Research Sample

• High Quality: • Targeted, qualified respondents based on over 500 data points• Double opt-in, physical address required, highly responsive• Certified for quality and consistency

• Experienced, Full-Service Sampling: • Founded in 1996, and providing market research sample solutions since 2005• Consultative approach to meeting our partners sample needs• Feasibility estimates you can count on• Census balanced out-go, disposition reporting, pre-screening, re-contacts,

IHUTs, zip code targeting

• Scale and Reach: • 9 million double opt-in, including 7.5+ million email-able members• Access to respondents via different channels (email, web, mobile, social) &

categories

Page 9: Mobile Redefines Media, Research
Page 10: Mobile Redefines Media, Research

% of U.S. Panelists that respond via mobile device (2010-2012)

The mobile revolution

2010 2011 2012

1.4%

4.0%

10.5%

1.7%

4.8%

12.7%

Pre Christmas Post Christmas

2.8x Yearly Growth

2.6x Y

early

Gro

wth

Page 11: Mobile Redefines Media, Research

Jan-11

Mar-11

May-11

Jul-11Se

p-11Nov-

11Jan

-12Mar-

12

May-12

Jul-12Se

p-12Nov-

12Jan

-13Mar-

13

May-13

Jul-13Se

p-13Nov-

13Jan

-14Mar-

14

May-14

Jul-14Se

p-14Nov-

140%

5%

10%

15%

20%

25%

The mobile growth curveSmartphone Tablet

Total Mobile High

MidLow

Actuals Projections

Global Growth of Mobile on Fulcrum Platform

Page 12: Mobile Redefines Media, Research

Traditional

Optimized

Page 13: Mobile Redefines Media, Research

Incidental

Intentional

Who are taking our surveys? And who is doing it on mobile

devices?

2 TRACKS

Page 14: Mobile Redefines Media, Research

Who are these survey-takers?

10%

19%

42%

29%

18%

18%

43%

22%

26%

26%

29%

18%

18-24 25-34 35-54 55+

18-24 25-34 35-54 55+

18-24 25-34 35-54 55+

50%

50%

45%

55%

49% 51

%

AGE GENDER

TECH CREDS

DEVICE USE

New tech advice-givers

41%

New tech advice-givers

45%

New tech advice-givers

51%

Phone is for entertainment29

%

Phone is for entertainment34

%

Phone is for entertainment39

%

Favorite

Favorite

Favorite

Page 15: Mobile Redefines Media, Research

What happens when you intentionally seek out mobile survey takers?

Incidental

Intentional

Page 16: Mobile Redefines Media, Research

Incidental

Intentional

Our methodology

Standard 15 min survey

Screeners / Demographi

csA. Music

B. TV

D. Social

C. Movies

Ask

1 of

4

Short LongLong Short

Standard 15 min survey

Screeners / Demographi

csA. Music

B. TV

D. Social

C. Movies

Ask

1 of

4Optimized survey

experienceSensitivity to survey length

2 TRACKS

Page 17: Mobile Redefines Media, Research

Incidental

Intentional

Does survey length matter?

Short LongLong Short

Survey Length9:48 5:10 5:51 11:45

Drop Off7.9% 6.0% 4.7% 8.1%

Time Well Spent48% 46% 46% 41%

2 TRACKS

Page 18: Mobile Redefines Media, Research

Incidental mobile survey takers

Intentional mobile

survey takers

PC

How do they compare?

PC Tablet S.Phone Intentional Tablet

Intentional S.Phone

Page 19: Mobile Redefines Media, Research

Intentional smartphone users turn to their phone for entertainment at higher rates than all other audiences

Page 20: Mobile Redefines Media, Research

Intentional smartphone users turn to their phone for entertainment at higher rates than all other audiencesIntentional tablet and smartphone users are more tech savvy

Page 21: Mobile Redefines Media, Research

Intentional smartphone users turn to their phone for entertainment at higher rates than all other audiences

They also use more devices regularly

Intentional tablet and smartphone users are more tech savvy

Page 22: Mobile Redefines Media, Research

Intentional smartphone users turn to their phone for entertainment at higher rates than all other audiences

They also use more devices regularly

And are more likely to use social media

Intentional tablet and smartphone users are more tech savvy

Page 23: Mobile Redefines Media, Research

Intentional smartphone users turn to their phone for entertainment at higher rates than all other audiences

They also use more devices regularly

And are more likely to use social media

But those on smartphones are the most active on social media sites, potentially due to age

Intentional tablet and smartphone users are more tech savvy

Page 24: Mobile Redefines Media, Research

Ok, but how does this affect advertising

research specifically?

Page 25: Mobile Redefines Media, Research

Interact with ads as a result of listening to

music, watching TV and using social media

6 104 7

20

PC Tablet Smart Phone

Tablet Smart Phone

MUSIC

PC Tablet Smart Phone

Tablet Smart Phone

8 10 8 410

TV

16 14 17 1930

PC Tablet Smart Phone

Tablet Smart Phone

Social Media

Page 26: Mobile Redefines Media, Research

Purchased something as a result of listening to

music, watching TV and using social media

42 43 44 40

56

19 22 24 25 2714 17 17 18

27

PC Tablet Smart Phone

Tablet Smart Phone

MUSIC

PC Tablet Smart Phone

Tablet Smart Phone

TV

PC Tablet Smart Phone

Tablet Smart Phone

Social Media

Page 27: Mobile Redefines Media, Research

Would pay to eliminate advertisements during their

activities

3039

3138

2739 41 41 45 48

4149

42 43 41

PC Tablet Smart Phone

Tablet Smart Phone

MUSIC

PC Tablet Smart Phone

Tablet Smart Phone

TV

PC Tablet Smart Phone

Tablet Smart Phone

Movies

Page 28: Mobile Redefines Media, Research

Desire to interact with brands through social

media

70 75 76 70

93

Follow a Brand on Social Media

49 4357

42

69

Receive Opt in Communications

10 14 13 920

Receive Custom Ads fm. Online Activity

PC Tablet Smart Phone

Tablet Smart Phone

PC Tablet Smart Phone

Tablet Smart Phone

PC Tablet Smart Phone

Tablet Smart Phone

Page 29: Mobile Redefines Media, Research

In conclusion…

Page 30: Mobile Redefines Media, Research

Consider the mobile audience during design; PC respondents also benefit

Objectives should drive decision to pre-target a mobile audience… or not

Pre-target the mobile audience to reach those most engaged with advertising

Integration of mobile in trended studies will be increasingly importantPeople will continue taking surveys on their favorite device; surveys must adapt

Page 31: Mobile Redefines Media, Research

Easy segmentation of respondents by device

API Integration with suppliers with mobile capabilities

Detection, Device Appropriate Rendering, Distribution

Custom business rule configurations

for mobile responders

Page 32: Mobile Redefines Media, Research

Questions?www.illuminas.com

(512) 652 2700 –or- [email protected]@[email protected]

[email protected]

www.federatedsample.com(504) 264 5820 –or- [email protected]

www.kinesissurvey.com(512) 590 8300 –or- [email protected]

www.mypoints.com(415) 200 4271–or- [email protected]

Please feel free to contact us!