Mobile/Research/Quantitative Study

    From Strategic Planning

    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

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