Mobile Research best practices
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Transcript of Mobile Research best practices
Welcome
Mr. Kris Hartvigsen
Welcome to a Seminar on
Social Media & Online Communities
Mobile best practices and stories
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
Mobile email will account for 10 to 30% of email opens.
Emailmonday.com, 2011
Source: eDialog and Lightspeed Research
Mobile Research
Learnings and Best Practice
SMS Surveys
Applications
Mobile Web
10 LEARNINGS FROM RESEARCH-ON-RESEARCH
Mobile web survey platform
touch and non-touch mobile interfaces
Given the choice, 1 in 9 will
take a mobile survey 1
Mobile respondents are
younger and more female 2
Mobile
Desktop
Gender Age
Mobile respondents are also just
more into mobile 3
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
Mobile respondents take the survey
straight away* 4
* almost
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
Mobile respondents are ... er ...
mobile (kind of) 5
Amongst those who chose desktop, 97%
answered the survey at home or at work
Amongst those who chose mobile, 15%
answered from transit or somewhere
other than home or work
Mobile surveys take longer to complete 6
Every 2 minutes of survey on a desktop
equates to 3 minutes on a mobile device
Slightly more drop out from
mobile surveys 7
4% 5% 4% 0%
Short Medium Long Desktop
% dropped out in survey
But survey length has no effect on dropout rate
at least not up to the 9 ½ minute mark
Mobile
(4 min) (6 min) (9.5 min) (6 min)
Mobile surveys are relatively enjoyable 8
“This survey was fun to complete”
Data from mobile and desktop
surveys is comparable 9
No statistical difference
between mobile and desktop
data across virtually all
question types
Blackberries and iPhones really are different 10
Median length of survey, in minutes
“This survey was fun to complete.” “This survey was more enjoyable than most.”
3 TIPS FOR BEST PRACTICE IN MOBILE SURVEY DESIGN
1. MAXIMISE SCREEN REAL ESTATE
banners branding
logos
2. MINIMISE SCROLLING
multiple questions long choice lists
grid options
3. OPTIMISE USE OF IMAGES
never a nice-to-have re-size and compress re-think survey design
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