1. YOC-Gruppe | Berlin | 25. November 2008YOC Group| Berlin| December 3th 2010
Evaluating two different mobile research
designs: ad-hoc mobile portal research and
personal application mobile research
Berlin, December 3th 2010
Malte Friedrich-Freksa

2. 2YOC Group| Berlin| December 3th 2010
Agenda
A. Mobile application usage: Implication on Mobile Research
B. Case Study

3. 3YOC Group| Berlin| December 3th 2010
A. Mobile application usage: Implication on Mobile Research

4. 4YOC Group| Berlin| December 3th 2010
Different App Stores show increasing growth rate
Apple App Store
Launch July 2008
Over 100,000 Apps
Billing with credit-/ account card
Ovi Store
Launch May 2009
Size: 20,000 Apps
Billing with credit card, WAP-
Billing
Blackberry Application
Storefront
Launch May 2009
Size: 2,000 Apps
Billing with Paypal
Android
Launch October 2008
Size: 10,000 Apps
Access and publishing for every
developer

5. 5YOC Group| Berlin| December 3th 2010
Apple sweeps mobile ecosystems with iPhone and
App Store
Selling >36 million iPhones and
iPod Touch worldwide (2010)**
Selling >2 million
iPhones in Germany
(2010, estimated)**
30% of mobile traffic is gained by iPhones
More than 100,000 applications in 20 categories*
More than 3billion downloads at App
Store*
1/5 apps are free
of charge
**Source: www.zdnet.de (2010-01.07); estimation by Piper-Jaffray-Analyst Gene Munster
* Source: Apple Inc. (2010-01-05) http://www.apple.com/de/pr/library/2010/01/05appstore.html

6. 6YOC Group| Berlin| December 3th 2010
iPhone users are an innovative target group and
considered as drivers for mobile internet usage
73% men und 27% women
higher education level and
income above average
48% are using apps at least 30
minutes per day*
80 % are using 10 or more
iPhone features* 98 % of buyers are browsing
mobile internet
Core target group: between 24 – 39 years old
48% are downloading new applications more than
once a week*
first-mover and design-affine
*Source: Gravitytank 2009
Apps get real – Perspectives on the Phenomenon
N=804 Smartphone users, 301 of whom own app-enabled phones (either Apple's iPhone or HTC's G1)

7. 7YOC Group| Berlin| December 3th 2010
Changing mobile internet usage affects mobile
marketing and advertising concepts
Different mobile applications for
German newspaper
Different operating systems
require specific apps for
customized content.
Applications establish new media
content presentation.
Mobile portal and apps
complement one another to
enhance the possibilities of mobile
publishing.

8. 8YOC Group| Berlin| December 3th 2010
Implications for mobile research
• Understanding the mobile internet usage
• Reaching the mobile target group where they are
• Conducting reasonable mobile research designs

9. 9YOC Group| Berlin| December 3th 2010
Mobile research designs: Four different approaches
Mobile Portal
Mobile
application
Downloading
application,
invitation
within
application
Browsing
mobile portal,
invitation via
banner
Mobile Panel
Invitation via
survey link
Mobile
Response
Participants
sending SMS to
access the
survey

10. 10YOC Group| Berlin| December 3th 2010
Mobile Response Research – participants receive
access to survey via survey link
Invitation via different
media channel
1. Invitation 2. Self-recruiting
Participant sends SMS
3. Participation
SMS
“Research”
to 99999 Click here for
participation
Participant receives
survey link

11. 11YOC Group| Berlin| December 3th 2010
Mobile Panel Research: Recruiting panellists for
participation in mobile surveys
Recruiting panellists via
different media
1. Recruiting
2. Activation
Selecting target groups and
inviting panellist via link Participant receives link
to reach the survey
3. Participation

12. 12YOC Group| Berlin| December 3th 2010
Mobile Portal Research: Survey invitation via mobile
banner
Take part in our surveyTake part in our survey
Placement of mobile banner or
text links on mobile website
1. Survey invitation
Clicking the banner leads to
the survey
2. Participation

