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Devices Used To Access Surveys
    Are Changing Rapidly -
      Are You Prepared?




                         Presented by:

  Charles Pearson, Co-Founder & Managing Director, EasyInsites
           Lindsay Veling, Vice-President Quality, Cint
Research Before…
Research Today...




And Tomorrow…
o Smartphone penetration rate 30% to 50% (specifically in the
  US, UK, France, Sweden and Australia)
o In the US and UK, approximately 7% of web browsing is now
  occurring on non-computer i.e., mobile devices (smartphones
  and tablets)
Market Penetration of Mobile Devices

                                       Market Penetration Worldwide (millions)
                               1,600
 Number of Owners (millions)




                               1,400
                               1,200
                               1,000
                                800
                                600
                                400
                                200
                                  0
                                         Computer     Smartphone      Tablet

                                                     Device Type
Technology Paradigm Shift

o “through the last quarter, I should say, which
  is just 2 years after we shipped the initial iPad,
  we’ve sold 67 million iPads. And to put that in
  some context, it took us 24 years to sell that
  many Macs and 5 years for that many iPods
  and over 3 years for that many iPhones. And
  we were extremely happy with the trajectory
  on all of those products. And so I think it’s [the
  iPad] a profound product.” (Tim Cook, Apple)
Key Questions
1. How might smartphone and tablet devices affect the way we need
   to think about fielding online research?
2. To what extent are these devices used to access our surveys
   today?
3. Are there differences in device used by market, age or gender?
4. What difference does the use of mobile devices make to the
   survey experience or results?
5. Which devices do respondents prefer to use, and is the market
   research industry meeting their needs?
6. As an industry, what do we need to know and what do we need to
   do about it?
Methodology
Part 1 – Determine Device Usage
 o   Which devices are being used by panelists?
 o   n ≈ 150 000 surveyed respondents in four markets: US, UK,
     Sweden and France
 o   Additional data from automatic device detection, both from Cint’s
     OpinionHUB as well as custom panels managed by EasyInsites

Part 2 – Examine Differences In Results
 o   Parallel survey using the same questionnaire across four different
     devices: Computer (desktop/laptop), smartphone, tablet and a
     specific mobile phone application (+mobile)
 o   Fielded in the US, UK, France, Sweden and Australia
Example of Mobile App
Part 1: Device Usage
Which Devices Are Being Used?
Part 1 – Which Devices Are Being Used?

o Surveyed 149,829 panelists in four markets: US, UK, Sweden
  and France

o Which best describes the device you are currently using to
  take this survey?
   Desktop computer or laptop    Tablet/Notepad (e.g. iPad,
    computer                       Samsung Galaxy, Kindle Fire,
   Smartphone (e.g. Android,      etc)
    iPhone, blackberry) or        Other
    cellphone with internet
    access
Sample Distribution
      Country                                         Gender
                            3%
USA
                            1%                                       33%
FR                                     Male

SE                          5%         Female

UK              91%

                                 Age                           67%
                      23%              6%

                14-22                           23%

                23-35

                36-55
                                                48%
                56-80
Device Distribution – All Markets
o The computer was the most commonly used device to access
  the survey
o Smartphones and tablets were the devices used by almost
  7% of respondents
                      Overall Device Distribution

                                                      2.3%

         Computer
                                                       4.6%
         Smartphone

         Tablet


                                              92.6%
Device Distribution – By Market
o France has the lowest usage of both smartphones (3.5%) and
  tablets (1.5%)
o Highest level of smartphone usage is in Sweden (10.4%)
o Respondents in United Kingdom used tablets the most (2.5%)
                    100%

                    80%
  Respondents (%)




                    60%
                                                       Computer
                    40%                                Smartphone
                                                       Tablet
                    20%

                     0%
                           FR    SE        UK    USA
                                Country/Market
Device Distribution – Age and Gender

