use of smartphones in an online research community
TRANSCRIPT
![Page 1: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/1.jpg)
Smart Opportunity or not?
Use of smartphones in an online research community
Dianne GardinerManaging Director, Latitude Insights (AU)
1
![Page 2: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/2.jpg)
28% of the smartphone market in the US
28% of mobile enabled market in Australia
Nielsen Q3 2010, Nielsen Australia April 2010
2
![Page 3: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/3.jpg)
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
3
![Page 4: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/4.jpg)
4
![Page 5: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/5.jpg)
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
5
![Page 6: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/6.jpg)
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
6
![Page 7: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/7.jpg)
It’s made a BIG difference to my life
34%, some difference
64%
2% no difference
7
![Page 8: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/8.jpg)
Has a new
door opened to allow us to
engage with
consumers?
8
![Page 9: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/9.jpg)
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…
9
![Page 10: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/10.jpg)
Frustratio
n
Too hard to navigate
Too slow
Too hard to reply
10
![Page 11: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/11.jpg)
11
![Page 12: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/12.jpg)
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”
12
![Page 13: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/13.jpg)
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
13
![Page 14: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/14.jpg)
Bite size bits
not the ‘full meal’
Consumption
not creation
14
![Page 15: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/15.jpg)
Testing the waters
15
![Page 16: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/16.jpg)
Comparison of response
86 words
65 words
Word count, matched discussion topic
16
![Page 17: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/17.jpg)
Comparison of response
Lorem ipsum dolor sit amet,
consectetur adipiscing elit. In vel
interdum turpis. Donec sit amet
lacus purus, eget aliquam nisl. In
quis risus sed eros sodales
tincidunt in sed tortor. Proin enim
lacus, cursus at ultricies feugiat,
sagittis at augue. Aenean leo
nulla, ornare eu ultrices quis,
congue vel massa. Vestibulum a
neque nisl. Aliquam urna arcu,
dapibus in ullamcorper at, dictum
eu enim.
Lorem ipsum dolor sit amet,
consectetur adipiscing elit. In vel
interdum turpis. Donec sit amet
lacus purus, eget aliquam nisl. In
quis risus sed eros sodales
tincidunt in sed tortor. Proin enim
lacus, cursus at ultricies feugiat,
sagittis at augue. Aenean leo
nulla, ornare eu ultrices quis,
congue vel massa. Vestibulum a
neque nisl. Aliquam urna arcu,
dapibus in ullamcorper at, dictum
eu enim. Curabitur porttitor sem
sit amet sem lacinia vestibulum.
Quisque non nisi ante, non
sagittis purus. Aliquam nec nibh
lorem, a sollicitudin enim.
86 words
65 words
17
![Page 18: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/18.jpg)
Comparing
Alerts
18
![Page 19: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/19.jpg)
A question
of time
19
![Page 20: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/20.jpg)
Immediacy
20
![Page 21: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/21.jpg)
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.
21
![Page 22: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/22.jpg)
Shorter shelf life
25% BF: 02 2011
22
![Page 23: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/23.jpg)
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”
23
![Page 24: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/24.jpg)
Getting
Deeper
24
![Page 25: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/25.jpg)
25
![Page 26: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/26.jpg)
26
![Page 27: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/27.jpg)
“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?
27
![Page 28: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/28.jpg)
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
28
![Page 29: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/29.jpg)
Forcing
the issue
But the grass isn’t always greener
29
![Page 30: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/30.jpg)
Discussion
30
![Page 31: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/31.jpg)
Insights Everyday
Thank youDianne Gardiner, Managing Director, Latitude Insights
email [email protected] + 61 417 323 765twitter @DiGardinerweb www.latitudeinsights.com.au & www.parellelinsights.com
31
![Page 32: Use of smartphones in an online research community](https://reader034.vdocuments.us/reader034/viewer/2022052619/555ce216d8b42a4f2b8b58c4/html5/thumbnails/32.jpg)
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
32