13. 13YOC Group| Berlin| December 3th 2010
Mobile Application Research: Survey invitation while
browsing the app
CampaignCampaign‘‘ss app
Click!Click!
Downloading application on
campaign portal or app-store
1. Download
2. Activation
Survey invitation while browsing
the app
3. Participation
C.
Menu item AMenu item A
Menu item BMenu item B
Menu item CMenu item C
Take part in ourTake part in our
surveysurvey
CampaignCampaign‘‘ss application
Click!Click!
Campaign with App
Click!Click!
Clicking the banner leads to
the survey

14. 14YOC Group| Berlin| December 3th 2010
B. Case Study

15. 15YOC Group| Berlin| December 3th 2010
Campaign and research goals
Seite 15
the campaign
• combined online and mobile
• the mobile part enabled consumers to have the brand
experience on their phones. In addition, an iPhone and a
Java application were developed to complement the online
experience.
research goals: campaign evaluation
• brand image
• campaign participation and evaluation
• campaign media awareness
• Socio demographics

16. 16YOC Group| Berlin| December 3th 2010
Research design
Online exposed
click on survey
link in flash layer
completed survey
Visit campaign
website
Control group
click on survey
link in the eye
catcher
completed survey
visit regular
company website
Mobile exposed
click on survey link
completed survey
Visit campaign
mobile portal
download
application

17. 17YOC Group| Berlin| December 3th 2010
Three hypotheses on brand and campaign effects
H1. General brand effects
Campaign participants experience the brand much more
positively than non campaign participants.

18. 18YOC Group| Berlin| December 3th 2010
The campaign shows a significant impact on brand
image
= Significant at 95% confidence level
Campaign participants, especially
Mobiler evaluated the brand
indicators significantly better.

19. 19YOC Group| Berlin| December 3th 2010
Three hypotheses on brand and campaign effects
H2. Specific brand effects
Campaign participants with higher involvement show
increasing brand pattern.

20. 20YOC Group| Berlin| December 3th 2010
Increasing brand values for high involved campaign
participants
Online participants who also
visited the mobile portal
evaluated the brand indicators
significantly better.
= Significant at 95% confidence level

21. 21YOC Group| Berlin| December 3th 2010
Three hypotheses on brand and campaign effects
H3. Specific campaign effects
Campaign participants with higher involvement show
increasing campaign evaluation.

22. 22YOC Group| Berlin| December 3th 2010
Increasing campaign evaluating values for high
involved campaign participants
Mobile participants who also
downloaded the application
evaluated the campaign
significantly better.
= Significant at 99% confidence level

23. 23YOC Group| Berlin| December 3th 2010
Main Results
• Positive campaign evaluation: The promotion had
a good brand fit, was the most attractive promotion
noticed in the last 12 months and had a real personal
benefit for participants.
• Hypotheses confirmed: involved participants show
increasing brand patterns and better campaign
evaluation.
• Reached target group: Gender distribution was
almost 50/50 – online had slightly more women and
mobile users were younger than other participants.

24. 24YOC Group| Berlin| December 3th 2010
Click and completion rates depend on mobile
research approach
(1) Mobile
exposed*
(2) Mobile
exposed**
(2) Online
exposed**
(2) Control
group**
conditions free cost free free
method mobile survey mobile survey online survey online survey
click rate 11.3%*** 5.0%*** 2,8%*** 3,8%***
completion
rate
67.3%**** 30.0%****
length ~5 min. ~8 min. ~7 min. ~3 min.
* First Mobile research study 2009, surfing the mobile campaign portal was free
** Second study campaign evaluation 2009, surfing the mobile campaign portal
*** click rate survey banner (clicks on survey banner / clicks on mobile campaign portal home)
**** completion rate (survey completes / clicks on survey banner)

25. 25YOC Group| Berlin| December 3th 2010
Conclusion
• Multi Method approach was successful
Little demographic differences between the three
channels indicate a successful data collection.
• Differences in mobile research designs affect
response rates
Costs for mobile surfing and length of questionnaire are
still critical factors.
• Further Mobile Research have to consider the
importance of application
Data collection should take place within the application:
more personal experience for participants.

26. 26YOC Group| Berlin| December 3th 2010
Presented @ International conference on
Market Research in the Mobile World
2 & 3 Dec 2010, Berlin
For more information
Please visit: http://www.merlien.org