       Device Distribution by Age                       Device Distribution by Gender

100%                                                 100%
80%                                                  80%
60%                                     Computer     60%
40%                                     Smartphone   40%
                                        Tablet
20%                                                  20%
 0%                                                   0%
        14-22   23-35   36-55   56-80                         Men        Women
                Age Group                                           Gender
Device Detection - Panel Differences

                     Smartphone
        Panel                     Tablet Usage
                      Usage
        Bounty          15%           5%
      Net-a-porter       8%           8%
     Premier Foods      12%          2.5%
          TCM           10%           5%
        Diageo           6%           2%
           ITV           4%           3%
       WHSmith          1.5%         1.5%
     Access Panels       3%           1%
Part 2: Parallel Survey
Are there differences in survey results
          between devices?
Background/Methodology
o       3-4 minute survey in the US, UK, France, Sweden and Australia
o       Question types optimised for each device
o       Quotas on device type
o       3,609 respondents from a variety of online panels

                        Devices Used to Respond to Survey
300                                                          Computer
200                                                          Smartphone
100                                                          Tablet
                                                             Thumbspeak
                                                              +mobile
    0
            UK       USA    Sweden   Australia   France
Problems In Answering Surveys

       Have you ever had problems participating in surveys on
                      your preferred device?
100%

80%                                                   Computer

60%
                                                      Smartphone
40%

20%                                                   Tablet

 0%
               Have experienced problems
Problems Named In Answering Surveys

Computers:
o No systematic problems with survey design and format

Smartphones:
o Most important: lack of support for Flash
o Small screen size

Tablets:
o Most important: lack of support for Flash
o Inability to use drag-and-drop question
Preferred Devices

       Which one of these devices do you prefer to use when
                    answering online surveys?
100%

80%

60%

40%

20%

 0%
           Computer           Smartphone             Tablet
Device Preferred by Device Used
         Which one of these devices do you prefer to use when
                      answering online surveys?
                                                          Prefer computer
100%

80%                                                       Prefer
                                                          smartphone
60%
                                                          Prefer tablet
40%

20%                                                       Other
 0%
         Used        Used      Used tablet    Prefer
                                                 Used
       computer   smartphone                  +mobile
                                             thumbspeak
Devices Used To Access Internet

  Which of the below devices do you use regularly to access
                       the internet?
100%
                                                      Prefer computer
80%

60%                                                   Prefer smartphone

40%                                                   Prefer tablet

20%

 0%
         Computer       Smartphone        Tablet
Early Adopters of Technology
 o Differences in innovation attitudes between devices
 o Non-optimised surveys could bias results

                     Innovation attitudes by preferred device
100%

80%                                                                Prefer computer

60%
                                                                   Prefer smartphone
40%

20%                                                                Prefer tablet
 0%
       Early adopters Early majority Late majority   None of the
                                                       above
Consumer Segmentation
o   Tablet users are thorough and enjoy shopping
o   Tablet and +mobile app users go for expensive brands
o   No differences in product/brand loyalty
o   Backed up by a large Adobe study showing 20% + higher basket
    values on tablets vs computers and similar buy conversion rates.
                  Weighted (Age and Gender) scores on 1-5
                                  scale
         5.00
         4.00
         3.00                                               Computer
         2.00                                               Smartphone
         1.00                                               Tablet
                Thorough and     Go for     Tends to stay
                                                            +mobile
                                                            Thumbspeak
                   enjoyful    expensive        with
                  shoppers      brands     product/brand
Time Taken - Checkbox and Radio Buttons
Time Taken - Checkbox and Radio Buttons

 o Take 15-30% longer on smartphones vs. computers
 o Tablets quicker than smartphones as internet access
   is typically wi-fi vs. 3G for smartphones
 o Tablets are marginally quicker than computers due to
   consistently modern browsers (unlike some older
   computer browsers like Internet Explorer 7/8)
Time Taken - Open Ends




o Takes 30-40% longer on smartphones vs. computers and 20-
  30% longer on tablets vs. computers
o Touch-typing with smartphones and tablets, and restricted
  screen size on smartphones slow down open ends
Time Taken – Table Type Questions
Computer / Tablet
Time Taken – Table Type Questions



