Mobile Redefines Media, Research
Transcript of 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:
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.
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?
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% 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
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
Traditional
Optimized
Incidental
Intentional
Who are taking our surveys? And who is doing it on mobile
devices?
2 TRACKS
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
What happens when you intentionally seek out mobile survey takers?
Incidental
Intentional
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
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
Incidental mobile survey takers
Intentional mobile
survey takers
PC
How do they compare?
PC Tablet S.Phone Intentional Tablet
Intentional S.Phone
Intentional smartphone users turn to their phone for entertainment at higher rates than all other audiences
Intentional smartphone users turn to their phone for entertainment at higher rates than all other audiencesIntentional tablet and smartphone users are more tech savvy
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
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
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
Ok, but how does this affect advertising
research specifically?
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
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
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
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
In conclusion…
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
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
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