biNu and My World 2015
The final approach to mobile distribution of the My World
2015 survey is a partnership with biNu.
biNu is a cloud-based application that allows “almost all
types of [feature – specifically Android or Java-based] mobile phones to access
Internet applications and services running in the cloud with near instant
response times, even on slower or congested 2G (GPRS / EDGE) networks”. biNu
claims that users access 10 times
less bandwidth for an experience that is 10 times faster than standard
mobile browsers.
biNu has had an active user base of 3-5 million during the
first six months of 2014. The user base fluctuates as more and more people get
smart phones or change providers.
How is the survey done via biNu?
My World 2015 partners with biNu to both distribute and
promote the My World 2015 Survey. Users with accounts on biNu can find the survey
in the survey section of biNu (which also offers free credit to users that fill
out surveys). biNu also supports survey distribution with advertisements and
reminders for account holders.
Most biNu account holders use the application to chat, share
content and to access largely text-based news, sports updates, and information.
Approach of the biNu My World 2015 survey
My World 2015 noted the popularity of biNu amongst mobile
users in developing countries. biNu acts as a cheap means by which to directly
target the owners of inexpensive feature-phones for surveys (as little as 20 cents a question, according to biNu’s
website). Users receive credits for answering surveys, allowing them to access
more features as well as more time on biNu.
The My World 2015 survey allows each biNu account holder (registered
user) to fill out the survey once. However, there are some unregistered users,
and it’s unclear as to whether or not these users could successfully access or fill
out the survey.
Implementation of the biNu My World 2015 survey
In addition to being offered as one of many surveys made
available to biNu users, My World 2015 received promotional placement from biNu
including Facebook ads, automated reminders sent to registered users, and some
video promotion. Moreover, clickthrough rate to the My World 2015 survey via
biNu increased with the added incentive of 10-20 biNu credits for completing
the survey.
Results from the biNu My World 2015 survey
By early June, biNu survey distribution resulted in over 100
thousand votes from over 180 countries. About 84% of all respondents are male,
and 80% of all respondents are between the ages of 16 and thirty. Over 80% are
in or have finished some sort of secondary education. The largest number of
votes has come from India (about 18%), perhaps due to strong promotion about
the survey via high-profile Bollywood stars.
The top three priorities for biNu respondents include better
education, better job opportunities and better healthcare. “An honest and
responsive government” came in fourth overall.
Future plans for and lessons learned from the SMS
My World 2015 survey
biNu continues to distribute the survey. The largest
concerns in the biNu distribution include the disproportionate amount of votes
from men and a high dropout rate.
To increase female
participation, My World 2015 has increased promotions targeting women, using
female celebrities and offering additional biNu credit incentives to women. My
World 2015 is considering targeting only women via biNu, but this has not yet
been done given the survey’s main goal of remaining non-exclusive.
To decrease the
dropout rate, My World 2015 has asked biNu to distribute automated
reminders to those that began but did not complete the survey.
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