   This question took 60% longer on
   smartphones than computers (applies to
   tables of radio buttons / likert scales /
   checkbox tables)
Time Taken – Drop Down Questions



   For smartphones, display drop-down lists used due
   to width and fact that side by side buttons difficult
   to touch correctly (and poses some expressed
   difficulty by respondents using this question type on
   tablets)
Time Taken – Drop Down Questions
Survey Design - Best Practices
o Mobile optimised template: design around % rather than absolute
  widths with a user-friendly layout that adapts to screensize, best to
  use a scripting application that has this and device detection built-
  in. Also, enlarge form elements so easier to interact with.
o Images: make sure they can shrink to fit screen and if large images /
  multiple images, may need to exclude smartphone users
o Drag and drop questions: Questions which rely on Javascript or
  Flash to create interactive effects are not guaranteed to work on
  mobile devices, especially drag and drops – could use alternatives
  for mobile devices (e.g. radio button table instead of card sort)
o Open end questions: avoid asking too many as this will increase
  respondent fatigue more quickly on touchscreen devices
Key Findings

o Increasing use of smartphone and tablet devices to access the
  internet
o Nearly half of panelists would prefer to take surveys on one of
  these newer devices, optimised design means increased
  participation from an audience of wealthier shoppers
o Survey design for smartphones and tablets – keep it simple
o Surveys optimised for these devices can be easy to complete and
  provide a positive experience for respondents
o Making these surveys accessible and workable across devices is
  required to sample the complete market
Best Practices
o Optimise the survey for each device type separately
o Route respondents to the relevant survey version, based on
  detected device
o In an ideal world, use a specific survey application

For smartphone and tablet devices …
o Avoid Flash-based surveys
o Use appropriate question types
o Test the survey on a range of devices
o Consider the incentive: surveys may take longer on these newer
  devices
Future Research
o Research on longer surveys, where the problems and affects
  on completion time differences are more likely to occur
o Research in other parts of the world, including Asia and Latin
  America
o Research on optimising methods of driving traffic to surveys:
   o   Value of mobile optimised html invites
   o   In-app push notifications vs email invitations
o Continuous need for further research and best practices
  development, as device use and technologies are changing
  rapidly!

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Casr Otech2012 Easy Insites Cint Presentation Final

