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Mobile Redefines
Media, Research
Originally presented at the ARF
    Re:Think 2013 conference:


            Andrew Elder
            SVP, Marketing Sciences



                Carrie Angiolet
                SVP, Client Services




            Michael McCrary
            President                  In partnership with:
Last year 6% of all survey-taking activity on the
Fulcrum platform was incidentally taking place on
mobile devices; they predicted that by this month,
12% of surveys would be…


Growth accelerated beyond expectations, hitting
13% in January



AS RESEARCHERS, WE HAD TO FIND
OUT WHAT WAS GOING ON.
Who is the mobile
                        survey audience,
    Do I need to        and how are they
optimize my surveys        different?
   specifically for
  mobile devices?
                      Does survey length
                        really make a
                       difference on a
How does market
                       mobile device?
research need to
adjust for mobile?
     Does it?
Mobile Redefines Media, Research
Illuminas
               Full service market research consultancy delivering
                 strategic marketing intelligence across B2B and
                          consumer markets worldwide.

•   Delivers actionable and creative solutions that are founded on technical excellence
    and robust, leading-edge thinking
•   Solutions are tailored to clients’ unique business needs, and we design programs
    that enlighten business' strategy and empower informed, tactical decisions
•   Boutique provider with strong senior management involvement, but global presence
    with offices in London, New York, Austin
Fulcrum by Federated Sample
                     Today’s most powerful, open and customizable online
                                     sampling platform.




    Sample Optimization                 Sample Management                  Sample Exchange
•    Buyer and seller respondent    •    Preserve existing supplier    •    Boosts delivery
     routing                             relationships
                                                                       •    Reduces costs
•    Increases sample performance   •    Streamlines supplier
     up to 80%                           management                    •    Always on

•    Enhances respondent            •    Simplifies complex projects   •    Easy to use
     experience
                                    •    Apply unrivaled quality and   •    Global
•    Flexible and Configurable           security controls
                                                                       •    Diverse and rich
Kinesis Survey Technologies
                                The industry’s leading end-to-end
                        survey and panel management software platform.


•      The only market research software provider to offer a fully multimode solution suite

•      Provides “future-proof” survey, panel management and community functionality not
       available in competing solutions

•      Enables seamless and simultaneous mobile, tablet and desktop device interaction

•      Headquarters in Austin, TX with European offices in London, U.K.

•      Rapidly growing company with clients and partners worldwide




    Visit the Kinesis website: http://www.kinesissurvey.com
    Read the Kinesis blog:     http://www.kinesissurvey.com/blog
    Follow Kinesis tweets:     http://twitter.com/kinesis_survey
MyPoints
                          Dependable Market Research Sample



•   High Quality:
     •   Targeted, qualified respondents based on over 500 data points
     •   Double opt-in, physical address required, highly responsive
     •   Certified for quality and consistency

•   Experienced, Full-Service Sampling:
     •    Founded in 1996, and providing market research sample solutions since 2005
     •    Consultative approach to meeting our partners sample needs
     •    Feasibility estimates you can count on
     •    Census balanced out-go, disposition reporting, pre-screening, re-contacts, IHUTs, zip
          code targeting

•   Scale and Reach:
     •    9 million double opt-in, including 7.5+ million email-able members
     •    Access to respondents via different channels (email, web, mobile, social) & categories
Mobile Redefines Media, Research
The mobile revolution
% of U.S. Panelists that respond via mobile device (2010-2012)

                 Pre Christmas     Post Christmas

                                                    12.7%

                                             10.5%




                                 4.8%
                         4.0%

     1.4% 1.7%


       2010                 2011                2012
The mobile growth curve
         Total Mobile
                        High       Smartphone              Tablet
                        Mid
                        Low




            Actuals                             Projections
25%


20%


15%


10%


5%

0%



             Global Growth of Mobile on Fulcrum Platform
Traditional


              Optimized
2 TRACKS

Incidental                       Intentional



                Who are taking our
             surveys? And who is doing
               it on mobile devices?
Who are these survey-takers?
        AGE                 GENDER        TECH CREDS                 DEVICE USE

                                                                             Favorite
  10% 19% 42% 29%
                                                     41%
                                        New tech advice-givers
                            50%
                                               29%
                                  50%   Phone is for entertainment
  18-24 25-34 35-54   55+



                                                                             Favorite
  18% 18% 43% 22%
                                                     45%
                                        New tech advice-givers

                            45%                   34%
                                  55%   Phone is for entertainment

  18-24 25-34 35-54   55+




  26% 26% 29% 18%                                                             Favorite
                                                       51%
                                        New tech advice-givers
                            49%
                                  51%                39%
                                        Phone is for entertainment
  18-24 25-34 35-54   55+
What happens when you intentionally seek out
           mobile survey takers?




