Three quarters of Americans own smartphones, and half own tablets. What might that mean for survey research?
The answer: many survey respondents are being surveyed on their smartphones whether the survey was optimized for a smartphone screen or not. And yet, we know the stickiness of a smartphone survey is much less than a desktop survey.
The authors suggest several steps necessary to ensure mobile survey accuracy. These include:
- Testing early in the survey development, and keep testing throughout
- Optimize the screen for a smartphone
- Stay away from slider buttons and small buttons, and allow for easy deletion
- Localize Spanish translations
- Consider mobile and desktop usage by time of day as an indicator of when the survey will be completed
- Be concise
- Limit horizontal scrolling
- Avoid open-responses
- Present response options vertically
- Use drop-downs sparingly and order response options logically
- Limit questions to two to three per page (balance with length)
- Avoid images, videos, logos, and progress bars.