of Mobile Optimisation October, 2019 Justin Bennett, Toluna Pete - - PowerPoint PPT Presentation

Researching the impact

• f Mobile Optimisation

October, 2019

Justin Bennett, Toluna Pete Cape, Dynata Chris Stevens, Kantar Courtney Williams, Lucid

What we have done Year 2 of our unprecedented collaborative effort between MRS and 4 panel provision organisations:

• Dynata
• Kantar
• Lucid
• Toluna

MRS collated and aggregated three years of international panel data identifying response patterns between devices by age and country

2

3

Globally 30% of surveys are not set up to allow smartphones devices

Topline Outcomes:

• The research design – i.e.

setting up to allow smartphones - is following the maturity of the market to

• nline overall
• Examples in Brazil and China

where offline surveys are moved online without updates and modernisation

80% 78% 75% 73% 72% 63% 60% Australia United StatesUnited Kingdom Germany France China Brazil 0% 20% 40% 60% 80% 100%

Percentage of Surveys that Allow All Devices - 2018

4

What we found…increased mobile starts and completes

Topline Outcomes:

• Good news is that mobile starts

and completes have again increased

• The most encouraging news is that

the ratio between starts and completes for phones has improved to 86%

• This is a good step towards parity

with desktop devices for the surveys that allow all devices

• But the overall balance is still

different to the device preference

• f respondents for survey

completion

• We would expect to see continued

growth to 50%+ on phone devices

68.1% 63.7% 59.4% 24.6% 29.5% 34.1% 76.2% 71.1% 64.2% 17.6% 22.5% 29.4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Desktop 2016 Desktop 2017 Desktop 2018 Phone 2016 Phone 2017 Phone 2018

Total Starts & Completes: 18-60+ On Surveys allowing all devices Starts Completes

Phones : Ratio Start to Completes 2016 2017 2018 72% 76% 86%

5

What we found…growth in phone starts across the world

Topline Outcomes :

• Improvements

across all countries, especially those at lower levels in 2017

24.6% 14.7% 23.0% 26.5% 23.8% 29.6% 22.8% 31.9% 4.9% 6.4% 3.9% 1.8% 3.5% 6.4% 7.5% 5.1% 4.6% 4.4% 4.4% 3.2% 4.4% 0.2% 11.2% 4.5% 34.1% 25.5% 31.3% 31.6% 31.7% 36.2% 41.4% 41.5% TOTAL China France Germany Australia UK Brazil USA 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0%

Phone Starts by Country: 18-60+

2016 2017 2018

6

But conversion from starts to completes not even

Topline Outcomes :

• Though Brazil and

US lead in the level

• f starts, Brazil

reduces dramatically on the share of completes by phones

• Same pattern in

China

29% 34% 18% 26% 27% 31% 29% 32% 29% 32% 34% 36% 31% 41% 37% 41% TOTAL - Completes TOTAL - Starts China - Completes China - Starts France - Completes France - Starts Germany - Completes Germany - Starts Australia - Completes Australia - Starts UK - Completes UK - Starts Brazil - Completes Brazil - Starts USA - Completes USA - Starts 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Phone Starts and Completes by Country: 18-60+ Conversion Rates 89% 75% 94% 92% 92% 86% 69% 86%

7

What we found…female persistently higher in mobile Topline Outcome:

• Allowing

respondents to participate on their choice of device is important for representivity and feasibility

• i.e. a mobile only

study will struggle with the older age groups

8

What we found…female persistently higher in mobile

Topline Outcome:

• All groups

consistently down from share of starts to share of completes

• This is not an age

matter!

54% 47% 49% 42% 46% 41% 39% 34% 41% 36% 32% 29% 34% 30% 29% 25% 25% 21% 22% 18% 18% 14% 15% 11% 36% 32% 31% 27%

18-24 Female - Starts Completes 18-24 Male - Starts Completes 25-29 Female - Starts Completes 25-29 Male Completes 30-39 Female - Starts Completes 30-39 Male Completes 40-49 Female - Starts Completes 40-49 Male Completes 50-59 Female - Starts Completes 50-59 Male Completes 60+ Female - Starts Completes 60+ Male Completes TOTAL Female Completes Male Completes

0% 10% 20% 30% 40% 50% 60%

Phone Starts & Completes: Gender & Age 18-60+

Incomplete rates are a key driver… Starts & Incompletes Share for Phones

Topline Outcomes:

• Participants more

likely to not complete

• n a mobile phone

than PC

• This has a knock on

impact on capacity as incomplete rates are a major driver of

• verall respondent

and panel attrition

25% 37% 31% 40% 32% 37% 32% 38% 41% 50% 36% 41% 41% 46% 34% 41% CHINA Phone Starts Phone Incompletes FRANCE Phone Starts Phone Incompletes GERMANY Phone Starts Phone Incompletes AUSTRALIA Phone Starts Phone Incompletes BRAZIL Phone Starts Phone Incompletes UK Phone Starts Phone Incompletes USA Phone Starts Phone Incompletes TOTAL Phone Starts Phone Incompletes

10

Tracker v. Ad-Hoc Contrary to belief trackers are not solely main issue

Topline Outcomes :

• Improvements in Ad-

hocs and trackers

• Ad-hoc and tracker

levels fairly even

• Still 20-25% of

survey responses are from surveys that do not allow phones

36.0% 32.7% 24.8% 22.5% 64.0% 67.3% 75.2% 77.5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% AD - HOC 2017 TRACKER 2017 AD-HOC 2018 TRACKER 2018

Ad-hoc v. Tracker

% STARTS FROM SURVEYS THAT DO NOT ALLOW PHONES % OF STARTS FROM SURVEYS THAT ALLOW PHONES

11

INSERT VIDEO

This is not the only problem …. Mobile design/optimisation

12

Lots of work in this area… 2013 CASRO Panels Conference

13

Lots of work in this area… continues

14

15

16

What is going on? And where do we go from here? Panel Justin Bennett, Vice President, Global Sampling, Toluna Pete Cape, Director, Global Knowledge, Dynata Chris Stevens, CQO, Kantar Courtney Williams, Executive Director, Quality, Lucid