mobile research in emerging markets - binu
TRANSCRIPT
September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW
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MRMW Berlin Sept. 23-26, 2014 #MRMW
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Mobile Research in
Emerging Markets
30 months of Challenges and Opportunities
Jeremy George biNu Pty Ltd Based in biNu Africa office (Cape Town, South Africa) [email protected] @jeromeister m: +27 72 823 1328 w: +27 21 007 1478 www.binu.com
Overview
biNu is a cloud based virtual
smartphone platform that hosts a
community of highly engaged users
on a variety of fast, light, Android
and Java phone apps.
The biNu platform includes a suite of
native quant and qual research
tools.
Emerging Market Characteristics for
Market research:
● High Growth
● Single screen (mobile only, low-end phones)
● Cash Poor/Time Rich (by Western
European/North American standards)
Low-end phones vs smartphones
Limited 3G Coverage - Africa Country(Source:
GSMA)
3G% 2013Q4
Pakistan 1%
Nigeria 3%
India 7%
Kenya 11%
Indonesia 25%
South Africa 32%
Mexico 33%
Brazil 41%
Mobile MR in emerging Markets: Disadvantages
Feature phones
- Small screens
- Slow processors
- Poor internet (2G)
- Slow to load screens
- Few touch screens
- Multi-press text entry
Notifications
- SMS, poor response
- Smaller sample sizes
Panel shape
- 10%-30% Male
- 70% < 35 years old
- >80% urban
- 90% ‘Middle of the
Pyramid’ (LSM 4-7)
Mobile MR in emerging Markets: Advantages
Reach - Middle of the Pyramid
Quick - Instant results
Cheap - VS Face to Face or IVR
Rewards - Airtime has real value
Diaries & Longitudinal studies
The biNu approach: Content App
biNu user engagement through apps
Nokia app store
biNu has a wide
range of popular
apps in various app
stores
biNu user engagement through apps
biNu Audience is highly engaged
Top 40 Countries (by Monthly Active Users)
> 2 Million Monthly Active Users
> 40,000 new users per day
> 400,000 Unique Sessions/day
> 12 Million page views/day
> 100 countries
> 30% Android
Mobile Browser vs Content App
(in emerging markets) Mobile Browser
+ Works across all operating systems
+ works across devices
+ Native solution for MR software
such as Dimensions or Decipher
- Very slow...
- Poor recruitment (links untrusted)
- Poor notifications (SMS?)
- Poor spammer control
Content App
- Different solution for each mobile OS
- Mobile only
- Sending respondents off-platform
increases drop-off
+ Very quick
+ Trusted ecosystem
+ Great notifications
+ Better scammer control
biNu technology benefits biNu cloud based solution uses a range of sophisticated techniques to reduce
the amount of data delivered to a mobile device and to reduce page display lag
until it is almost instant, even on slow (2G) mobile networks.
Instant Display + Reduced data cost
Significantly reduced Drop Out Rate (compared to a mobile browser)
Dimensions: biNu skin vs browser
Market Research
tools like
Dimensions can
be run in a biNu
skin, retaining all
the benefits of the
software, while
significantly
reducing the Drop
Out Rate vs a
mobile browser.
Case Study 1: SA Diary Investigating beer drinking among
black males in South Africa IR: 55%
Quotas: black, male
N250 x twice per day for 28 days = 14,000
Respondents will complete at least 2 diary entries per
day, for 4 days
LOI: Screener - 5 questions, Diary 1 or 15 questions
Platform: Dimensions (mobile browser)
Fieldwork: 28 days
Case Study 1: SA Mobile Diary
Recruitment Survey
Users Percent
Ad Impressions 61,404
Ad Click Throughs to Survey 14,061 22.9%
Description Views 16,335
Starts (1st question) 3,655 22.4%
High response rate to in-app ads
Case Study 1: SA Mobile Diary
Diaries (Morning and Evening) DIARIES (MORNING & EVENING)
Users Percent
Ad Impressions 3,565
Ad Click Throughs to Survey 2,909 81.6%
Description Views 2,934
Starts (1st question) 2,872 97.9%
Percentage of Starts Users Percentage
Never Start Browser 34 1.2%
Completed 11,020
High response rate by pre-recruited panelists.
11,020 mobile diary entries in 28 days
Case Study 2: Qual Focus Group 1. Recruitment survey - Women
who cook
2. 30 Panel Members chosen
3. Email & SMS reminder
Moderators in London and Cape
Town interacting with women in
Nigeria on their mobile phones
30% Android (low-end) mobiles
● Post pictures and video
● Ask questions in real time
● Reward with airtime
● Download responses
● Multiple moderators
Moderator Web
Dashboard
Case study 2: Results summary
Qual on low-end mobile: example
Group members
can respond to
questions or
images posted
by the moderator
Conclusions ● Mobile is often the only practical, cost-effective
way to research people in emerging markets
● Mobile can be successfully used for Quant and Qual research in emerging markets
● Technologies like biNu help to mitigate the technical problems of mobile research in emerging markets
Thank you :-)
...any questions?
Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW
Association & Media Partners
Event App Partner
Networking Reception Partner Exhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW
September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW