Filed Under: White Papers
February 19, 2013 – FRESNO, CA – Decipher, a comprehensive market research firm, first released a white paper in mid-2012 that explored respondent behavior when completing online studies from a mobile device. The second round of the study, entitled “Participation of Mobile Users in Traditional Online Studies, Q4 2012”, was just released and has added nearly half a million additional data points to the original study’s investigation of more than 50 traditional online studies, representing more than half a million individuals.
“When we originally released the white paper last year, we found some interesting data that can help researchers adapt to the mobile survey respondent’s needs,” said Kristin Luck, president of Decipher. “As a testament to the swiftly shifting mobile landscape, we updated the study six months later and found new, even more pertinent data. Not surprisingly, behavior has shifted, regardless of the short time frame.”
In the first iteration of the study, five key findings were identified:
1. Mobile survey takers are 1.5 times more likely to drop out of a survey than those on a PC
2. Up to 20 percent of survey starts may come from mobile device users
3. Finish rates vary depending on the recruitment method for the respondent list
4. iPhone and iPad users tend to have lower dropout rates than Blackberry and Android users
5. Features like grids, first page design, survey length and open-ended questions impact completion rates
The follow-up study showed that the amount of survey takers migrating to mobile devices is slowing, although mobile users still represent a sizeable portion of all survey starts. New data also indicates that tablets are gradually becoming a greater part of the mix, while phone users are leveling off, and respondents taking surveys on tablets display behavior that is more similar to PC users. In both papers, the mobile participation numbers illustrate that sample and recruitment method impact mobile click through rates, which differ from study to study.
Both papers can be viewed in their entirety at http://www.decipherinc.com/n/press-room/category/white-papers
A marketing research services provider, Decipher specializes in online survey programming, sampling, data collection and data reporting. Utilizing proprietary Web-based applications, Decipher integrates state-of-the-art technology with traditional research techniques. Decipher is all about uncovering opportunities in whatever territory is explored with clients. As a true partner, Decipher isn’t interested in just data, but also about what that data represents for each client. The company focuses on technology and research systems that bring data to life, and in doing so, helps reveal how even seemingly small discoveries can yield meaningful insights.
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