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BizReport : Mobile Marketing : September 18, 2012

Consumer surveys increasingly completed on mobile devices

The number of people using mobile devices to complete online consumer surveys has more than doubled over the last year, according to new research from eDigitalResearch, signaling a need for researchers to ensure such surveys are suitably optimized across channels.

by Helen Leggatt

edigitalresearch logo.jpgThe number of smartphone and tablet users completing eDigitalResearch surveys on a mobile device rose from 4.2% in July last year to 9.2% in June this year.

In a supporting study, almost three-quarters (72%) of those who had previously completed a survey on their mobile device said they did so because it was more convenient.

However, a small number (15%) struggled to complete surveys that were dependent on their device supporting third-party software, such as Flash Player.

As with mobile shopping, consumers demand that the layout and design of surveys be such that they are optimized for mobile in terms of functionality and that they load quickly.

The trend in completing surveys via mobile looks set to continue with 82% of the 649 UK respondents saying they would likely complete a survey from their mobile in the future.

eDigitalResearch advises that Flash Player be avoided to make surveys more user-friendly across device types, as well as using a large, clear font, keeping questions simple and clear and minimizing the number of free-text answers to minimize typing.

"Deeper analysis of the results show that, like a retailer's m-commerce strategy, researchers need to ensure that customer insight programmes are available and suitably optimized through a variety of channels to allow respondents to complete Surveys when and where they want to, including out of the home and on their mobile," said Derek Eccleston, Head of Research at eDigitalResearch.

Tags: consumer insight, consumer survey, mobile marketing, mobile usage, UK

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