Mobile Research – What’s the point - Millward Brown
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Transcript of Mobile Research – What’s the point - Millward Brown
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November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by
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#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
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Mobile Research – What’s the point?
Why switching to mobile fieldwork makes sense: Case studies and
application
Desre Mann Jarrod Payne
1 N o v e m b e r 2 0 1 4
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2014
6 B
illi
on
BC
Birth of the universe
197
3
Motorola makes the first mobile phone
197
9
First Mobile network Tokyo
198
4
Jarrod is born
20
01
First 3G network Tokyo
Mid
-20
00
’s
Rise of smartphones
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Mobile phones dominate the world
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Africa is the post-PC continent
8% Of African Households have access to a
computer
Most of these in SA and even then this is only
10 million PC’s Source: InternetMatters
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KSA 73% (Smartphones)
Mobile penetration is high across all of our key markets
South Africa 91%
Kenya 82%
Nigeria 78%
Ghana 79%
Egypt 88%
Pakistan 53%
Source: Pew research centre, Statista
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And its growing!
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But how do we know
we’re getting mobile right
?
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Millward Brown’s Mobile journey
First Link Express on Mobile
Video Security
Mobile redirector
On-the-go security and data quality
control
GPS Introduced
AME Mobile
Hub 2009
2010
2011
2012
2013
2014
2014
Mobile brand health track
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New Africa Map
Commissioned completed
interviews as at November 3
2014
100k Completes to
date
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Mobile Gives Us Good National Spread (which would be prohibitively expensive in f2f)
Street level view of Abuga, Nigeria
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With Breathtaking Speed
24hours
2,100 Starts 100 completes
6 hours
4,100 Starts 200 completes
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Nigeria
First Mention
Use Nowadays
Mobile Data is comparable to F2F
Mobile
F2F
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Nigeria Mobile data is more discriminating
Mobile F2F
Mobile providers - Awareness
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Zimbabwe Mobile closely matches market share
Mobile
Laundry – Bought most often
Market Share
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Pakistan Mobile data is better than F2f
Mobile F2F
Main Telecoms provider
Market Share
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Saudi Arabia
Mobile data shows good temporal stability
Soft Drinks – P7D
Ramadan
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Quality Checks
MB sets up parameters on GPS distances between interviews e.g. For example no one within a 100 meters radius of the initial
If the interview is completed in a shorter time than expected, the respondent is disqualified.
Fingerprinting devices to ensure top quality data – prevents duplicate surveys
Strictest Media control. No one can fast forward / pause / rewind an ad Respondents are not able to continue without viewing / listening. Sharing the media is impossible.
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19
Now FUTURE PROOF
Cheaper
Better
Faster Better interview context
More Representative • Better access to higher income • Wider geographic coverage • No undue influence from
interviewers
Embracing the new
Promise of incredible advantages!
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Mobile Phones & Shopping
In South Africa
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What we did
Collected data from 1000 South Africans on how they use their mobile phones - What sites they use - Where they shop - Do they use their phones in store - What sort of information they look for
All to answer the question “What do we know about mobile phone use and how can this help
marketers?”
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South Africans use their phones a lot!
2.6 Hours per day
Amount of time spent using mobile internet or apps
40%
more than the global average
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Where is the time spent?
Social Media 14.4%
Instant Mess 13.5%
Search 8.0%
Music Download 7.7%
Job Search 7.5%
Online video 7.1%
Email 6.7% News 5.5%
Fashion 5.1%
Blogs 4.7%
Online Shop 4.5%
Magazines 4.3%
Gaming 4.3% Sports 3.6%
Banking 3.2%
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So how does this influence shopping?
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34% 53% 53%
Of consumers spend more than one hour researching before entering the store
United States LSM A LSM B
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In SA mobile phones are by far the most used platform for shopping research
Almost twice as many people use mobile as pc to conduct their research
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4.5 Number of
times people access their
phone during a shopping trip
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Much like in the US, opportunities to reach consumer during the shopping
trip are numerous
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What did you use your phone for while shopping?
That’s potentially 1 in 6 people buying online while in-store
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71% of the sample have shopped online using their mobile phone at least
once
48% Shop on their mobile at least once a
month
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The most mentioned online “Shopping” site
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Why do you not shop on your mobile phone?
I like paying cash Don’t have a credit card How do I pay them?
Afraid of scams Fraud Identity Theft Cloning
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A staggering
74% of the sample had changed their mind
about buying a product based on information they looked at on their
mobile phone
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Negative feedback results in a diversion of product purchase
A switch to cheaper or “better” products is also likely
Opportunities for customer switching are numerous
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Right message Right Person Right Time
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Mobile is the present (and the future)
Trend will continue! • We can do more than we
thought would be possible • Data is more accurate (than we
thought possible) • Faster (than we thought
possible)
It’s a journey, and its an exciting one!
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Thank You
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#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
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November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by