At the MRG Conference 2011 (pdf link to programme here) I was given a three-minute slot to talk about anything I wanted under the banner “Six industry speakers share the good, the bad and the ugly from our industry”.
This is (roughly) what I said:
Good afternoon everyone. As Research Manager for Mobile, Social and Syndication at the BBC I’m understandably enthusiastic about these areas. So today I’m going to take the first area I mentioned – mobile – and explain how its characteristics make it appropriate as a research platform.
The first is universality – mobile has more coverage than any other research method. A big claim maybe, but Ofcom stats say that
- 77% of households have PC-based internet
- 85% of adults have a landline
- 91% of adults have a mobile, and this rises to 98% among 16-54 year olds
More than 91% of the UK might have a home and can be reached by door to door, but realistically, once you factor in accessibility and interviewer safety, mobile will have the largest potential audience for research – though the key word there is potential; there is still the small hurdle of getting the audience’s contact details.
The second characteristic I want to mention is relating to proximity. More than any other platform, mobile is our go-to device. It is nearly always turned on, it is nearly always on our person and thus it is when we have some free time or are bored it is the first thing we turn – in fact I can see a few phones in the audience now. This captive audience on mobile has massive potential for research purposes, though we need to ensure what we ask them to do is both interesting and relevant. Easier said than done, perhaps.
But, this is predicated on the notion that we need our respondent to interact. We can do many great things on mobile – video diaries, photos, status updates etc and in real-time. But one of the real strengths of mobile is its latency. Why ask people what media they are consuming when mobile sensors can match sound to TV and radio; record web browsing, use GPS to plot outdoor reach and time spent; and soon use near field communication to record sales of newspapers and magazines. Admittedly, not all phones can do this just yet, and privacy is obviously an issue, but again, there is big potential.
The young will drive this, for mobile is a youthful medium – 16-24s say they would miss mobile the most if they had to give up media. These behaviours might not be mainstream yet, but a dozen years ago owning a mobile wasn’t mainstream, and look where we are now. But there is also a second aspect to this point around youth, and that is that the medium is nascent. We’re still learning all the time – no one can say they’ve cracked mobile in terms of capturing and utilising. This is a huge opportunity for research agencies both big and small to move into.
This is an opportunity because it doesn’t yet exist. There is plenty of innovation at the edges, but the market isn’t yet mature. So while I’ve identified several benefits to mobile research, they come with caveats and are more theoretical than practical. So as much as I want to say mobile is good, I can’t really. I’ve talked about the universality, the go-to nature, the latency and the youthfulness. That’s U.G.L.Y and it ain’t got no alibi, it’s ugly.