Mobile Sentiment Presentation Ver 3.0
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- Mobile respondents use smartphones or tablets to take surveys, but 9 out of 10 say they primarily use desktops/laptops - When using a mobile device for a survey, only 25% mention experiences that leveraged the device's capabilities like photos - Over half say they would switch from a mobile device to a desktop/laptop if asked to complete a survey - Despite survey invitation text specifying the device, two-thirds of those asked to switch said the text specified the device - Participants are generally reluctant to share some personal data but over 60% are open to sharing data to streamline surveys
![© 2015 Distill Research, LLC
13
While the average number of past month online surveys increases with participant
age the proportion of surveys running 15 minutes or longer is consistent. Desktops
and laptops are the platforms used to take 9 out of 10 surveys. The youngest
participants and females are more likely than older participants and males to say
primarily—this corresponds with past year research actions reported on slide 7.
Total 18 to 35 36 to 44 45 to 55 56 to 65 Male Female
N=532 128 137 122 145 264 268
Past30
day
surveys
Average # 22.0 17.0 21.2 22.9 26.2 21.1 22.8
% 15+ minutes 56% 58% 54% 62% 55% 56% 57%
TypicallyTakeOnline
Surveys
Exclusively on a desktop/laptop 44% 29% 42% 48% 56% 49% 39%
Primarily on a desktop/laptop 48% 61% 49% 45% 37% 44% 51%
Using both equally 6% 7% 7% 5% 6% 5% 8%
Primarily on a smartphone/tablet 2% 3% 0% 2% 1% 2% 1%
Exclusively on smartphone/tablet 0% 0% 1% 0% 0% 0% 0%
Q10: In the past month, not including this one, how many online surveys have you taken?
Q11: Of those [Q10 ##] online surveys, how many took you 15 minutes or longer to complete?
Q12: Do you typically take online surveys…?
Who are they?
Survey Experience
Indicates notable
differences within
respective data cuts](https://image.slidesharecdn.com/798c4af5-78b1-4aec-a6bf-e280f0b28ada-150330223547-conversion-gate01/85/Mobile-Sentiment-Presentation-Ver-3-0-13-320.jpg)
Mobile Sentiment Presentation Ver 3.0
- 1. Mobile Respondent Sentiment March 2015 In conjunction with
- 2. © 2015 Distill Research, LLC We wanted to talk to survey participants to get a sense for: • How much they use mobile devices (smart phones or tablets) to take web surveys. • For those who do, whether they’ve taken a survey that leverages any of the mobile devices features to enhance the survey. • In a time of high profile data breaches and governmental surveillance, find out what kinds of data—if any—they are open to sharing with a research organization to enhance, streamline or personalize the survey experience. 2 Objectives and Methodology To do this we developed and fielded a web survey: • Participants must be adults age 18 to 65 living in the US, owning a smartphone and having taken at least 1 online survey in the past 30 days. • Fielding from September 9, 2014 to September 14, 2014. • Average survey length 11.2 minutes. • The sample was stratified to match Pew Research Center’s demographic profile of web active households. • Data were scrutinized to identify straight-lining, satisficing and other bad respondent behaviors and 8 of 535 completes were removed prior to analysis.
- 3. © 2015 Distill Research, LLC • Mobile respondents use their smartphones or tablets to take surveys—even though they’re not always able—but 9 out of 10 say they use desktops/laptops primarily or exclusively. • When a mobile device (smartphone or tablet) is used, only 25% mention a survey experience leveraging a capability of the device (typically photos/scanning or installing a survey-related app). 3 Summary of Findings on Use of Mobile Devices for Web Surveys • It’s not uncommon for participants to say they’ve been asked to change how they complete a survey after clicking the invitation link and, when asked, at least half say they did. When asked generally, 54% said they probably or definitely would change from a mobile device to a desktop/laptop in order to complete a survey. • Attempts to mitigate switching requests through explicit invitation text may be for naught: two-thirds or more of those asked to change platform said the invitation text specified which platform to use. A test of invitation language for this survey raises the possibility that survey respondents aren’t paying attention to the invitation, just clicking the link. Note: The survey was conducted with a group of known smartphone owners who are active web panel members. Further the market research participation profile of these participants describes a group that is very active in a variety of research methods; for example, 10% participated in a focus group and 25% completed a telephone survey in the past year. Attitudes among smartphone owners who are not active web panel members/conditioned survey participants may differ (most relevant when using client-provided customer lists).
