research goes mobile - researchnow & luma research
TRANSCRIPT
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Asia-Pacific Edition 2013 WWW.MRMW.NET
Organized by
TM
Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners
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Who is this?
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Of users expect the mobile experience to
be better than or equivalent to using a
laptop or desktop computer
85%
Of US mobile web users only access the
web from their mobile devices
25% Sources: Harris Interactive & Tealeaf, On Device Research & Mobithinking
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We are now symbiotic with the internet
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And user interface
is improving ...
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But let’s be realistic ...
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…appreciate the
role of mobile
in consumer
life...
…and understand
the implications for
our industry...
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Goal to explore feasibility,
practicality, reliability and value of
mobile ad testing.
Research in Practice – Luma Advertising Testing
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2011
the kindergarten era for app-based
surveys initial research was done
using static advertising
2012
the primary years with developments
in mobile technology video advertising
was tested
Two Phases of Parallel Testing
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2 x N=200 2 x N=200
Re-thinking –
a 5 minute questionnaire
2 x N=200 matched samples across
Smartphone or Desktop completion
2011 Study in UK and Australia
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Smartphone Survey –
56% completed out of working hours
Online Desktop Survey –
21% completed out of working hours
Key Finding – Time of Day
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Key Findings – Brand Bonding Completely Consistent
Source: add+impact® Quick Check Brand Bonding ratings
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Smartphone as a data collection platform does not have a direct
impact on brand feelings measurement
Key Implication along the way…
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Key Finding- Some inconsistency on attention ratings
Source: add+impact® Quick Check Attention ratings
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Two video ads
Same 5 minute
questionnaire
plus opt in post
survey passive
data collection
2 matched samples
of N=104 and
N=107 across
Smartphone or
Desktop
N= 30 opted into
the passive data
collection – an
encouraging result!
2012 Phase Two Study in Australia
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Smartphone Survey –
90% completed out of working hours
Online Desktop Survey –
60% completed out of working hours
Key Finding – Time of Day mainly out of hours
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Source: add+impact® Quick Check Brand Bonding ratings
Key Finding – Brand Bonding Completely Consistent again
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Source: add+impact® Quick Check Attention ratings
Key Finding – Attention now Consistent… even when we drilled down further
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Attention Elements – Kleenex
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Attention Elements – McDonald’s
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Untouched Potentials Entertained Committed
Mobile
Mobile
Online
Online
Proportion Committed
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There are some encouraging
consistencies when comparing Online
to Mobile….
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Passive data collection
is the next
dimension….
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…what about methodological
development…?
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Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Asia-Pacific Edition 2013 WWW.MRMW.NET
Organized by
TM