  Incidental                     Intentional
Our methodology

                                       2 TRACKS

 Incidental                                                            Intentional
  Long                     Short                               Short          Long

                 Screeners /                         Screeners /
                Demographics                        Demographics

                           A. Music                            A. Music
Standard 15                                                                 Standard 15
              Ask 1 of 4




                                                  Ask 1 of 4
min survey                 B. TV                               B. TV        min survey

                           C. Movies                           C. Movies

                           D. Social                           D. Social



     Optimized survey experience
      Sensitivity to survey length
Does survey length matter?

                       2 TRACKS

Incidental                                   Intentional

Long         Short                     Short       Long

 9:48        5:10    Survey Length     5:51        11:45


 7.9%        6.0%       Drop Off       4.7%         8.1%


 48%         46%     Time Well Spent   46%          41%
How do they compare?

        PC             Tablet   S.Phone   Intentional   Intentional
                                            Tablet        S.Phone




              Incidental                                Intentiona
             mobile survey                                l mobile
PC              takers
                                                        survey takers
Intentional smartphone users turn
to their phone for entertainment at
higher rates than all other
audiences
Intentional smartphone users turn
to their phone for entertainment at
higher rates than all other
audiences
Intentional tablet and smartphone
users are more tech savvy
Intentional smartphone users turn
to their phone for entertainment at
higher rates than all other
audiences

Intentional tablet and smartphone
users are more tech savvy

They also use more devices
regularly
Intentional smartphone users turn
to their phone for entertainment at
higher rates than all other
audiences

Intentional tablet and smartphone
users are more tech savvy

They also use more devices
regularly


And are more likely to use social
media
Intentional smartphone users turn
to their phone for entertainment at
higher rates than all other
audiences

Intentional tablet and smartphone
users are more tech savvy

They also use more devices
regularly


And are more likely to use social
media


But those on smartphones are the
most active on social media sites,
potentially due to age
Ok, but how does this
  affect advertising
research specifically?
Interact with ads as a result of
                                     listening to music, watching TV
                                          and using social media



      TV                                       MUSIC                               Social Media



                                                                                                          30
                                                                     20      16           17     19
                                                                                   14
8    10       8              10         6    10               7
                      4                               4



PC   Tablet Tablet   Smart   Smart      PC   Tablet Tablet   Smart   Smart    PC   Tablet Tablet Smart   Smart
                     Phone   Phone                           Phone   Phone                       Phone   Phone
Purchased something as a result
                                      of listening to music, watching
                                         TV and using social media



      TV                                       MUSIC                               Social Media
                                                                      56
                                        42    43     44       40
             24      25      27                                                                           27
19   22                                                                                          18
                                                                             14    17     17




PC   Tablet Tablet   Smart   Smart      PC   Tablet Tablet   Smart   Smart    PC   Tablet Tablet Smart   Smart
                     Phone   Phone                           Phone   Phone                       Phone   Phone
Would pay to eliminate
                                     advertisements during their
                                              activities



      TV                                      MUSIC                                Movies

                       45      48                                                49
39     41     41                                                            41          42     43      41
                                              39             38
                                       30            31              27




PC   Tablet Tablet   Smart   Smart     PC   Tablet Tablet   Smart   Smart   PC   Tablet Tablet Smart   Smart
                     Phone   Phone                          Phone   Phone                      Phone   Phone
Desire to interact with brands
                                         through social media



     Follow a Brand on                        Receive Opt in                      Receive Custom Ads
     Social Media                             Communications                      fm. Online Activity
                              93
       75     76
70                    70                                             69
                                                     57
                                       49
                                             43              42
                                                                                                        20
                                                                             10   14     13      9




PC   Tablet Tablet   Smart   Smart      PC   Tablet Tablet   Smart   Smart   PC   Tablet Tablet Smart   Smart
                     Phone   Phone                           Phone   Phone                      Phone   Phone
In conclusion…
Pre-target the mobile audience to reach
those most engaged with advertising

Objectives should drive decision to pre-
target a mobile audience… or not

Consider the mobile audience during
design; PC respondents also benefit

Integration of mobile in trended studies will
be increasingly important

People will continue taking surveys on
their favorite device; surveys must adapt
Detection, Device Appropriate
Rendering, Distribution

API Integration with suppliers with
mobile capabilities

Easy segmentation of respondents
by device

Custom business rule configurations
for mobile responders
Questions?
  Please feel free to contact us!