- 4. © 2015 Distill Research, LLC 4 Summary of Findings on Sharing Personal Data for Survey Enhancement • Participants indicate a general reluctance toward sharing some types of information and doing non-traditional survey tasks as part of a project. There is a surprisingly high stated willingness to share personal health information, on par with answering a few questions for survey validation. • Despite that reluctance, participants say they are open to sharing personal data to streamline or personalize their survey experience. Older participants are more likely to express reluctance, but more than 60% are open to considering the idea.
- 5. © 2015 Distill Research, LLC 5 10% 10% 12% 12% 13% 18% 20% 20% 22% 23% 25% 29% 35% 39% 43% 47% 48% 55% 55% 96% Q1: Our next questions are about the types of market research projects you may or may not have participated in during the last year. Which of these have you personally done in the last year? Q2: In the last year which of the following have you done as part of taking an online survey using a smartphone or tablet? N=537 Participants are heavily engaged in a variety of market research-related activities: 10% 5% 9% 13% 17% 24% 25% 44% NET Recent Research Behavior Past Year Taken an online survey using desktop/all-in-one Taken a photo of/scanned an item Uploaded/synched info from device using smartphone Tested a product/service Sales receipt invitation Quit a survey that was too long Invited via app Taken an online survey using a smartphone Used GPS location CATI Taken an online survey using a tablet Paper survey Recorded a video/audio clip of an answer Moderated message board Facebook/website poll Downloaded software/app to track use of product/service IDI Uploaded/synched info from device using smartphone Focus group In person intercept Photo/scanned an item Installed an app Invited via app Used GPS location Recorded a video/audio clip Uploaded/synched info None • 13% engaged in fewer than 6 of the 20 activities • 72% in 6 to 10 • 15% in more than 10 Few participants mention using a mobile device’s feature as part of their online survey experience.
- 6. © 2015 Distill Research, LLC 6 Q1: Our next questions are about the types of market research projects you may or may not have participated in during the last year. Which of these have you personally done in the last year? Q2: In the last year which of the following have you done as part of taking an online survey using a smartphone or tablet? Total 18 to 35 36 to 44 45 to 55 56 to 65 Male Female N= 537 131 137 124 145 267 270 Taken an online survey using desktop/laptop 96% 96% 96% 97% 95% 95% 97% Taken a photo of/scanned an item 55% 54% 61% 61% 46% 51% 59% Uploaded/synched info from device using smartphone 55% 52% 58% 61% 49% 53% 57% Tested a product/service 48% 36% 49% 53% 55% 37% 60% Sales receipt invitation 47% 41% 45% 48% 54% 42% 52% Quit a survey that was too long 43% 38% 45% 38% 51% 41% 46% Invited via app 39% 46% 37% 42% 27% 37% 40% Taken an online survey using a smartphone 35% 44% 35% 36% 26% 30% 40% Used GPS location 29% 25% 32% 35% 22% 32% 26% CATI 25% 13% 21% 29% 37% 26% 24% Taken an online survey using a tablet 23% 24% 21% 26% 21% 21% 26% Paper survey 22% 18% 26% 24% 21% 22% 22% Moderated message board 20% 16% 27% 19% 17% 17% 23% Recorded a video/audio clip of an answer 20% 21% 22% 26% 11% 21% 19% Facebook/website poll 18% 27% 17% 19% 12% 19% 17% Downloaded software/app to track use of product/service 13% 16% 14% 14% 10% 15% 12% Uploaded/synched info from device using smartphone 12% 16% 7% 11% 13% 14% 10% IDI 12% 7% 18% 13% 12% 13% 12% Focus group 10% 9% 5% 11% 13% 9% 10% In person intercept 10% 13% 10% 11% 6% 9% 10% Indicates notable differences within respective data cuts Recent Research Behavior Past Year Participants generally engage in research in similar proportions across age groups and gender, with a few notable exceptions—oldest participants are more likely to complete CATI surveys; younger and females more likely to test products and take a survey with a smartphone. Younger also more likely to complete embedded or Facebook polls.