  • 1. Devices Used To Access Surveys Are Changing Rapidly - Are You Prepared? Presented by: Charles Pearson, Co-Founder & Managing Director, EasyInsites Lindsay Veling, Vice-President Quality, Cint
  • 3. Research Today... And Tomorrow… o Smartphone penetration rate 30% to 50% (specifically in the US, UK, France, Sweden and Australia) o In the US and UK, approximately 7% of web browsing is now occurring on non-computer i.e., mobile devices (smartphones and tablets)
  • 4. Market Penetration of Mobile Devices Market Penetration Worldwide (millions) 1,600 Number of Owners (millions) 1,400 1,200 1,000 800 600 400 200 0 Computer Smartphone Tablet Device Type
  • 5. Technology Paradigm Shift o “through the last quarter, I should say, which is just 2 years after we shipped the initial iPad, we’ve sold 67 million iPads. And to put that in some context, it took us 24 years to sell that many Macs and 5 years for that many iPods and over 3 years for that many iPhones. And we were extremely happy with the trajectory on all of those products. And so I think it’s [the iPad] a profound product.” (Tim Cook, Apple)
  • 6. Key Questions 1. How might smartphone and tablet devices affect the way we need to think about fielding online research? 2. To what extent are these devices used to access our surveys today? 3. Are there differences in device used by market, age or gender? 4. What difference does the use of mobile devices make to the survey experience or results? 5. Which devices do respondents prefer to use, and is the market research industry meeting their needs? 6. As an industry, what do we need to know and what do we need to do about it?
  • 7. Methodology Part 1 – Determine Device Usage o Which devices are being used by panelists? o n ≈ 150 000 surveyed respondents in four markets: US, UK, Sweden and France o Additional data from automatic device detection, both from Cint’s OpinionHUB as well as custom panels managed by EasyInsites Part 2 – Examine Differences In Results o Parallel survey using the same questionnaire across four different devices: Computer (desktop/laptop), smartphone, tablet and a specific mobile phone application (+mobile) o Fielded in the US, UK, France, Sweden and Australia
  • 9. Part 1: Device Usage Which Devices Are Being Used?
  • 10. Part 1 – Which Devices Are Being Used? o Surveyed 149,829 panelists in four markets: US, UK, Sweden and France o Which best describes the device you are currently using to take this survey?  Desktop computer or laptop  Tablet/Notepad (e.g. iPad, computer Samsung Galaxy, Kindle Fire,  Smartphone (e.g. Android, etc) iPhone, blackberry) or  Other cellphone with internet access
  • 11. Sample Distribution Country Gender 3% USA 1% 33% FR Male SE 5% Female UK 91% Age 67% 23% 6% 14-22 23% 23-35 36-55 48% 56-80
  • 12. Device Distribution – All Markets o The computer was the most commonly used device to access the survey o Smartphones and tablets were the devices used by almost 7% of respondents Overall Device Distribution 2.3% Computer 4.6% Smartphone Tablet 92.6%
  • 13. Device Distribution – By Market o France has the lowest usage of both smartphones (3.5%) and tablets (1.5%) o Highest level of smartphone usage is in Sweden (10.4%) o Respondents in United Kingdom used tablets the most (2.5%) 100% 80% Respondents (%) 60% Computer 40% Smartphone Tablet 20% 0% FR SE UK USA Country/Market
  • 14. Device Distribution – Age and Gender Device Distribution by Age Device Distribution by Gender 100% 100% 80% 80% 60% Computer 60% 40% Smartphone 40% Tablet 20% 20% 0% 0% 14-22 23-35 36-55 56-80 Men Women Age Group Gender
  • 15. Device Detection - Panel Differences Smartphone Panel Tablet Usage Usage Bounty 15% 5% Net-a-porter 8% 8% Premier Foods 12% 2.5% TCM 10% 5% Diageo 6% 2% ITV 4% 3% WHSmith 1.5% 1.5% Access Panels 3% 1%
  • 16. Part 2: Parallel Survey Are there differences in survey results between devices?
  • 17. Background/Methodology o 3-4 minute survey in the US, UK, France, Sweden and Australia o Question types optimised for each device o Quotas on device type o 3,609 respondents from a variety of online panels Devices Used to Respond to Survey 300 Computer 200 Smartphone 100 Tablet Thumbspeak +mobile 0 UK USA Sweden Australia France
  • 18. Problems In Answering Surveys Have you ever had problems participating in surveys on your preferred device? 100% 80% Computer 60% Smartphone 40% 20% Tablet 0% Have experienced problems
  • 19. Problems Named In Answering Surveys Computers: o No systematic problems with survey design and format Smartphones: o Most important: lack of support for Flash o Small screen size Tablets: o Most important: lack of support for Flash o Inability to use drag-and-drop question