             www.illuminas.com
             (512) 652 2700 –or- solutions@illuminas-global.com
             andrew.elder@illuminas-global.com
             carrie.angiolet@illuminas-global.com

             www.federatedsample.com
             (504) 264 5820 –or- info@federatedample.com
             mmccrary@federatedsample.com

             www.kinesissurvey.com
             (512) 590 8300 –or- sales@kinesissurvey.com

             www.mypoints.com
             (415) 200 4271–or- brin.moore@mypointscorp.com

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Mobile Redefines Media, Research

  • 1. Mobile Redefines Media, Research Originally presented at the ARF Re:Think 2013 conference: Andrew Elder SVP, Marketing Sciences Carrie Angiolet SVP, Client Services Michael McCrary President In partnership with:
  • 2. Last year 6% of all survey-taking activity on the Fulcrum platform was incidentally taking place on mobile devices; they predicted that by this month, 12% of surveys would be… Growth accelerated beyond expectations, hitting 13% in January AS RESEARCHERS, WE HAD TO FIND OUT WHAT WAS GOING ON.
  • 3. Who is the mobile survey audience, Do I need to and how are they optimize my surveys different? specifically for mobile devices? Does survey length really make a difference on a How does market mobile device? research need to adjust for mobile? Does it?
  • 5. Illuminas Full service market research consultancy delivering strategic marketing intelligence across B2B and consumer markets worldwide. • Delivers actionable and creative solutions that are founded on technical excellence and robust, leading-edge thinking • Solutions are tailored to clients’ unique business needs, and we design programs that enlighten business' strategy and empower informed, tactical decisions • Boutique provider with strong senior management involvement, but global presence with offices in London, New York, Austin
  • 6. Fulcrum by Federated Sample Today’s most powerful, open and customizable online sampling platform. Sample Optimization Sample Management Sample Exchange • Buyer and seller respondent • Preserve existing supplier • Boosts delivery routing relationships • Reduces costs • Increases sample performance • Streamlines supplier up to 80% management • Always on • Enhances respondent • Simplifies complex projects • Easy to use experience • Apply unrivaled quality and • Global • Flexible and Configurable security controls • Diverse and rich
  • 7. Kinesis Survey Technologies The industry’s leading end-to-end survey and panel management software platform. • The only market research software provider to offer a fully multimode solution suite • Provides “future-proof” survey, panel management and community functionality not available in competing solutions • Enables seamless and simultaneous mobile, tablet and desktop device interaction • Headquarters in Austin, TX with European offices in London, U.K. • Rapidly growing company with clients and partners worldwide Visit the Kinesis website: http://www.kinesissurvey.com Read the Kinesis blog: http://www.kinesissurvey.com/blog Follow Kinesis tweets: http://twitter.com/kinesis_survey
  • 8. MyPoints Dependable Market Research Sample • High Quality: • Targeted, qualified respondents based on over 500 data points • Double opt-in, physical address required, highly responsive • Certified for quality and consistency • Experienced, Full-Service Sampling: • Founded in 1996, and providing market research sample solutions since 2005 • Consultative approach to meeting our partners sample needs • Feasibility estimates you can count on • Census balanced out-go, disposition reporting, pre-screening, re-contacts, IHUTs, zip code targeting • Scale and Reach: • 9 million double opt-in, including 7.5+ million email-able members • Access to respondents via different channels (email, web, mobile, social) & categories
  • 10. The mobile revolution % of U.S. Panelists that respond via mobile device (2010-2012) Pre Christmas Post Christmas 12.7% 10.5% 4.8% 4.0% 1.4% 1.7% 2010 2011 2012
  • 11. The mobile growth curve Total Mobile High Smartphone Tablet Mid Low Actuals Projections 25% 20% 15% 10% 5% 0% Global Growth of Mobile on Fulcrum Platform
  • 12. Traditional Optimized
  • 13. 2 TRACKS Incidental Intentional Who are taking our surveys? And who is doing it on mobile devices?
  • 14. Who are these survey-takers? AGE GENDER TECH CREDS DEVICE USE Favorite 10% 19% 42% 29% 41% New tech advice-givers 50% 29% 50% Phone is for entertainment 18-24 25-34 35-54 55+ Favorite 18% 18% 43% 22% 45% New tech advice-givers 45% 34% 55% Phone is for entertainment 18-24 25-34 35-54 55+ 26% 26% 29% 18% Favorite 51% New tech advice-givers 49% 51% 39% Phone is for entertainment 18-24 25-34 35-54 55+
