Mobile Research – What’s the point - Millward Brown

November 5 & 6, 2014

DoubleTree by Hilton Hotel Cape Town

Upper Eastside, South Africa

#MRMW

Organized by

#MRMW

Title Sponsor Silver Sponsors Bag Sponsor

Association & Media Partners

Mobile Research – What’s the point?

Why switching to mobile fieldwork makes sense: Case studies and

application

Desre Mann Jarrod Payne

1 N o v e m b e r 2 0 1 4

2014

6 B

illi

on

BC

Birth of the universe

197

3

Motorola makes the first mobile phone

197

9

First Mobile network Tokyo

198

4

Jarrod is born

20

01

First 3G network Tokyo

Mid

-20

00

’s

Rise of smartphones

Mobile phones dominate the world

Africa is the post-PC continent

8% Of African Households have access to a

computer

Most of these in SA and even then this is only

10 million PC’s Source: InternetMatters

KSA 73% (Smartphones)

Mobile penetration is high across all of our key markets

South Africa 91%

Kenya 82%

Nigeria 78%

Ghana 79%

Egypt 88%

Pakistan 53%

Source: Pew research centre, Statista

And its growing!

But how do we know

we’re getting mobile right

?

Millward Brown’s Mobile journey

First Link Express on Mobile

Video Security

Mobile redirector

On-the-go security and data quality

control

GPS Introduced

AME Mobile

Hub 2009

2010

2011

2012

2013

2014

2014

Mobile brand health track

New Africa Map

Commissioned completed

interviews as at November 3

2014

100k Completes to

date

Mobile Gives Us Good National Spread (which would be prohibitively expensive in f2f)

Street level view of Abuga, Nigeria

With Breathtaking Speed

24hours

2,100 Starts 100 completes

6 hours

4,100 Starts 200 completes

Nigeria

First Mention

Use Nowadays

Mobile Data is comparable to F2F

Mobile

F2F

Nigeria Mobile data is more discriminating

Mobile F2F

Mobile providers - Awareness

Zimbabwe Mobile closely matches market share

Mobile

Laundry – Bought most often

Market Share

Pakistan Mobile data is better than F2f

Mobile F2F

Main Telecoms provider

Market Share

Saudi Arabia

Mobile data shows good temporal stability

Soft Drinks – P7D

Ramadan

Quality Checks

MB sets up parameters on GPS distances between interviews e.g. For example no one within a 100 meters radius of the initial

If the interview is completed in a shorter time than expected, the respondent is disqualified.

Fingerprinting devices to ensure top quality data – prevents duplicate surveys

Strictest Media control. No one can fast forward / pause / rewind an ad Respondents are not able to continue without viewing / listening. Sharing the media is impossible.

19

Now FUTURE PROOF

Cheaper

Better

Faster Better interview context

More Representative • Better access to higher income • Wider geographic coverage • No undue influence from

interviewers

Embracing the new

Promise of incredible advantages!

Mobile Phones & Shopping

In South Africa

What we did

Collected data from 1000 South Africans on how they use their mobile phones - What sites they use - Where they shop - Do they use their phones in store - What sort of information they look for

All to answer the question “What do we know about mobile phone use and how can this help

marketers?”

South Africans use their phones a lot!

2.6 Hours per day

Amount of time spent using mobile internet or apps

40%

more than the global average

Where is the time spent?

Social Media 14.4%

Instant Mess 13.5%

Search 8.0%

Music Download 7.7%

Job Search 7.5%

Online video 7.1%

Email 6.7% News 5.5%

Fashion 5.1%

Blogs 4.7%

Online Shop 4.5%

Magazines 4.3%

Gaming 4.3% Sports 3.6%

Banking 3.2%

So how does this influence shopping?

34% 53% 53%

Of consumers spend more than one hour researching before entering the store

United States LSM A LSM B

In SA mobile phones are by far the most used platform for shopping research

Almost twice as many people use mobile as pc to conduct their research

4.5 Number of

times people access their

phone during a shopping trip

Much like in the US, opportunities to reach consumer during the shopping

trip are numerous

What did you use your phone for while shopping?

That’s potentially 1 in 6 people buying online while in-store

71% of the sample have shopped online using their mobile phone at least

once

48% Shop on their mobile at least once a

month

The most mentioned online “Shopping” site

Why do you not shop on your mobile phone?

I like paying cash Don’t have a credit card How do I pay them?

Afraid of scams Fraud Identity Theft Cloning

A staggering

74% of the sample had changed their mind

about buying a product based on information they looked at on their

mobile phone

Negative feedback results in a diversion of product purchase

A switch to cheaper or “better” products is also likely

Opportunities for customer switching are numerous

Right message Right Person Right Time

Mobile is the present (and the future)

Trend will continue! • We can do more than we

thought would be possible • Data is more accurate (than we

thought possible) • Faster (than we thought

possible)

It’s a journey, and its an exciting one!

Thank You

#MRMW

Title Sponsor Silver Sponsors Bag Sponsor

Association & Media Partners

November 5 & 6, 2014

DoubleTree by Hilton Hotel Cape Town

Upper Eastside, South Africa

#MRMW

Organized by