- 7. © 2015 Distill Research, LLC 7 About a quarter of participants have been asked to switch from a mobile device to a desktop/laptop and from a desktop/laptop to a mobile device— and more than half say they switched. This despite two-thirds or more saying their survey invitation specified which platform to use to complete the survey. Q3: After starting an online survey have you ever been asked to complete the survey on a different type of device? Have you been asked to take a survey using… Q4: The last time you were asked to change your device or browser to complete a survey, did you complete the task? Q5: The last time you were asked to change your device or browser to complete a survey, did the survey invitation make it clear what type of device/browser you should use? 10% 11% 6% 17% 12% 8% 27% 23% 14% 67% 74% 80% Did Invitation Specify? Ever Asked to Switch? N=537 n=125 n=106 n=66 Invitation text isn’t getting through . . . Start on Mobile/ Switch to Desktop Start on Desktop/ Switch to Mobile Switch Browser No Yes Switched Didn’t switch
- 8. © 2015 Distill Research, LLC 8% 15% 23% 30% 24% 8 More than half of participants say they probably/definitely would switch on request to complete the study; true for all ages and both genders. Q7: If you were to start an online survey using a mobile device and were asked to switch to a desktop or laptop computer to complete the study, how likely are you to switch and complete? Q6: Did the invitation for this survey specify which type of device or browser to use when taking it? N=537 Invitation specified “any web enabled browser” Invitation did not specify how to take survey n=411 120 21% 21% 59% 58% 20% 21% It’s possible the invitation text that said “any web enabled browser” was perceived as too general to be construed as specifying a device or browser. We plan to follow up on this in the next round of research. Wrong answers in red above . . . but participants will switch if asked Most say their invitation to this survey did not specify what type of device to use regardless of which invitation version they received. Definitely would Probably would Might/might not Probably would not Definitely would not Yes No Not sure
- 9. © 2015 Distill Research, LLC 19% 19% 23% 30% 32% 26% 29% 29% 26% 9% 12% 17% 20% 22% 31% 30% 27% 36% 47% 34% 34% 33% 26% 28% 34% 25% 15% 25% 26% 15% 13% 17% 13% 10% 14% 10% 9 Sharing personal health information has the highest comfort levels; this is true across age and gender. Allowing their web use to be tracked and allowing their contacts to be accessed have the highest discomfort levels; also true across age and gender. Q8: How comfortable or uncomfortable would you be doing or sharing each of the following as part of an online survey conducted by a research company that you trust? N=537 What are participants willing to do or share? Provide personal health information Install app for surveys Provide exact location Share information about family members Make a video answering questions Share details of your mobile device Disclose personal financial information Track and share your web history Allow an app to access your contacts Very comfortable Somewhat comfortable Somewhat uncomfortable Very uncomfortable
- 10. © 2015 Distill Research, LLC Comfort Index Total 18 to 35 36 to 44 45 to 55 56 to 65 Male Female n= 537 131 137 124 145 267 270 Providing personal health information 57.9 81.7 64.2 52.4 35.2 64.4 51.5 Installing an app for the purposes of taking surveys 29.2 64.9 51.8 18.5 -15.2 20.6 37.8 Sharing your exact location -5.6 -1.5 14.6 -2.4 -31.0 16.9 -27.8 Providing detailed information about other family members -16.8 11.5 -13.1 -9.7 -51.7 -15.4 -18.1 Making and uploading a video of yourself answering a few questions… -29.2 -12.2 -3.6 -21.0 -75.9 -11.6 -46.7 Disclose personal financial information -30.7 -16.8 -19.7 -37.1 -48.3 -9.4 -51.9 Running app that shares information about how you use your mobile device -35.4 -9.9 -7.3 -42.7 -78.6 -35.6 -35.2 Running an app that tracks the websites you visit -46.4 -35.1 -26.3 -50.0 -72.4 -40.8 -51.9 Granting an app access to your contacts as part of a research project -92.2 -66.4 -75.9 -108.9 -116.6 -80.9 -103.3 10 The youngest participants express more comfort with sharing than the oldest; and males more comfort than females. Generally speaking the rank for each item is consistent by age group and gender (+/- 1 position in a few cases). Q8: How comfortable or uncomfortable would you be doing or sharing each of the following as part of an online survey conducted by a research company that you trust? Index score using 200 points for very comfortable, 100 points from somewhat comfortable, -100 points for somewhat uncomfortable, -200 points for very uncomfortable. Average score shown. What are participants willing to do or share? Indicates notable differences within respective data cuts
