mobile research trends – what’s really happening - questback
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September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW
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Mobile Research Trends –
What’s Really Happening? Luke Talbot
Berlin, 23rd September 2014
Vers
ion Q
3 2
014, v2
.2
PRESENTATION NAME
Mobile Research
Trends
Laggards and ‘Early Adopters’ - Which
industries are where, and why? 01
The impact of ‘Mobile First’ on response rates:
what is the cost of standing still in a mobile
world?
02
51.2 MILLION
SURVEYS BETWEEN
JANUARY 2012 –
SEPTEMBER 2014
4
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
2012 2013 2014
Mobile Access of Surveys:
The Development in our Data Center
Source: 51,2 Mio Surveys from 1.2012-9.2014, QuestBack Data Center Bremen
5
Cool – but what about
my industry?
I’m more interested
in completed
interviews...
6
Let’s have a race...
Finance
Manufacturing
Market Research
Media
Science
IT / Telco
1.
Which industry has the biggest
share of mobile access to surveys?
%
35
30
25
20
15
10
5
How many people access surveys
on mobile devices?
8
2012 2013 2014
%
35
30
25
20
15
10
5
Source: 51,2 Mio Surveys from 1.2012-9.2014, QuestBack Data Center Bremen
%
35
30
25
20
15
10
5
Go Go Go!
9
2012 2013 2014
%
35
30
25
20
15
10
5
Source: 51,2 Mio Surveys from 1.2012-9.2014, QuestBack Data Center Bremen
%
35
30
25
20
15
10
5
Mobile Access to Survey - Results
10
2012 2013 2014
%
35
30
25
20
15
10
5
Rankings 2014
1 Media 49%
2 IT / Telco 22%
3 Market Research 20%
4 Scientific Research 19%
5 Manufacturing 11%
6 Finance 9%
Source: 51,2 Mio Surveys from 1.2012-9.2014, QuestBack Data Center Bremen
11
2.
Which industry has the best
completion rates on Smartphones?
200
175
150
125
100
75
50
25
Survey Completion on Smartphones
12
2012 2013 2014
200
175
150
125
100
75
50
25
0
DESKTOP COMPLETION RATE: INDEX 100
LA
UN
CH
MO
BIL
E 1
ST
200
175
150
125
100
75
50
25
Smartphone Completion Rate:
Top 3 Responsive
13
2012 2013 2014
200
175
150
125
100
75
50
25
0
Media MR IT / Telco
DESKTOP
COMPLETION
MO
BIL
E
1S
T
200
175
150
125
100
75
50
25
Smartphone Completion Rate:
Responsive vs Fixed Width
14
2012 2013 2014
200
175
150
125
100
75
50
25
0
Media MR
DESKTOP
COMPLETION
MO
BIL
E
1S
T
Source: QuestBack Data Center Bremen
IT / Telco
200
175
150
125
100
75
50
25
Smartphone Completion Rate:
MR Responsive + Fixed width
15
2012 2013 2014
200
175
150
125
100
75
50
25
0
MR
DESKTOP
COMPLETION
MO
BIL
E
1S
T
Source: QuestBack Data Center Bremen
Responsive
Fixed width
16
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
2012 2013 2014
Mobile Access of Surveys:
Source: 51,2 Mio Surveys from 1.2012-9.2014, QuestBack Data Center Bremen
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