  • 20. Preferred Devices Which one of these devices do you prefer to use when answering online surveys? 100% 80% 60% 40% 20% 0% Computer Smartphone Tablet
  • 21. Device Preferred by Device Used Which one of these devices do you prefer to use when answering online surveys? Prefer computer 100% 80% Prefer smartphone 60% Prefer tablet 40% 20% Other 0% Used Used Used tablet Prefer Used computer smartphone +mobile thumbspeak
  • 22. Devices Used To Access Internet Which of the below devices do you use regularly to access the internet? 100% Prefer computer 80% 60% Prefer smartphone 40% Prefer tablet 20% 0% Computer Smartphone Tablet
  • 23. Early Adopters of Technology o Differences in innovation attitudes between devices o Non-optimised surveys could bias results Innovation attitudes by preferred device 100% 80% Prefer computer 60% Prefer smartphone 40% 20% Prefer tablet 0% Early adopters Early majority Late majority None of the above
  • 24. Consumer Segmentation o Tablet users are thorough and enjoy shopping o Tablet and +mobile app users go for expensive brands o No differences in product/brand loyalty o Backed up by a large Adobe study showing 20% + higher basket values on tablets vs computers and similar buy conversion rates. Weighted (Age and Gender) scores on 1-5 scale 5.00 4.00 3.00 Computer 2.00 Smartphone 1.00 Tablet Thorough and Go for Tends to stay +mobile Thumbspeak enjoyful expensive with shoppers brands product/brand
  • 25. Time Taken - Checkbox and Radio Buttons
  • 26. Time Taken - Checkbox and Radio Buttons o Take 15-30% longer on smartphones vs. computers o Tablets quicker than smartphones as internet access is typically wi-fi vs. 3G for smartphones o Tablets are marginally quicker than computers due to consistently modern browsers (unlike some older computer browsers like Internet Explorer 7/8)
  • 27. Time Taken - Open Ends o Takes 30-40% longer on smartphones vs. computers and 20- 30% longer on tablets vs. computers o Touch-typing with smartphones and tablets, and restricted screen size on smartphones slow down open ends
  • 28. Time Taken – Table Type Questions Computer / Tablet
  • 29. Time Taken – Table Type Questions This question took 60% longer on smartphones than computers (applies to tables of radio buttons / likert scales / checkbox tables)
  • 30. Time Taken – Drop Down Questions For smartphones, display drop-down lists used due to width and fact that side by side buttons difficult to touch correctly (and poses some expressed difficulty by respondents using this question type on tablets)
  • 31. Time Taken – Drop Down Questions
  • 32. Survey Design - Best Practices o Mobile optimised template: design around % rather than absolute widths with a user-friendly layout that adapts to screensize, best to use a scripting application that has this and device detection built- in. Also, enlarge form elements so easier to interact with. o Images: make sure they can shrink to fit screen and if large images / multiple images, may need to exclude smartphone users o Drag and drop questions: Questions which rely on Javascript or Flash to create interactive effects are not guaranteed to work on mobile devices, especially drag and drops – could use alternatives for mobile devices (e.g. radio button table instead of card sort) o Open end questions: avoid asking too many as this will increase respondent fatigue more quickly on touchscreen devices
  • 33. Key Findings o Increasing use of smartphone and tablet devices to access the internet o Nearly half of panelists would prefer to take surveys on one of these newer devices, optimised design means increased participation from an audience of wealthier shoppers o Survey design for smartphones and tablets – keep it simple o Surveys optimised for these devices can be easy to complete and provide a positive experience for respondents o Making these surveys accessible and workable across devices is required to sample the complete market
  • 34. Best Practices o Optimise the survey for each device type separately o Route respondents to the relevant survey version, based on detected device o In an ideal world, use a specific survey application For smartphone and tablet devices … o Avoid Flash-based surveys o Use appropriate question types o Test the survey on a range of devices o Consider the incentive: surveys may take longer on these newer devices
  • 35. Future Research o Research on longer surveys, where the problems and affects on completion time differences are more likely to occur o Research in other parts of the world, including Asia and Latin America o Research on optimising methods of driving traffic to surveys: o Value of mobile optimised html invites o In-app push notifications vs email invitations o Continuous need for further research and best practices development, as device use and technologies are changing rapidly!