- 11. © 2015 Distill Research, LLC 17% 15% 20% 13% 21% 18% 17% 10% 8% 7% 8% 17% 11% 9% 48% 53% 49% 50% 41% 45% 51% 25% 25% 24% 29% 22% 27% 23% 11 With a quarter of participants indicating a willingness to share personal data to streamline or personalize their survey experience and nearly half open to considering it, researchers should investigate opportunities to do that. The most notable reluctance is expressed by the oldest participants. Q9: The more you interact with smart devices, the more you leave digital footprints containing personal details about you. Having this information could allow researchers to streamline and personalize the questions you are asked. Which of these best describes how you feel about the trade-off between privacy and efficiency with respect to market research projects you complete? Most would share some personal data for better survey experience Total 18 to 35 36 to 44 45 to 55 56 to 65 Male Female n=537 131 137 124 145 267 270 Willing: If my personal information is kept confidential I would support sharing it to make research faster and easier Open: I would consider sharing some personal information but would want to be able to opt in as to what types of information I share to feel comfortable Reluctant: I am reluctant to share personal information but would consider sharing limited information for a specific project Rejecters: I do not support sharing personal information and would rather answer additional questions
- 12. © 2015 Distill Research, LLC Total 18 to 35 36 to 44 45 to 55 56 to 65 Male Female N=537 131 137 124 145 267 270 100% 100% 100% 100% 100% 100% 90% 81% 82% 79% 82% 84% 56% 58% 71% 68% 69% 57% 53% 55% 48% 46% 51% 50% 60% 52% 40% 26% 49% 39% 28% 22% 19% 10% 26% 14% 14% 12% 6% 16% 11% 13% 9% 13% 7% 6% 8% 10% 10% 8% 4% 3% 9% 3% 5% 2% 0% 1% 2% 2%2% 6% 9% 12% 20% 44% 50% 63% 83% 100% Smart watch Smart home system Fitness tracker Feature phone Streaming media device Game console Tablet Desktop/All-in-one Laptop/Notebook Smartphone 12 Device ownership aligns with profiles of tech-centric consumers. Smartphone use required for this study. S4: Which of the following technology products do you personally own and use at least once per month? Who are they? Technology Profile Indicates high rate of product ownership
- 13. © 2015 Distill Research, LLC 13 While the average number of past month online surveys increases with participant age the proportion of surveys running 15 minutes or longer is consistent. Desktops and laptops are the platforms used to take 9 out of 10 surveys. The youngest participants and females are more likely than older participants and males to say primarily—this corresponds with past year research actions reported on slide 7. Total 18 to 35 36 to 44 45 to 55 56 to 65 Male Female N=532 128 137 122 145 264 268 Past30 day surveys Average # 22.0 17.0 21.2 22.9 26.2 21.1 22.8 % 15+ minutes 56% 58% 54% 62% 55% 56% 57% TypicallyTakeOnline Surveys Exclusively on a desktop/laptop 44% 29% 42% 48% 56% 49% 39% Primarily on a desktop/laptop 48% 61% 49% 45% 37% 44% 51% Using both equally 6% 7% 7% 5% 6% 5% 8% Primarily on a smartphone/tablet 2% 3% 0% 2% 1% 2% 1% Exclusively on smartphone/tablet 0% 0% 1% 0% 0% 0% 0% Q10: In the past month, not including this one, how many online surveys have you taken? Q11: Of those [Q10 ##] online surveys, how many took you 15 minutes or longer to complete? Q12: Do you typically take online surveys…? Who are they? Survey Experience Indicates notable differences within respective data cuts
- 14. © 2015 Distill Research, LLC 23% 31% 21% 25% 14 Participants represent a spectrum of experience with online surveys. The proportion of participants saying online surveys have gotten a lot better is on par for all 3 tenure ranges while the top-2 box score has a distinct inverse relation with tenure. Q13: How long have you been completing online surveys? Q14: Since you first began completing online surveys would you say the survey experience has…? N=512 23% 26% 21% 55% 61% 70% n=107 n=158 n=119 Who are they? Online Survey Background 1 year or less 2 to 3 years 4 to 7 years 8 years or more Gotten a lot better Gotten a little better Top-2
- 15. © 2015 Distill Research, LLC Race/Ethnicity Male Female N= 537 267 270 White 85% 89% Hispanic 9% 9% Black 8% 5% Asian 6% 2% Native American/Alaska Native 1% 3% Other 1% 3% Who are they? Demographics 15 2% 2% 4% 7% 9% 87% Education 18 to 35 36 to 44 45 to 55 56 to 65 Male Female n= 131 137 124 145 267 270 High school or less 14% 8% 15% 17% 12% 15% Vocational or trade school 1% 9% 11% 8% 6% 8% Some college 21% 24% 27% 26% 21% 28% Bachelor’s degree 43% 43% 37% 33% 40% 38% Graduate degree 21% 16% 10% 17% 21% 11% D1: he following questions are used to ensure that we have a representative group of participants. Are you Hispanic or Latino? D2: What is your racial background? D3: What is the highest level of education you were able to complete?