1. Smart Opportunity or not?
Use of smartphones in
an online research community
Dianne Gardiner
Managing Director, Latitude Insights (AU)
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2. 28% of the smartphone market in the US
28% of mobile enabled market in Australia
Nielsen Q3 2010, Nielsen Australia April 2010
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3. 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
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4. 4

5. 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
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6. 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
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7. It’s made a BIG
difference to my
life
34%, some difference
64%
2% no difference
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8. Has a new
door opened to
allow us to
engage with
consumers?
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9. 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…
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10. Frustratio
n
Too hard to navigate
Too slow
Too hard to reply
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11. 11

12. 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”
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13. 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
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14. Bite size bits
not the ‘full meal’
Consumption
not creation
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15. Testing the waters
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16. Comparison of response
86 words
65 words
Word count, matched discussion topic
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17. Comparison of response
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lacus, cursus at ultricies feugiat,
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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
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86 words
65 words
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18. Comparing
Alerts
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19. A question
of time
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20. Immediacy
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21. 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.
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22. Shorter shelf life
25% BF: 02 2011
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23. 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”
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24. Getting
Deeper
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25. 25

26. 26

27. “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?
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28. 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
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29. Forcing
the issue
But the grass
isn’t always greener
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30. Discussion
30

31. Insights Everyday
Thank you
Dianne Gardiner, Managing Director, Latitude Insights
email dianne@latitudeinsights.com.au
phone + 61 417 323 765
twitter @DiGardiner
web www.latitudeinsights.com.au & www.parellelinsights.com
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32. 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
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