mobile vs everything else
TRANSCRIPT
Tiburon Research & Mobiety, MRMW Europe 2012
Mobile vs. everything else :)Exploring way of integrating surveys into mobile landscape in Russia
Tiburon Research & Mobiety, MRMW Europe 2012
Companies
• DIY tool for mobile web based surveys with dashboards
• NFC polls for instant feedback
• Geo-targeting via auto-replies in Twitter and Foursquare
• In-app polls
• 300K+ online access panels in in Russia and Ukraine
• Interactive questionnaires and reporting
• DIY online QUAL
Tiburon Research & Mobiety, MRMW Europe 2012
Agenda
BackgroundWhy we did it and what was the environmental landscape
Our approachWHATs and HOWs
Figures & findingsWhat we got and what we learned
Tiburon Research & Mobiety, MRMW Europe 2012
Objectives
Mobile CATIConventional cell-phones interviewing
CAWIConventional online access panel sampling
SAWIaka Mobile CAWI, ‘S’ stands for ‘Smartphones’
To compare:
Against:
Tiburon Research & Mobiety, MRMW Europe 2012
BackgroundWhy we did it and what was the environmental landscape
Tiburon Research & Mobiety, MRMW Europe 2012
Russia is big…
143 000 000 people
Tiburon Research & Mobiety, MRMW Europe 2012
… and beautiful
Tiburon Research & Mobiety, MRMW Europe 2012
with Internet penetration high…
67% browse web more than once a month
Tiburon Research & Mobiety, MRMW Europe 2012
… and mobile being a must have
Tiburon Research & Mobiety, MRMW Europe 2012
Tiburon Research & Mobiety, MRMW Europe 2012
Mobile phone penetration
84% Russians have a cell phone
Tiburon Research & Mobiety, MRMW Europe 2012
Mobile only population
34% Russians have a cell phone only
Tiburon Research & Mobiety, MRMW Europe 2012
Mobile internet penetration
20% of population browse mobile web
Tiburon Research & Mobiety, MRMW Europe 2012
Internet penetration by geo
67% 70%58%
51% 50%45%
29%21% 22% 19% 19% 19% 17% 14%
Broadband
Mobile
FOM, Dec 2010, base 6474, by % in a group | link
Tiburon Research & Mobiety, MRMW Europe 2012
Penetration rate by age
FOM, Dec 2010, base 6474, by % in a group | link
12 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55+
84% 81%
67%
51%
31%
8%
49% 46%
26%
11%4% 1%
Broadband
Mobile
Tiburon Research & Mobiety, MRMW Europe 2012
Our approachWHATs and HOWs
Tiburon Research & Mobiety, MRMW Europe 2012
Project design
Questionnaire length: 40 questions
Two citiesMoscow – capital and the largest one with 10M+ inhabitants and Yekaterinburg – 4th largest with 1,3M
4 data collection methodsNext slide, please =)
Tiburon Research & Mobiety, MRMW Europe 2012
Data collection methods
Mobile CATI CAWI access panel
SAWI access panel SAWI river
Sample source RDD access panel access panel QIWI terminal after top-up
Invitation method incoming call from call-center e-mail SMS SMS
Questionnaire layout voice full size browser mobile browser mobile browser
Tiburon Research & Mobiety, MRMW Europe 2012
River approach
$ $$
SMS SMS
SMSWhen potential respondents make a payment through QIWI terminals
They receive the invitation to participate in survey
Tiburon Research & Mobiety, MRMW Europe 2012
Figures & findingsWhat we got and what we learned
Tiburon Research & Mobiety, MRMW Europe 2012
Cooperation figures
Mobile CATI
CAWI a.p.
SAWI a.p.
SAWI river
SAWI«spam»
Response Rate 52% 30% 20% 2% 0.3%
Completion Rate - * 92% 87% 67% 70%
* No data available
Tiburon Research & Mobiety, MRMW Europe 2012
Questions we asked
Category awarenessHave you ever heard of…?
Ice tea Energy drinks
Sport drinks
Category trialHave you ever tried…?
Category consumptionHow often do you drink… at this time of year?
DemographicsSex, Age, Geo…
Categories measured
Tiburon Research & Mobiety, MRMW Europe 2012
Trial
Ice tea Energy drink Sport drink
68%
54%
28%
79%68%
34%
96% 94%
56%
74%68%
30%
Base: 300 / 300 / 300 / 300
Tiburon Research & Mobiety, MRMW Europe 2012
Never heard of
Ice tea Energy drink Sport drink
9%1%
20%
4% 2%
12%
0% 0%
12%20%
12%
40%
Base: 300 / 300 / 300 / 300
Tiburon Research & Mobiety, MRMW Europe 2012
Brands awareness :: prompted
Mobile CATI CAWI a.p.
SAWI a.p.
SAWI river
Lipton Ice Tea 83 94 99 70 Nestea 80 89 97 73 Ahmad Ice Tea 41 25 28 17 Greenice 34 15 24 12 Local brand 1 28 34 16 8
Base: those aware of the category
Tiburon Research & Mobiety, MRMW Europe 2012
Key findings
Representativity doesn’t really exist :)Fortunately rankings tend to match
SAWI “spam” – is of no practical use as RR is way too lowThough one can achieve some completes ‘broadcasting’ SMS invitations, concerns regarding data validity and privacy issues make the approach extremely questionable
SAWI access panel – workable, but noticeably biased Bias towards more affluent and active users. Need a good reason to do mobile rather than conventional CAWI
SAWI river – technically workable, but needs further researchObserved bias was somewhat chaotic. Expect results will depend heavily on a river chosen
Tiburon Research & Mobiety, MRMW Europe 2012
Add-In: completion rate for SAWI river
1 2 3 4 5 6 7 8 9 12 13 14 15 17 18 19 23 31 40 4575%
80%
85%
90%
95%
100%
77%
87%
45 ques-tions
number of questions
Tiburon Research & Mobiety, MRMW Europe 2012
Thanks! Question? Contacts
Friends? fb.com/zarin.m
Likes! fb.com/mobiety
Follow us @mobiety
Follow me @zarin
Mikhail Zarin Artem Tinchurin
tiburon-research.ru [email protected]
Suite 309, 10 Vostochnaya str., Moscow, Russia 115280