Get a “Thumbs Up” on Mobile Research

Summary

Popularity can come with a price. From 2011 to 2016, the number of surveys initiated on smartphones grew 49% (CAGR). However, while nearly 30% of consumers now use their smartphones to respond to surveys, the survey drop-off rate is 20% higher on smartphones than on PCs. What can marketers and researchers do to reduce mobile survey drop-off? This ARF-original Knowledge At Hand article identifies best practices to overcome the problem and improve mobile survey effectiveness. The Advertising Research Foundation identified three key aspects that can make mobile surveys more enjoyable and increase completion rates:

• Keep survey length to around ten minutes to prevent fatigue.
• Use different formats to maintain engagement, e.g., the use of emojis and numbers contributes to a less text heavy, more appealing survey.
• Be “thumb-friendly” to make it easier for respondents to participate