Mobile vs. Online

A presentation of research findings

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Mobile on the Rise

• Mobile Ad spending– $7.19 billion by next

year, $21 billion by 2016

– “The Next Big Thing” for data collection

– 60% of mobile phones in the U.S. are smartphones• Sufficient

“representation” of the population as a whole?

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Purpose of Research

• How respondents’ attitudinal ratings and behavioral data differ from mobile to online methodologies

• Demographic composition of both of these samples

• Recommendations on usage

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Methodology

• Survey on chewing gum preferences programmed on both online and mobile SurveySwipe Application platforms

• 10 questions

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Results

• General pattern of responses for both samples are very similar

• Online respondents chew slightly more gum– 2.8 packs per month

compared to mobile at 2.1 packs per month

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Results

Online respondents are more likely to buy gum in a store aisle, whereas mobile respondents are more likely to buy it in a convenience store or check out lane

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Demographics

Mobile• Younger– Average age 31.6

years old

• More likely to be– Employed full

time– Single– Students

Online• Older– Average age 41.5

years old

• More likely to be – Retired – Married– Homemaker– Employed part

time

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Demographics

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Conclusions and Recommendations

• Few differences were found in terms of attitudinal and behavioral measures

• Mobile data collection– Higher likelihood to participate– Faster response and completion rate• Twice the data was collected in half the field time

– Quality of data expected to be superior due to methodology being a novelty

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About qSample

• Specializes in developing and managing specialty research panels– Developed, recruited,

and managed in house• Access to more than 5

million respondents in over 42 countries who are pre-screened and double-opted in

About MAi Research

• Highly skilled marketing research professionals are, business experts who provide insightful, clear answers to your most complex questions

• Our research approaches yield provocative insights and create effective pathways to your next level of in-market success

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Want to learn more?

• Download and read the full white paper here:• http://www.qsample.com/application/qsampl

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