What are the key trends and differences in mobile research around the world? In this presentation, Sue will highlight the key things that researchers need to know.

1. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Mobile Research in a
Global Context
Sue York
The Handbook of Mobile
Market Research
7 December 2016

2. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Today – The World!

3. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Dimensions of Mobile Research
• Voice vs. Self complete
• Mobile only vs. Dual Mode
• Smartphone or Tablet vs. Other Mobile
• Browser vs. App
• Qual vs. Quant

4. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Mobile . . .
The fastest growing tech in history

5. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Mobile . . .
In some countries more people have
access to mobile services than . . .
Bank accounts
Electricity
Clean Water
(World Bank, 2012)

6. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Going Mobile Globally
The Checklist
Who
What
How

7. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Going Mobile Globally
The Checklist
Who
What
How

8. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Who
7 billion mobile devices
7.6 billion people

9. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Useful References
hQp://www.itu.int/en/ITU-D/StaVsVcs/Documents/publicaVons/misr2016/MISR2016-w4.pdf

10. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Large variaMons across the World
Bahrain, UAE, Republic of Korea & Malaysia have very
high mobile phone ownership
Myanmar (2015) 39% (15 to 65)
Bangladesh (2015) 40% (15 plus)
Source: ITU Measuring the InformaVon Society Report 2016

11. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Source: ITU Measuring the InformaVon Society Report 2016
ITU - ICT Development Index

12. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Why not?
Not affordable
Broken phone or stolen
Don’t need one
Quality and coverage
Tech skills
Operator trust
Source: ITU Measuring the InformaVon Society Report 2016

13. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Less likely to be on mobile
• Lowest income
• Rural areas
• Old (everywhere) & Young
• Lower educaVon levels
• Women – in some countries
Source: ITU Measuring the InformaVon Society Report 2016

14. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
But . . .
Remember that the situaMon can . . .
CHANGE . . .
Quickly

15. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Source: ITU Measuring the InformaVon Society Report 2016

16. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Going Mobile Globally
The Checklist
Who
What
How

17. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Mobile Device Types
Smartphones (2 Billion – 30% of Mobiles)
Bells and Whistles
Basic
Other Phones

18. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Smartphone OperaMng Systems
2016 Q2 Sales
Android 88%
iOS 12%
Source :hQps://www.idc.com/prodserv/smartphone-os-market-share.jsp

19. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Going Mobile Globally
The Checklist
Who
What
How

20. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
How
• Contracts
• IncenVves
• Recruitment
• Laws and RegulaVons
• Language & Literacy & Script
• Local know-how

21. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Who
What
How
þ
þ
þ
Going Mobile Globally
The Checklist

22. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Thank You!
Follow me on TwiXer @1sue3
Check out
www.amazon.com/Handbook-Mobile-Market-Research-Researchers/dp/1118935624

23. Mobile Research in a Global Context – NewMR Webinar
Sue York, The Handbook of Mobile Market Research, 2016
Q & A
Ray Poynter
The Future Place
Sue York
The Handbook of
Mobile Market Research