Market Research Firm Decipher Continues Research on Mobile Survey Taking Behaviors
By: Decipher Inc
Fresno, CA, February 14, 2014 -- Decipher, a comprehensive market research services firm, has released another round of research on mobile survey-taking behaviors with an update to the 2013 whitepaper, “Participation of mobile users in online surveys.” Like the initial rounds of research over the last two years, the paper explores the ever-changing landscape of respondents when completing online surveys from a mobile device. The newest round of research utilizes data from hundreds of independent surveys across Decipher client projects, representing anywhere from 1.5 to 5 million respondents per month.
“We have no doubt that mobile is a game changer for our industry, and that’s why we’ve put so much effort into studying its effects on respondent engagement and data quality. This research guides and informs our development of new research design methods that will allow clients to effectively use this powerful medium,” said Kristin Luck, President & CMO of Decipher. “This latest round of research will continue to advise our clients, as well as our internal teams, on how to best reach the growing population of mobile respondents.”
Key findings from the research showed that trends from previous studies are continuing.sSome core findings included:
Survey starts on smartphones and tablets rise (up ~15 percent since 2012); starts on desktop computers decline (down ~15 percent since 2012).
As screen size decreases, so do completion rates: 76 percent desktop; 70 percent tablet; 59 percent mobile phone. Surveys designed with mobile users in mind can nearly eliminate these differences.
List source (panel samples versus client-supplied lists) has a significant impact on device preferences:
The paper goes on to provide specific examples and best practices for mobile survey design, based on the research. Dropout triggers that were found during the research are identified and optimization methods for mobile survey-takers are covered in detail. Cross-industry examples are also explored as other verticals find ways to convey information in mobile-friendly ways.
Luck continued, “Our study demonstrates that the prevalence of mobile users is forcing the research industry to take a hard look at survey design and make some dramatic changes: cut survey clutter, simplify text, enhance survey usability by taking advantage of platform differences, and make surveys shorter. Ultimately, collecting effectively and efficiently from multiple sources, including mobile, will result in more actionable data.”
The new paper can be viewed in its entirety at www.decipherinc.com/
A marketing research services provider, Decipher specializes in online survey programming, sampling, data collection and data reporting. Utilizing proprietary Web-based applications, Decipher integrates state-of-the-