With the global leader in sampling and data services
Why you need to make your surveys mobile friendly NOW Jackie Lorch, Vice President, Global Knowledge Management Group, SSI
Nicole Mitchell, Knowledge Specialist, SSI
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Agenda • Why the sense of urgency?
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Agenda • Why the sense of urgency? • How are mobile respondents different?
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Agenda • Why the sense of urgency? • How are mobile respondents different? • What happens if you exclude mobile respondents from your data?
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Agenda • Why the sense of urgency? • How are mobile respondents different? • What happens if you exclude mobile respondents from your data? • How can you make your surveys more mobile friendly?
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So why the rush? Mobile Traffic Over Time 12% 11% 10%
10%
8% Mobile Phone
6%
Tablet
5% 4%
4%
2%
0% Q1 2013
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Q2 2014
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Survey experience by device
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Survey experience by device: The study • SSI blended sample consis6ng of 5501 US respondents — — —
2197 Laptop/Desktop respondents 1435 Tablet respondent 1869 Mobile phone respondents
• Respondents were randomly assigned to one of the 3 survey designs: — — —
Mobile Unfriendly Mobile Friendly Mobile Op6mized
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Survey experience by device: Mobile unfriendly • •
•
The survey page is a smaller version of a tradi6onal Laptop/Desktop webpage. The survey page is not responsive to different screen sizes and it needs zoom-‐in or horizontal scrolling (e.g. the screenshot only shows half the page on a mobile phone). The font size is small and survey elements are 6ny and difficult to read and select.
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Survey experience by device: Mobile friendly • •
It is clear to read and easy to select. The tradi6onal grid ques6on is asked as mul6ple single punch ques6ons across all devices.
•
Horizontal scrolling is minimized.
•
Tested on mobile devices to ensure everything displays properly on a mobile device
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Survey experience by device: Mobile op6mized •
•
Designed specifically for a mobile device where the survey program recognizes the device and op6mizes the survey for mobile respondents.
The survey layout is op6mized by removing unnecessary elements.
•
There is no horizontal scrolling.
•
The grid ques6on was shown as mul6ple single punch ques6ons on the mobile phone. However, on tablets, laptops and desktops the tradi6onal grid format was shown.
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Survey experience by device: Abandon rate Abandon Rate by Device 25%
20%
21%
15%
10%
9%
5%
11%
11%
6% 6%
7% 4%
4% 0% Mobile Unfriendly Mobile Phone
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Mobile Friendly Tablet
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Mobile OpCmized Laptop/Desktop
Survey experience by device: Length of interview Median LOI 14
13 12
12
Minutes
10
10
11
10
10 8
8
7
7 6
Tablet Laptop/Desktop
4 2 0 Mobile Unfriendly
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Mobile Phone
Mobile Friendly
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Mobile OpCmized
Survey experience by device: Sa6sfac6on Survey Experience: Mobile Phone Mobile -‐ Mobile Unfriendly
Mobile -‐ Mobile Friendly
Mobile -‐ Mobile Op6mized
74% 74% 61%
35% 23%
4%
4%
Not SaCsfied
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24%
1% Somewhat saCsfied
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SaCsfied
Mobile Unfriendly (n = 214) Mobile Friendly (n= 247) Mobile Op6mized (n= 225)
How mobile respondents are different, and how they’re not Demographics Adtudes Behaviors
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Who are these respondents? Age by Device* Mobile Phone
Tablet
Desktop/Laptop
27% 22% 21% 20% 20% 19% 18% 17% 16%
22%
13% 11%
19% 18% 14% 10%
10%
4%
18-‐24
25-‐34
35-‐44
45-‐54
*Based on system traffic
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55-‐64
65+
Who are these respondents? Race/Ethnicity by Device* Mobile Phone
Tablet
71%
Desktop/Laptop
74%
59%
17%
16% 9% 9%
African American
4% 6% 5% Asian
Caucasian
*Based on system traffic
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12% 9%
Hispanic
5% 3% 3% Other
Who are these respondents? Income by Device* Mobile Phone
Tablet
Desktop/Laptop
44%
28% 22%
22% 21% 23%
23%
22%
20%
16% 8%
Less than $29,999
$30,000-‐$49,999
$50,000-‐$74,999
*Based on system traffic
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15%
14% 13%
$75,000-‐$99,999
9%
$100,000+
Who are these respondents? Tech AdopCon by Device Mobile Phone
Tablet
Laptop/Desktop
37% 35% 32% 27%
20%
19% 13% 10% 7%
16%
14%
13% 9%
9%
Eager to try & First to have
Embrace before most other people
Not the first to adopt but faster than the average
Mobile (n = 1863) Tablet (n= 1369) Laptop/Desktop (n= 1919)
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26%
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Wait unCl tech matures a lot before adopCng
Not into new things
Who are these respondents? When I get a new electronic device, I usually need someone else to set it up or show me how to use it.
