Pat Graham Chief Solution Strategist GfK CENA

1. Comparison of Instantaneous Mobile Time Use Data Collection Methods to Traditional Time Diary Methods Pat Graham Chief Solution Strategist GfK CENA CCC’13| June 2013 Las Vegas

2. Outline • Purposefully Mobile Research • Complications with “Traditional” Time Diaries • Comparison Study: Online Video Streaming • Methodology • Results • Consent Rate • Cooperation Rate • Rates of Watching Streaming Media • Reports of Secondary Activities • Reports of Additional Watchers • Mini-Experiment: Single vs. Double Reminder for Mobile • Conclusions

3. Purposefully Mobile ResearchNew Methods, Opportunities and Challenges New insights New information Challenge: how to gather ‘more’ in as close to real time as possible Engage participants in new ways, using an array of technology to make information requests – be they surveys or other 'tell-me' inquiries Use of passive mobile digital monitoring capabilities

4. Purposefully Mobile ResearchNew Methods, Opportunities and Challenges Our Focus: Capture insights closer to the moment when they occur and, among some demos and geos, capturing the insight at all! Traditional Research Mobile Research By past day, Past hour, Past moment, Passive. By past week, Past month, Past year.

5. Purposefully Mobile ResearchNew Methods, Opportunities and Challenges Provide a text response Respond to SP or MP questions Take and submit a picture

6. Purposefully Mobile ResearchNew Methods, Opportunities and Challenges Rate using sliding scales Record a vocal response Record a video View and rate

7. 3 major opportunities and one focus for today Purposefully Mobile ResearchNew Methods, Opportunities and Challenges Mobile CAPI Mobile Diary Mobile Panel Interviews at the point of experience When recall may not be enough Mobile Diaries and Digital Ethnographies Self complete on individuals own devices (Smartphone's or tablets)

8. Complications with Traditional Time Diaries Time diary research is a well-established methodology to study different dimensions of time use—activities, locations and social settings—in a temporal context. It’s strengths include: Ability to use large representative samples Easy to understand and implement Less obtrusive than direct observation However, there are a number of weaknesses with traditional time diaries that may be overcome by instantaneous measurements: Low response rates Inaccurate or inadequate recall Post-hoc re-evaluations Subjective assessments Under-reporting of important information Simultaneous activities Additional participants

9. Our Study: Comparison of Online Video Streaming Activities

10. Comparison Study: Online Video Streaming • Study 1: Traditional Online Time Diary • 7-day diary with daily surveys asking about all of the previous day’s streaming activities. • Each survey was open for a single day. • Email invitations were sent out each day. • Field period: April 10-17 • Study 2: Mobile “Instantaneous” Time Diary • 5-day diary with 4 short surveys spread across each day. • Each survey asks about the previous 2-hour period of activity. • Each survey was open for a 2-hour window. • Respondents did have the opportunity to self-report activity at other times throughout the day. • Reminder notification “ping” sent after 15 minutes if no response. • Field period: April 25-29 Compare the same respondents on the same activities one week apart.

11. Probability-based ABS recruitment Recruitment takes place throughout the year • Representative of U.S. adults • Includes: • Adults with no Internet access (22% of adults) • KP provides netbook and free ISP • Cell phone only (30% of adults and growing) • Spanish-language • Extensive profile data maintained on each member • demographics, attitudes, behaviors, health, media usage, etc. • Samples from the panel are assigned to projects • e-mail invitations and a link to the online survey questionnaire 61,000+ members

12. Initial Results

13. Results: Consent to Participate • Consent to participate is remarkably high among qualified KnowledgePanelists for both the traditional online diary and the mobile “instantaneous” diary.

14. Results: Cooperation Rates • Traditional “previous day” time diary yields a higher cooperation rate than the mobile “instantaneous” diary. An additional reminder alarm did not increase cooperation for the mobile diary.

15. Results: Cooperation Rates • Mobile experiences a decline in daily cooperation, while the traditional time diary remains constant. Weekend Weekend

16. Deeper Dive: Friday and Saturday Evening Prime Time Viewing

17. Results: Reporting Watching on Day • Respondents are more likely to report watching a streaming video when using a mobile “instantaneous” time diary than a traditional “previous day” diary.

18. Results: Time Spent Watching • Both traditional and mobile yield statistically similar distribution of time estimates of viewing when comparing observations.

19. Results: Watching Context • The mobile diary resulted in statistically more reporting of simultaneous activities than the traditional diary. There is no statistical difference in reporting watching with others or in other locations. Saturday Night Friday Night

20. Conclusions While traditional “previous day” time diaries yield more cooperation, more “watchers” and contextual information is gathered using mobile “instantaneous” time diaries.