Mobile/Research/Quantitative Study

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Quantitative Study

Partners

Resolve Market Research, LLC

Objectives of the survey:

  1. Gather baseline demographic data about mobile Wikipedia readers: geography, gender, age, education, household income, etc. In the absence of any significant analytics, this information will serve to measure the progress of our mobile usage growth.
  2. Determine the overall contexts underlying usage patterns. We need to understand who reads Wikipedia on their phone, when they read, why they read, and how they read. Right now, we don’t have any quantitative data on what triggers people to read Wikipedia on their phone: is it because they are on the move, is it because they don’t have Internet access. We also need to understand how frequently they read Wikipedia on their phone. We need to understand if there are any differences between desktop and mobile use. We know from our qualitative research that the desktop experience influences peoples expectations about what the mobile experience should be, and this is obviously more true in the developed countries as well as for more affluent consumers in the global south. This information will help us identify opportunities for growth in mobile page views through messaging, targeting of specific geographies, places etc. It will also help us determine where our mobile site can mirror and should diverge from the desktop experience. And finally, given our limited development resources, this information will also help us prioritize features that emerged from our qualitative study in a larger global context.
  3. Determine the distribution of ownership of device types, platforms, browsers, and network providers among Wikipedia readers on mobile devices. This information will be helpful for us in figuring out which OEMs and network providers we should be establishing partnerships with and where. We are specifically asking questions about data usage in order to figure out the viability of a no-data cost Wikipedia (i.e. “Wikipedia zero”) and to determine whether we can achieve significant growth by offering a low or no cost mobile experience in some/certain/all geographies. Section A addresses these issues.
  4. Understand what kind of contributions, push information, and content creation users are doing on their mobile phones and what their motivations and thresholds are for such activities. The significant majority of Wikipedia users (on both desktop and mobile) read and do not contribute, but as we develop our next generation mobile site we can develop new features that will enable mobile contributions to increase participation and contribution.
  5. Understand the experience of reading Wikipedia on the phone – both the enjoyable and useful experiences and broken experiences. This will further help us to determine what is lacking, what needs to be improved, what and the features most universally requested. One of theprimary objectives here is to quantify some of the findings from qualitative research beyond our three target geographies – namely were they isolated instances or are these issues that people are facing in other geographies that we need to address before we launch our next mobile platform.

Methodology

About 10-15 minute survey of mobile Wikipedia users to be conducted in nine key languages.

List of languages for Survey

  1. English
  2. Japanese
  3. Spanish
  4. German
  5. French
  6. Russian
  7. Portuguese
  8. Turkish
  9. Arabic
  10. Chinese

Languages & countries

We need to show the following surveys in these targeted geographies.

English Version of survey

  1. India
  2. S. Africa
  3. Philippines
  4. Thailand
  5. Vietnam
  6. Indonesia
  7. Malaysia
  8. US
  9. Canada
  10. UK
  11. Egypt
  12. Kenya
  13. Australia
  14. Nigeria

Spanish Version of survey

  1. Mexico
  2. Spain
  3. Argentina
  4. Chile
  5. Venezuela
  6. Peru
  7. Ecuador
  8. Dominican Republic
  9. Gautemala
  10. Uruguay
  11. Costa Rica
  12. Paraguay
  13. Costa Rica
  14. Puerto Rico
  15. El Savador
  16. Bolivia
  17. Panama

French Version of survey

  1. France
  2. Canada
  3. Morocco
  4. Algeria
  5. Tunisia
  6. Madagascar
  7. Cameroon
  8. Ivory Coast
  9. Niger
  10. Senegal
  11. Mali
  12. Guinea
  13. Chad
  14. Benin
  15. Gabon

Russian Version of survey

  1. Russia
  2. Ukraine
  3. Belarus
  4. Kazakhstan
  5. Latvia
  6. Moldova
  7. Estonia

Japanese Version of survey

  1. Japan

German Version of survey

  1. German
  2. Austria
  3. Switzerland

Portuguese Version of survey

  1. Brazil
  2. Portugal

Turkish Version of survey

  1. Turkey

Arabic Version of survey

  1. Egypt
  2. Saudi Arabia
  3. Jordan
  4. Algeria
  5. Morocco
  6. Tunisia
  7. Saudi Arabia
  8. Syria
  9. Kuwait
  10. Lebanon
  11. Yemen
  12. UAE
  13. Oman
  14. Iraq
  15. Yemen
  16. Lebanon
  17. Bahrain

Chinese Version of survey

  1. China
  2. Hong Kong
  3. Taiwan
  4. Macao
  5. Malaysia

Sampling Strategy

QUOTA GRID:

Up to n=18000 respondents across all 53 countries and 9 languages

All respondents must own a mobile phone and have accessed Wikipedia on their mobile phone in the past 6 months

Country List

Minimum n=750 per language

  • Minimum n=1000 for the Top Tier countries so we can ask questions S5a, S5b, S5c, S5d
India
Brazil
US


  • Minimum n=500 for the Second Tier countries
Japan
Turkey
Egypt


Technical requirements

  1. Central Notice to display banners on a particular language wiki only for certain geolocations
  2. Central Notice with survey links to Wikipedias in the nine languages for the duration of one work week (tentatively week of May 16th, 2011).
  3. CN banner will be displayed to ALL users until the survey is done running
  4. CN banner will NOT be displayed to users who have clicked on it
  5. User's country of origin should be passed into LimeSurvey and recorded in result
  6. Language project of origin should be passed into LimeSurvey and recorded in result
  7. Support of developer on banner translation, banner coding/passing information into LimeSurvey, server-related technical issues that can't be handled by Resolve or Global Dev team.
  8. Banner will be shown to both anonymous and loggen in users until survey link is clicked or explicit hide.

General Requirements

  1. Testing of different language versions of Lime Survey.

Tentative Timeline

Week 1, March 28: Kick Off call with Resolve

Week 2, April 4: Questionnaire Completion

Week 3-5, April 11-20: Questionnaire Updates

<<APRIL - JUNE: Mobile Qualitative Study Conducted & Wiki Reader>>

Week 6-7, July 4 - 31: Wikimedia Team and Community Review

Week 8, August 2 - August 9: English Lime Survey Programming, Initial Translations and Review

Week 8, August 9 - August 31: Translation, Language Programming, QA

Week 11, September 1 - September 6: Fieldwork

Week 12, September 7 - September 16: Data Progressing & QA

Report Due: September 30th