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
62% 65%
Mobile Phone
52%
Tablet 28% 25%
35%
11% 10% 13%
Strongly/Somewhat Disagree
Neither agree nor disagree
Mobile (n = 1863) Tablet (n= 1369) Laptop/Desktop (n= 1919)
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Strongly/Somewhat Agree
Laptop/Desktop
Who are these respondents? It is stressful to own and manage all of the different electronic devices I have. 100% 90% 80%
65%
70%
62%
58%
60%
Mobile Phone
50%
Tablet
40%
21% 21% 23%
30% 20%
14%
18% 18%
10% 0% Strongly/Somewhat Disagree
Neither agree nor disagree
Mobile (n = 1863) Tablet (n= 1369) Laptop/Desktop (n= 1919)
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Strongly/Somewhat Agree
Laptop/Desktop
Who are these respondents? LocaCon by Device Mobile 82%
87%
12%
12% 0% 1% 0%
At work
At school
Mobile (n = 1863) Tablet (n= 1369) Laptop/Desktop (n= 1919)
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Laptop/Desktop
82%
6% 5% At home
Tablet
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8% 6%
On the go
Who are these respondents? MulC-‐tasking by Device Mobile
74%
76%
Tablet
Laptop/Desktop
82%
26%
Just doing this survey
18%
Doing other things at the same Cme
Mobile (n = 1863) Tablet (n= 1369) Laptop/Desktop (n= 1919)
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24%
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Who are these respondents? Number of AddiConal AcCviCes While Doing Survey Mobile
60%
56%
Tablet
Laptop/Desktop
59%
27%
24%
25% 17%
1
2
Mobile (n = 482) Tablet (n= 334) Laptop/Desktop (n= 341)
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16%
3+
16%
Who are these respondents? AcCviCes by Device Mobile Phone
Tablet
Laptop/Desktop
56% 49% 39%
23% 19% 17% 15% 13% 6%
23% 13% 10%
22% 18% 16%
17%
9% 9% 10%
14% 14% 13% 11% 10% 10% 8% 7% 8% 7% 7% 5% 5% 4% 2% 2% 3%
Watching a Tex6ng or Taking care Surfing the Chadng to Listening to Watching a Cooking a Listening to Talking on Reading a TV Emailing of children Internet family, music (not movie meal the Radio the phone book program friends or including (Either (including (not anyone Music on broadcast, Music on including else in the Radio) streamed the Radio) any person or on DVD ) broadcast movies)
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Anything else (please specify)
The impact of excluding mobile respondents
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Consequences of excluding mobile respondent Feasibility Desktop
15% 10%
75%
18-‐24
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Tablet
Mobile Phone
11% 10%
79%
25-‐34
16%
14%
8%
11%
76%
75%
African American
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Hispanic
Consequences of excluding mobile respondents Aftudes Towards Technology AdopCon 40% 35%
34%
30%
28%
33% 28%
25% 20% 16% 15%
15% 10% 5%
16% 14%
9% 9%
0% Eager to try & First to have
Not the first to Embrace before adopt but faster most other people than the average
Wait un6l tech matures a lot before adop6ng
Not into new things
All Devices
9%
16%
34%
28%
14%
Excluding mobile devices
9%
15%
28%
33%
16%
All devices (n = 5171) Excluding mobile (n= 1919) © 2014 Survey Sampling Interna6onal
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Consequences of excluding mobile respondents I like that cell phones and other mobile devices allow me to be more available to others. 90% 80%
79%
70%
71%
60% 50% All Devices
40%
Excluding mobile devices
30% 20% 11% 8%
10%
18% 14%
0% Strongly/Somewhat Disagree
Neither agree nor disagree
All devices (n = 5171) Excluding mobile (n= 1919) © 2014 Survey Sampling Interna6onal
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Strongly/Somewhat Agree
Consequences of excluding mobile respondents When I get a new electronic device, I usually need someone else to set it up or show me how to use it. 70% 60%
59% 52%
50% 40%
35% 30%
30% 20% 13% 11%
10% 0% Strongly/Somewhat Disagree
Neither agree nor disagree
Strongly/Somewhat Agree
All devices (n = 5171) Excluding mobile (n= 1919) © 2014 Survey Sampling Interna6onal
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All Devices Excluding mobile devices
Consequences of excluding mobile respondents It is stressful to own and manage all of the different electronic devices I have. 70% 62% 58%
60% 50% 40%
All Devices
30%
Excluding mobile devices
23% 22%
20%
18% 17%
10% 0% Strongly/Somewhat Disagree
Neither agree nor disagree
Strongly/Somewhat Agree
All devices (n = 5171) Excluding mobile (n= 1919) © 2014 Survey Sampling Interna6onal
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Consequences of excluding mobile respondents • Purchased a new house in the past year
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Consequences of excluding mobile respondents • Purchased a new house in the past year • Purchased a condo in the past year
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Consequences of excluding mobile respondents • Purchased a new house in the past year • Purchased a condo in the past year • Purchased a new automobile in the past month
