GOR 2013: Mobile Research Performance – How Mobile Respondents Differ From PC

By Sebastian Schmidt & Dr. Olaf Wenzel


Relevance & Research Question:

Starting several years ago Mobile Research evolved from the basic idea of conducting surveys via a mobile phone instead of a PC or Laptop to nowadays a wide range of devices, methods, and approaches like location based research or “moment of truth” surveys. However, in a world with an undoubtedly trend towards mobile usage of the internet (Gartner forecasts 821 million sold mobile devices in 2012) one should examine how digital surveys are affected in terms of data quality and sample structure. Taking this into account, there is a need to scrutinize the amount of current usage of online surveys via mobile devices and to analyze differences, threats and opportunities.


Methods & Data:

The authors conducted a post-hoc analysis with a huge amount of datasets from recent online surveys. To get a widespread view surveys with manifold target groups were examined as well as multiple data sources like online-access-panel samples and customer based samples.
The analysis focused on how often online questionnaires are being accessed and completed by mobile device users, and whether those users differ from the average PC/Laptop user. Therefore, the authors take a closer look at performance related indicators like average length of interview, consistency, detailedness of open-ended answers and drop-out rate on the one hand. On the other hand demographic criteria were analyzed in order to draw a coherent picture of the current mobile user.



A pool of more than 40 projects will be examined according to the criteria mentioned above.


Added Value:

The authors will illustrate the current status of mobile usage in online surveys and highlight differences not only about PC vs. Mobile User but also among target groups and sample sources. Furthermore, they will present implications for the future setup of digital surveys and make recommendations how to adapt surveys to integrate Mobile Research as a regular part of digital research.