COMPARING TABLET, COMPUTER, AND SMARTPHONE SURVEY ...€¦ · ORIGINAL STUDY DESIGN • Mobile app...
Transcript of COMPARING TABLET, COMPUTER, AND SMARTPHONE SURVEY ...€¦ · ORIGINAL STUDY DESIGN • Mobile app...
Tom Wells, Justin T. Bailey, Michael W. LinkMay 18, 2013
COMPARING TABLET, COMPUTER, ANDSMARTPHONE SURVEY ADMINISTRATIONS
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SURVEY PRACTICE ARTICLEFilling the Void: Gaining a Better Understanding of Tablet-Based Surveys
April 2013
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MOTIVATION• “Survey respondents are increasingly attempting to take surveys on their mobile
devices, whether researchers intend for this or not” (Cazes et al, 2011)
• Serious implications for online surveys
• 2012 AAPOR presentations• Data quality of respondents using smartphones and tablets on web surveys
• Kevin Guidry; Colleen McClain et al.
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ONLINE SURVEYS TAKEN ON A TABLET• Is tablet survey administration comparable to computer survey administration?
• Very little empirical research on tablet-based surveys
• Percentage of tablet respondents is small
• Tablet ownership is increasing
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ORIGINAL STUDY DESIGN• Mobile app survey (SODA by Techneos)
• Large, national sample of online panelists & smartphone users
• 24 behavioral questions – online, TV, consumer
• Same survey also administered online
• Panelists randomly assigned to mobile app version or online version
• Field period: Nov 4 – Nov 13, 2011
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MODE COMPLETES COMPLETION RATEMobile app 705 58%Web 711 61%
SURVEY RESPONSE STATISTICS
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MODE COMPLETES COMPLETION RATEMobile app 705 58%Web 711 61%PC web 550 --Mobile web – smartphone 128 --Mobile web – tablet 33 --
SURVEY RESPONSE STATISTICS
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MOBILE APP SCREENSHOT
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COMPUTER SCREENSHOT
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TABLET SCREENSHOT
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MOBILE WEB SCREENSHOT
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CHARACTERISTICS OF TABLET RESPONDENTS• Bachelor’s degree or more
• Household income of $75,000 or more
• Homeowners
• Married
• 39% report they primarily use a tablet to access the Internet
• Early adopters (tablet ownership was 10% in Dec 2011)
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MEASURES OF SURVEY TAKING BEHAVIOR• Breakoff rates
• Survey completion times
• Item-missing data
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MODE RATE SIGNIFICANTREGRESSION RESULTS
PC web 0.9%Mobile app 3.7% *Mobile web – smartphone 5.9% *Mobile web – tablet 2.9%Total 2.8%
BREAKOFF RATES
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MODE MEDIAN SIGNIFICANTREGRESSION RESULTS
PC web 5.3Mobile app 5.5 *Mobile web – smartphone 8.9 *Mobile web – tablet 5.1Total 5.6
COMPLETION TIMES (MINUTES)
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MODE PERCENTAGE SIGNIFICANTREGRESSION RESULTS
PC web 10.7%Mobile app 12.3%Mobile web – smartphone 7.8%Mobile web – tablet 9.1%Total 11.2%
ITEM NON-RESPONSE
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LIMITATIONS• Small and self-selected group of tablet respondents
• iPad only tablet used
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MAIN POINTS• Tablet survey administration appears to be comparable to computer survey
administration• Small, non-significant differences
• Findings consistent with Guidry (2012)
• Significant differences between smartphone, computer administration• Differences were more pronounced among smartphone web respondents
• Important to keep in mind appearance and functionality of online surveys givenunintended mobile respondents
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THANK YOU FOR ATTENDING!
Tom Wells
Email: [email protected]
Phone: 415-228-8946