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Consequences of excluding mobile respondents • Purchased a new house in the past year • Purchased a condo in the past year • Purchased a new automobile in the past month • Purchased a used automobile in the past month
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Consequences of excluding mobile respondents • Purchased a new house in the past year
• Got married in the past 6 months
• Purchased a condo in the past year • Purchased a new automobile in the past month • Purchased a used automobile in the past month
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Consequences of excluding mobile respondents • Purchased a new house in the past year
• Got married in the past 6 months
• Purchased a condo in the past year
• Visited a museum in the past year
• Purchased a new automobile in the past month • Purchased a used automobile in the past month
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Consequences of excluding mobile respondents • Purchased a new house in the past year
• Got married in the past 6 months
• Purchased a condo in the past year
• Visited a museum in the past year
• Purchased a new automobile in the past month
• Purchased pet insurance in the past 6 months
• Purchased a used automobile in the past month
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Consequences of excluding mobile respondents • Purchased a new house in the past year
• Got married in the past 6 months
• Purchased a condo in the past year
• Visited a museum in the past year
• Purchased a new automobile in the past month
• Purchased pet insurance in the past 6 months
• Purchased a used automobile in the past month
• Flown in a helicopter in the past 6 months
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Consequences of excluding mobile respondents • Purchased a new house in the past year
• Got married in the past 6 months
• Purchased a condo in the past year
• Visited a museum in the past year
• Purchased a new automobile in the past month
• Purchased pet insurance in the past 6 months
• Purchased a used automobile in the past month
• Flown in a helicopter in the past 6 months
• Purchased a new smartphone in the past 6 months (e.g. Blackberry, Android, iPhone, HTC, etc)
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Consequences of excluding mobile respondents • Purchased a new house in the past year
• Got married in the past 6 months
• Purchased a condo in the past year
• Visited a museum in the past year
• Purchased a new automobile in the past month
• Purchased pet insurance in the past 6 months
• Purchased a used automobile in the past month
• Flown in a helicopter in the past 6 months
• Purchased a new smartphone in the past 6 months (e.g. Blackberry, Android, iPhone, HTC, etc)
• Researched a product or service online in the past month
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Consequences of excluding mobile respondents Life AcCviCes 60% 52%
55%
50% 40% 35% 30%
27%
All Devices Excluding Mobile
20% 10% 0% Purchased a new smartphone in the past 6 Researched a product or service online in months (e.g. Blackberry, Android, iPhone, the past month HTC, etc) All devices (n = 5171) Excluding mobile (n= 1919)
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Why should you include mobile respondents? • Increases feasibility
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Why should you include mobile respondents? • Increases feasibility • More diverse sample
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Why should you include mobile respondents? • Increases feasibility • More diverse sample • Avoid poten6al consequences with future data
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How to make your surveys mobile friendly
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Designing mobile friendly surveys Remember the reality of the real estate.
1296 cm2 100%
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651 cm2
66 cm2
50%
5%
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Designing mobile friendly surveys Start with the mobile design and size up.
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Designing mobile friendly surveys Design for both portrait (verCcal) and landscape (horizontal) view. Test on mulCple devices Reduce the number of words in the quesCons. The product is appealing
The product is appealing
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Designing mobile friendly surveys Redesign Flash elements.
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Designing mobile friendly surveys Design the funcConal elements first.
The product is appealing The product is appealing
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Designing mobile friendly surveys Make text boxes as large as you can
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Designing mobile friendly surveys Minimize scrolling and pinching Scales longer than 11 points should be redesigned with broader ranges to reduce the number of points.
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Q & A
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