Download - Mobile vs online white paper overview
Mobile vs. Online
A presentation of research findings
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Mobile on the Rise
• Mobile Ad spending– $7.19 billion by next
year, $21 billion by 2016
– “The Next Big Thing” for data collection
– 60% of mobile phones in the U.S. are smartphones• Sufficient
“representation” of the population as a whole?
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Purpose of Research
• How respondents’ attitudinal ratings and behavioral data differ from mobile to online methodologies
• Demographic composition of both of these samples
• Recommendations on usage
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Methodology
• Survey on chewing gum preferences programmed on both online and mobile SurveySwipe Application platforms
• 10 questions
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Results
• General pattern of responses for both samples are very similar
• Online respondents chew slightly more gum– 2.8 packs per month
compared to mobile at 2.1 packs per month
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Results
Online respondents are more likely to buy gum in a store aisle, whereas mobile respondents are more likely to buy it in a convenience store or check out lane
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Demographics
Mobile• Younger– Average age 31.6
years old
• More likely to be– Employed full
time– Single– Students
Online• Older– Average age 41.5
years old
• More likely to be – Retired – Married– Homemaker– Employed part
time
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Demographics
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Conclusions and Recommendations
• Few differences were found in terms of attitudinal and behavioral measures
• Mobile data collection– Higher likelihood to participate– Faster response and completion rate• Twice the data was collected in half the field time
– Quality of data expected to be superior due to methodology being a novelty
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About qSample
• Specializes in developing and managing specialty research panels– Developed, recruited,
and managed in house• Access to more than 5
million respondents in over 42 countries who are pre-screened and double-opted in
About MAi Research
• Highly skilled marketing research professionals are, business experts who provide insightful, clear answers to your most complex questions
• Our research approaches yield provocative insights and create effective pathways to your next level of in-market success
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Want to learn more?
• Download and read the full white paper here:• http://www.qsample.com/application/qsampl
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