Smart Opportunity or not?

Use of smartphones in an online research community

Dianne GardinerManaging Director, Latitude Insights (AU)

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28% of the smartphone market in the US

28% of mobile enabled market in Australia

Nielsen Q3 2010, Nielsen Australia April 2010

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Our Community

Online Research Community (MROC)

112 iPhone users across Australia

Feb – Mar 2010

Exploring how being connected anywhere, anytime changes the way people do things

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So more of these �

Means less time using the

internet, on a computer �

By 2011, predictions are that 85% of handsets

shipped globally will include some sort of browser.

Gartner: Ten Mobile technologies to watch in 2010-2011

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Less time on the computer, more on mobile devices

Internet use since

acquiring iPhone

2 in 5 iPhone users are spending less time now on

the internet on a computer

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It’s made a BIG difference to my life

34%, some difference

64%

2% no difference

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Has a new

door opened to allow us to

engage with

consumers?

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Forcing

the issueIt’s pretty ironic that a lot of us are using

emails & internet more on our iphones, yet still do a lot of iTalk on a pc

Having the choice…

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Frustratio

n

Too hard to navigate

Too slow

Too hard to reply

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Speed

“I rarely do much in the way of typing on iPhone, not

as fast. Basic stuff like facebook updates or typing

URLs sure, but not full-on forum posts”

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Level of

detail

“I’m inclined 2 give much more

detailed responses on computer

coz I can touch type so much

quicker on a keyboard: thoughts flow easily brain to keyboard,

whereas typing with iPhone so sluggish”

Finally and most importantly from our perspective was that participants themselves identified if they responded on the phone it would be more superficial,

shorter response than on their computer.

I’m inclined 2 give much more detailed responses on computer coz I can touch

type so much quicker on a keyboard: thoughts flow easily brain to keyboard, whereas typing with iPhone so sluggish

iPhone is great to get information (or send) quickly and look up stuff with a click,

click – like you can be in and out of Facebook and accept a friend in under a

minute. I couldn't log onto my computer that fast. So its great for adhoc communication but when I want to sit down pay my bills, write emails, etc I would

always use a computer

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Bite size bits

not the ‘full meal’

Consumption

not creation

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Testing the waters

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Comparison of response

86 words

65 words

Word count, matched discussion topic

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Comparison of response

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86 words

65 words

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Comparing

Alerts

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A question

of time

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Immediacy

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34 minutesFirst response after alert

Immediacy

50% of all responses

<1 minute

8 hrs, 36m 1 hr, 28 mins

Surveys were same length, sent three

weeks apart on the same day of week.

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Shorter shelf life

25% BF: 02 2011

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It’s personal

“This is the first time I've ever directly responded to a text

message link. I'm not a fan of having companies sms me, I

think because I regard sms as a very personal thing

reserved only for friends. I prefer to respond to emails”

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Getting

Deeper

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“I’ll tell you what I want, what I really, really

want”

Whether via a computer or mobile, participants want research to be

✔Simple

✔Relevant

✔Unobtrusive

✔But most of all… easy

So we have to ask…

does mobile improve the MROC experience?

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To mobile, or not to mobile?In the context of an MROC mobile delivers…-More immediate response

-Shorter responses

-Lower level of overall response

It is best applied to uses…

-Where timing is critical

-Context is critical (moment of truth)

-Other input is sought

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Forcing

the issue

But the grass isn’t always greener

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Discussion

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Insights Everyday

Thank youDianne Gardiner, Managing Director, Latitude Insights

email dianne@latitudeinsights.com.auphone + 61 417 323 765twitter @DiGardinerweb www.latitudeinsights.com.au & www.parellelinsights.com

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Insights Everyday

Presented @ International conference on

Market Research in the Mobile World

2 & 3 Dec 2010, Berlin

Organised by

For more information

Please visit: http://www.merlien.org

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