Mobile preso mc crary_updated
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1) Mobile survey responses have grown significantly between 2010-2012 in the US, from 6% to over 50% according to projections. 2) Tablet usage is highest among older age groups (70+), while smartphone usage increases with younger generations. 3) Different survey panels have varying rates of mobile penetration, ranging from 3.3% to 24.3% currently in the US. The document discusses trends in mobile survey response rates in the US and how rates vary across different age groups and survey panels.
Mobile preso mc crary_updated
- 1. Are you ready for mobile? Federated Sample
- 2. Are you ready for mobile? Federated Sample Mobile Growth FED Projection Mobile Breakdowns
- 3. The mobile revolution % of U.S. Panelists that respond via mobile device (2010-2012)
- 4. The mobile growth curve FED Projection of U.S. Mobile Penetration into Surveys Actual Only 6% MOM Growth FED Projection (Q1 2012) 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Nov-11 Nov-12 Nov-13 Nov-14 Sep-12 Sep-11 Sep-13 Sep-14 Jul-14 Jul-11 Jul-12 Jul-13 Jan-11 Jan-12 Jan-13 Jan-14 Mar-11 May-11 Mar-12 May-12 Mar-13 May-13 Mar-14 May-14
- 5. Tablets are for geezers U.S. Mobile Penetration split by device & age bracket MOBILE TABLET 70+ 65 - 69 60 - 64 55 - 59 50 - 54 45 - 49 40 - 44 35 - 39 30 - 34 25 - 29 22 - 24 19 - 21 13 - 18 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
- 6. Not all panels are created equal U.S. Mobile Penetration by panel company 30.0% 25.0% 24.3% 20.0% 15.0% 13.9% 13.0% 10.6% 9.6% 10.0% 8.0% 5.0% 4.2% 3.3% 0.0% A B C D E F G H
- 7. Conclusion: The mobile clock is ticking, get ready!
Editor's Notes
- #4: We compared the 30 day survey period before and after Christmas using Google Analytics:油Specifically, we looked at respondents who came 'directly' from an email invitation, rather than an online site or offer, as to separate pure panel from routing, river, or social media respondents (who would already be in a PC environment). 油Additionally, we wanted to look at the bounce all the gadget giving gave. 油One chart sums it all up nicely:That's a 20-30% bump each year after the holiday season. 油Before we know it, a majority of panelists will choose their smartphones over PCs, and another fundamental shift will have油occurred油in the research industry. 油Are you prepared?
- #5: "Not true, I have time."油You have less time to react with the faster growth rate of mobile adoption relative to online. 油With 50% of panel respondents choosing mobile devices for surveys by 2015, you better move quickly. 油During CASRO Tech 2012, Ted Saunders and Patrick projected that organic mobile penetration would have a油8.5% monthly growth rate and reach油12% by now; we guessed low. Hitting almost 13% in January, the continuation of that growth rate puts us at 50% by the summer of 2014.油If we assume that the growth will slow down (6% monthly), then we still see 50% penetration in 2015.油More importantly, the research firm has no control over the device choice of the respondent, making it harder to delay the transition. 油
- #6: "But my survey will work on the iPad."油油That's correct, maybe, but tablet penetration is only 40% of the device selection (or 5% penetration) and is highly skewed to older respondents. 油Millennials can't afford or don't choose the tablet for survey taking. 油Also, many functions of a survey require a larger screen and a mouse.
- #7: Well, the sample companies will figure it out." 油Let's hope so. Current mobile penetration of the top 7 global panel companies shows quite a disparity. We wonder what's driving those differences: demographics, recruitment, or aggregation methods?