Do online access panels need to adapt surveys for mobile devices?

Abstract

Purpose Despite the quick spread of the use of mobile devices in survey participation, there is still little knowledge about the potentialities and challenges that arise from this increase. The purpose of this paper is to study how respondents’ preferences drive their choice of a certain device when participating in surveys. Furthermore, this paper evaluates the tolerance of participants when specifically asked to use mobile devices and carry out other specific tasks, such as taking photographs. Design/methodology/approach Data were collected by surveys in Spain, Portugal and Latin America by Netquest, an online fieldwork company. Findings Netquest panellists still mainly preferred to participate in surveys using personal computers. Nevertheless, the use of tablets and smartphones in surveys showed an increasing trend; more panellists would prefer mobile devices, if the questionnaires were adapted to them. Most respondents were not opposed to the idea of participating in tasks such as taking photographs or sharing GPS information. Research limitations/implications The research concerns an opt-in online panel that covers a specific area. For probability-based panels and other areas the findings may be different. Practical implications The findings show that online access panels need to adapt their surveys to mobile devices to satisfy the increasing demand from respondents. This will also allow new, and potentially very interesting data collection methods. Originality/value This study contributes to survey methodology with updated findings focusing on a currently underexplored area. Furthermore, it provides commercial online panels with useful information to determine their future strategies.

The Utilization of Mobile Technology and Approaches in Commercial Market Research

“…For example, something like 25-30% of online surveys in 2014 are being attempted by people using mobile devices; a large proportion of CATI interviews are being completed via mobile phones; there has been substantial growth in the use of mobiles with CAPI ('mCAPI'); and new versions of traditional research are being invented, for example mobile auto-ethnography (Poynter, Williams & York 2014). The figure of 25-30% is in accord with figures reporting on overall mobile internet usage in the general worldwide population, which is also about 25% (Revilla et al 2014).…”

What are the Characteristics of Respondents using Different Devices in Mixed‐device Online Surveys? Evidence from Six UK Surveys

“…Peterson () found that in the US female participants, younger people, people of Black and Hispanic backgrounds and medical specialists were more likely to access surveys on smartphones than on PCs when compared to other groups. All studies discussed earlier which found significant associations between device used and age and between device used and gender observed the same direction of association: younger people, as would be expected, were more likely to use mobile devices, and older people were more likely to use PCs and laptops (Toepoel & Lugtig, ; de Bruijne & Wijnant, ; Bosnjak et al , ; Revilla et al , ; Peterson 2012), and female participants were more likely to use mobile devices than male participants (de Bruijne & Wijnant, ; Peterson, 2012; Revilla et al , ).…”

“…They found a significant effect of age on use of mobile devices in surveys only in four countries out of seven (Brazil, Chile, Columbia and Spain) with older people being more likely to use PCs than mobile devices. Revilla et al () also reported a significant effect of number of people in the household on the use of a specific device in Portugal and Argentina with respondents from households with more people being less likely to use PCs. Peterson () found that in the US female participants, younger people, people of Black and Hispanic backgrounds and medical specialists were more likely to access surveys on smartphones than on PCs when compared to other groups.…”

“…Researchers have already started to investigate respondents characteristics in mixed‐device online surveys in other countries, including the Netherlands (de Bruijne & Wijnant, ; Toepoel & Lugtig, ), Germany (Bosnjak et al , ), the US (Peterson, ) and Spain, Portugal, Argentina, Brazil, Chile, Colombia and Mexico (Revilla et al , ). We briefly review this literature, and a summary of their findings is also presented in Table .…”

“…Due to the significant increase in the use of different mobile devices including smartphones, it can no longer be expected that all participants would use PCs or laptops in online surveys. According to Peterson et al (), Antoun (), Antoun et al (), de Bruijne and Wijnant (), Revilla et al () and Hanson and Matthews (), increase in smartphone use for surveys has already been observed. Historically, smartphones were blocked from social surveys completion as an option for respondents due to the fear of smartphones producing poor quality data as questionnaires look different on smartphones when compared to other devices.…”