Making Mobile Listening More Insightful

Summary

Mobile survey starts have now reached 45% of all surveys, according to Qualtrics’s internal stats.  However, fewer than 50% of those mobile starts actually complete the survey.  A large number of mobile survey respondents drop outs risks the representativeness of your sample.  This can be particularly concerning, as mobile respondents tend to be younger, higher educated, and wealthier than the average PC respondent.

Qualtrics recommends these best practices to make surveys mobile friendly:

• Don’t use grids (!!!)
• Make sure question types work on small screens: anything very sensitive or small, like sliders, can be tough
• No scrolling – ever, but especially horizontal
• Five or seven points are optimal for most rating scales
• Keep question text straightforward and simple (see note about scrolling above)
• Keep the survey short (seven to nine minutes is max)