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

Researching the impact of 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

Globally 30% of surveys are not set up to allow smartphones devices Topline Outcomes: Percentage of Surveys that Allow All The research design – i.e. Devices - 2018 • 100% setting up to allow smartphones - is following 80% 78% the maturity of the market to 80% 75% 73% 72% online overall 63% 60% Examples in Brazil and China • 60% where offline surveys are moved online without 40% updates and modernisation 20% 0% Australia United StatesUnited Kingdom Germany France China Brazil 3

What we found…increased Topline Outcomes: mobile starts and completes Good news is that mobile starts • 90% Total Starts & Completes: 18-60+ and completes have again On Surveys allowing all devices increased 80% 76.2% The most encouraging news is that • 71.1% Starts 68.1% the ratio between starts and 70% 64.2% 63.7% completes for phones has improved 59.4% Completes to 86% 60% This is a good step towards parity • Phones : Ratio Start to 50% with desktop devices for the Completes surveys that allow all devices 2016 2017 2018 40% But the overall balance is still • 72% 76% 86% 34.1% different to the device preference 29.5% 29.4% 30% of respondents for survey 24.6% 22.5% completion 17.6% 20% We would expect to see continued • growth to 50%+ on phone devices 10% 0% Desktop 2016 Desktop 2017 Desktop 2018 Phone 2016 Phone 2017 Phone 2018 4

What we found…growth in phone starts across the world Phone Starts by Country: 18-60+ Topline Outcomes : USA 31.9% 5.1% 4.5% 41.5% Improvements • across all countries, 41.4% Brazil 22.8% 7.5% 11.2% especially those at UK 29.6% 6.4% 0.2% 36.2% lower levels in 2017 Australia 23.8% 3.5% 4.4% 31.7% Germany 26.5% 1.8% 3.2% 31.6% 2016 France 23.0% 3.9% 4.4% 31.3% 2017 China 14.7% 6.4% 4.4% 25.5% 2018 TOTAL 24.6% 4.9% 4.6% 34.1% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 5

But conversion from starts to completes not even Conversion Rates Phone Starts and Completes by Country: 18-60+ Topline Outcomes : 89% USA - Starts 41% Though Brazil and • USA - Completes 37% 75% US lead in the level Brazil - Starts 41% Brazil - Completes 31% of starts, Brazil 94% UK - Starts 36% UK - Completes 34% reduces 92% Australia - Starts 32% Australia - Completes 29% dramatically on the 92% Germany - Starts 32% share of completes Germany - Completes 29% France - Starts 31% 86% by phones France - Completes 27% Same pattern in China - Starts 26% 69% • China - Completes 18% China TOTAL - Starts 34% 86% TOTAL - Completes 29% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 6

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 7

What we found…female persistently higher in mobile Phone Starts & Completes: Gender & Age 18-60+ 54% 18-24 Female - Starts 47% Completes Topline Outcome: 49% 18-24 Male - Starts 42% Completes 46% All groups 25-29 Female - Starts • 41% Completes 39% 25-29 Male 34% Completes consistently down 41% 30-39 Female - Starts 36% Completes 32% 30-39 Male from share of 29% Completes 34% 40-49 Female - Starts 30% starts to share of Completes 29% 40-49 Male 25% Completes completes 25% 50-59 Female - Starts 21% Completes 22% 50-59 Male 18% Completes This is not an age • 18% 60+ Female - Starts 14% Completes 60+ Male 15% matter! 11% Completes 36% TOTAL Female 32% Completes 31% Male Completes 27% 8 0% 10% 20% 30% 40% 50% 60%

Incomplete rates are a key driver… Starts & Incompletes Share for Phones Topline Outcomes: CHINA Phone Starts 25% Participants more • Phone Incompletes 37% likely to not complete FRANCE Phone Starts 31% Phone Incompletes 40% on a mobile phone GERMANY Phone Starts 32% Phone Incompletes 37% than PC AUSTRALIA Phone Starts 32% This has a knock on • Phone Incompletes 38% impact on capacity as BRAZIL Phone Starts 41% Phone Incompletes 50% incomplete rates are UK Phone Starts 36% Phone Incompletes 41% a major driver of USA Phone Starts 41% overall respondent Phone Incompletes 46% and panel attrition TOTAL Phone Starts 34% Phone Incompletes 41%

Tracker v. Ad-Hoc Contrary to belief trackers are not solely main issue Ad-hoc v. Tracker Topline Outcomes : 100% Improvements in Ad- • 90% hocs and trackers 80% 70% 64.0% 67.3% Ad-hoc and tracker • 75.2% 77.5% 60% levels fairly even 50% 40% Still 20-25% of • 30% survey responses are 20% 36.0% 32.7% from surveys that do 24.8% 22.5% 10% 0% not allow phones AD - HOC 2017 TRACKER 2017 AD-HOC 2018 TRACKER 2018 % STARTS FROM SURVEYS THAT DO NOT ALLOW PHONES % OF STARTS FROM SURVEYS THAT ALLOW PHONES 10

This is not the only problem …. Mobile design/optimisation INSERT VIDEO 11

Lots of work in this area… 2013 CASRO Panels Conference 12

Lots of work in this area… continues 13

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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