Leslie townsend main stage - 2012
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Leslie Townsend, Kinesis Survey Technologies, USA Festival of NewMR 2012 - Main Stage – Session 1 A Presenta*on from The Fes*val of NewMR – Main Stage 5 December 2012 The Tipping Point Is Here: Mobile Market Research Goes Mainstream All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit NewMR.org Leslie Townsend Kinesis Survey Technology
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Transcript of Leslie townsend main stage - 2012
- 1. Leslie Townsend, Kinesis Survey Technologies, USA Festival of NewMR 2012 - Main Stage Session 1 APresenta*onfrom TheFes*valofNewMRMainStage 5December2012 TheTippingPointIsHere:MobileMarketResearchGoes Mainstream AllcopyrightownedbyTheFuturePlaceandthepresentersofthematerial Formoreinforma:onaboutNewMReventsvisitNewMR.org LeslieTownsend KinesisSurveyTechnology
- 2. Leslie Townsend, Kinesis Survey Technologies, USA Festival of NewMR 2012 - Main Stage Session 1 The Tipping Point Is Here: Mobile Market Research Goes Mainstream A!ppingpointistheeventofapreviouslyrare phenomenonbecomingrapidlyanddramaDcally morecommon(asdenedbyWikipedia)
- 3. Leslie Townsend, Kinesis Survey Technologies, USA Festival of NewMR 2012 - Main Stage Session 1 TheTippingPointIsHere:MobileMarketResearchGoesMainstream 30.74%
- 4. Leslie Townsend, Kinesis Survey Technologies, USA Festival of NewMR 2012 - Main Stage Session 1 TheTippingPointIsHere:MobileMarketResearchGoesMainstream which in turn is impacting online market research practices and requires mobile device support for respondents. Mobile device usage by consumers is changing how the world communicates and interacts
- 5. Leslie Townsend, Kinesis Survey Technologies, USA Festival of NewMR 2012 - Main Stage Session 1 TheTippingPointIsHere:MobileMarketResearchGoesMainstream Mobile device types used for survey taking have changed dramatically as technology has evolved
- 6. Leslie Townsend, Kinesis Survey Technologies, USA Festival of NewMR 2012 - Main Stage Session 1 TheTippingPointIsHere:MobileMarketResearchGoesMainstream Smartphones became the dominant mobile device type this year. Smartphones now represent more than half of the mobile market share in several European countries and in the U.S.
- 7. Leslie Townsend, Kinesis Survey Technologies, USA Festival of NewMR 2012 - Main Stage Session 1 TheTippingPointIsHere:MobileMarketResearchGoesMainstream Social Media also plays a large role in mobile market research. Social media sites are increasingly accessed via mobile browsers and apps, and are becoming a major conduit for market research initiatives. - social listening - survey recruitment - communities - location based triggers
- 8. Leslie Townsend, Kinesis Survey Technologies, USA Festival of NewMR 2012 - Main Stage Session 1 TheTippingPointIsHere:MobileMarketResearchGoesMainstream Kinesis saw a major increase in mobile survey traffic in 2012. Whereas previous years yielded mobile traffic rates between 5-10%, this year 4.07% 25.51% 7.43% 30.74% Europe U.S. 2012Kinesis-MobileTracRates,U.S. andEurope Q3 Q1
- 9. Leslie Townsend, Kinesis Survey Technologies, USA Festival of NewMR 2012 - Main Stage Session 1 TheTippingPointIsHere:MobileMarketResearchGoesMainstream As expected, survey completion rates are lower for respondents using mobile browsers. Type of Traffic Dropout % Profile % Quota % Complete % Mobile Browsers 67.90% 11.15% 6.29% 14.66% Desktop Browsers 18.40% 35.75% 16.46% 29.38% Q3 2103 Kinesis - Dropout & Completion Rates By Type of Browser Used, All Regions
- 10. Leslie Townsend, Kinesis Survey Technologies, USA Festival of NewMR 2012 - Main Stage Session 1 TheTippingPointIsHere:MobileMarketResearchGoesMainstream Mobile platform preferences differ between the U.S. and Europe. 13.62% 18.46% 1.35% 0.92% 63.94% 46.93% 29.88% 8.58% 2.98% 11.09% iPhone Android iPod Blackberry iPad Q32012KinesisMobilePlaSorm Usage,EuropeandU.S. Europe U.S. Note:Nokia, Windows Mobile,and Playbookeach accountedfor