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Designing online surveys to be taken on mobile and tablet devices.
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Designing Online Surveys for Mobile
DevicesMay 2014
The Mobile Challenge
• Mobile devices (smart phones and tablets) are increasingly being used to take online surveys
• Yet, many surveys are not designed with the mobile user in mind
• Many survey tools are not well optimised for mobiles and tablets
One fifth take “most” surveys on mobile devices
0%
10%
20%
30%
40%
Smart phone Tablet Desktop Laptop
37%
30%
9%
22%27%
20%
5%9%
All Most
* Survey of 300 participants in Singapore from Opini research panel
40% take some surveys on smart phones
Surveys taken on mobiles generate a much lower usability score
5.4
6.4
8.7
8.7
1 10
* Survey of 300 participants in Singapore from Opini research panel
“In general of the surveys you take on research panels, how easy are they to do on the following devices?”
Hard Easy
Panelists want to take surveys on mobile devices
…but > surveys are not always optimised
and designed for mobile > they don’t want to take too many
questions on mobile devices
Surveygoo surveys are fully accessible taken on mobile devices
0%
25%
50%
75%
100%
Smart phone Tablet Desktop Laptop
2%5%6%24%25%
30%52%
74%70%70%
42%
Very easy Quite easy Not very easy
94% said the survey on a mobile was “very or quite easy” to complete via Surveygoo
18 questions / 5 minute survey
Surveys need to be “technically compatible” for mobile
…but also “design-
optimised” for mobile
0%
25%
50%
75%
100%
Smart phone Tablet Desktop Laptop
21%28%7%4%
27%15%
11%3%
27%29%
21%16%
19%22%
40%
31%
6%6%
22%
46%
Up to 10 11 - 20 21 - 30 31- 50 51 +
46% think just 10 question surveys are comfortable taken on a mobile
* Survey of 300 participants in Singapore from Opini research panel
Just 16% were comfortable
taking surveys of 21-30 questions
on a mobile!
Panelists want simple, easy to complete surveys which can be completed equally well on all
devices
Researchers want to ask moderately long, and sometimes very long
questionnaires
There is the Challenge:
The Answer: Good Design!
Design plays a significant role: to present questions in an attractive and engaging format for all surveys but
particularly on mobile devices!
1. consider “gamified" question styles
2. use of graphics and icons
3. apply attractive theme designs
4. limit questions per page and question length
5. have realistic expectations on the overall survey length!