  • 15. What happens when you intentionally seek out mobile survey takers? Incidental Intentional
  • 16. Our methodology 2 TRACKS Incidental Intentional Long Short Short Long Screeners / Screeners / Demographics Demographics A. Music A. Music Standard 15 Standard 15 Ask 1 of 4 Ask 1 of 4 min survey B. TV B. TV min survey C. Movies C. Movies D. Social D. Social Optimized survey experience Sensitivity to survey length
  • 17. Does survey length matter? 2 TRACKS Incidental Intentional Long Short Short Long 9:48 5:10 Survey Length 5:51 11:45 7.9% 6.0% Drop Off 4.7% 8.1% 48% 46% Time Well Spent 46% 41%
  • 18. How do they compare? PC Tablet S.Phone Intentional Intentional Tablet S.Phone Incidental Intentiona mobile survey l mobile PC takers survey takers
  • 19. Intentional smartphone users turn to their phone for entertainment at higher rates than all other audiences
  • 20. Intentional smartphone users turn to their phone for entertainment at higher rates than all other audiences Intentional tablet and smartphone users are more tech savvy
  • 21. Intentional smartphone users turn to their phone for entertainment at higher rates than all other audiences Intentional tablet and smartphone users are more tech savvy They also use more devices regularly
  • 22. Intentional smartphone users turn to their phone for entertainment at higher rates than all other audiences Intentional tablet and smartphone users are more tech savvy They also use more devices regularly And are more likely to use social media
  • 23. Intentional smartphone users turn to their phone for entertainment at higher rates than all other audiences Intentional tablet and smartphone users are more tech savvy They also use more devices regularly And are more likely to use social media But those on smartphones are the most active on social media sites, potentially due to age
  • 24. Ok, but how does this affect advertising research specifically?
  • 25. Interact with ads as a result of listening to music, watching TV and using social media TV MUSIC Social Media 30 20 16 17 19 14 8 10 8 10 6 10 7 4 4 PC Tablet Tablet Smart Smart PC Tablet Tablet Smart Smart PC Tablet Tablet Smart Smart Phone Phone Phone Phone Phone Phone
  • 26. Purchased something as a result of listening to music, watching TV and using social media TV MUSIC Social Media 56 42 43 44 40 24 25 27 27 19 22 18 14 17 17 PC Tablet Tablet Smart Smart PC Tablet Tablet Smart Smart PC Tablet Tablet Smart Smart Phone Phone Phone Phone Phone Phone
  • 27. Would pay to eliminate advertisements during their activities TV MUSIC Movies 45 48 49 39 41 41 41 42 43 41 39 38 30 31 27 PC Tablet Tablet Smart Smart PC Tablet Tablet Smart Smart PC Tablet Tablet Smart Smart Phone Phone Phone Phone Phone Phone
  • 28. Desire to interact with brands through social media Follow a Brand on Receive Opt in Receive Custom Ads Social Media Communications fm. Online Activity 93 75 76 70 70 69 57 49 43 42 20 10 14 13 9 PC Tablet Tablet Smart Smart PC Tablet Tablet Smart Smart PC Tablet Tablet Smart Smart Phone Phone Phone Phone Phone Phone
  • 30. Pre-target the mobile audience to reach those most engaged with advertising Objectives should drive decision to pre- target a mobile audience… or not Consider the mobile audience during design; PC respondents also benefit Integration of mobile in trended studies will be increasingly important People will continue taking surveys on their favorite device; surveys must adapt
  • 31. Detection, Device Appropriate Rendering, Distribution API Integration with suppliers with mobile capabilities Easy segmentation of respondents by device Custom business rule configurations for mobile responders
  • 32. Questions? Please feel free to contact us! www.illuminas.com (512) 652 2700 –or- solutions@illuminas-global.com andrew.elder@illuminas-global.com carrie.angiolet@illuminas-global.com www.federatedsample.com (504) 264 5820 –or- info@federatedample.com mmccrary@federatedsample.com www.kinesissurvey.com (512) 590 8300 –or- sales@kinesissurvey.com www.mypoints.com (415) 200 4271–or- brin.moore@mypointscorp.com

Notas do Editor

  1. WHY DID WE CHOOSE THIS TOPIC?Illuminas saw FS (Patrick Comer) present at the CASRO Technology conference last year around how taking surveys on mobile devices was growingDuring that conference, they predicted how much mobile survey taking would grow… and they actually undershot it by years end- that’s how quickly it is gaining traction!As market researchers, we saw that and realized that we needed to explore this trend more, and understand the implications it was having.