Mobile devices in traditional web panels, what can we do - CentERdata

September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

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#MRMW

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9/29/2014

Mobile devices in traditional web panels, what can we do?

Arnaud Wijnant

Marika de Bruijne

MRMW Europe 2014

Probability-Based Web Panels

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Sample Sample

No computer?

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Mobile web usage

y = 0.0002x - 7.3836 R² = 0.9823

y = 0.0001x - 5.9756 R² = 0.9878

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20% S

hare

of

mob

ile

web

use

of

tota

l w

eb u

se

StatCounter Netherlands LISS panel Linear (StatCounter Netherlands) Linear (LISS panel)

Classic web questionnaires on mobile

devices

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Survey on a smartphone:

C-MoTo

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Applying Mobile First

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How Scientists see it

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How Respondents see it

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Mobile device strategy

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Do nothing Block

Flag mobile access Adjust

All questionnaires in

multiple versions

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Advantage:

- Most optimal user

experience on all

devices

Disadvantages:

- Possible response

effects by design

(experiments couldn’t

find any differences)

- High development costs

- High maintenance costs

- Questionnaire testing

complicated

Smartphone questionnaire

PC/laptop questionnaire

Tablet questionnaire

Alternative:

Amphibious questionnaire

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Advantage:

- Most optimal user

experience on all

devices, not too

much effort to

program

Disadvantage:

- Possible

response effects

by design,

limitation to

question types

Smartphone presentation

PC/laptop presentation

Tablet presentation

Questionnair

e d

efinitio

n

Prototype – Regular browser

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Prototype - Mobile browser

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Not just a questionnaire

o Panel login environment

- Mobile compatible layout

- For complicated questionnaires:

- Give a warning “Not suitable for mobile…”

- Block access

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o Invitations

- SMS

- Social Network

- Messages

- Single sign-on

Conclusion

- It is necessary to anticipate on mobile devices in web panels

- Technical solutions open up many possibilities to create an environment adjusted to a multi device panel

- Costs and panel aim decide which scenario works the best

- simple: mobile first (e.g. youth panel)

- advanced: device optimized questionnaires with a mobile login page and push messages (e.g. formal innovative web panel)

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Title Sponsor Gold Sponsors

Silver Sponsors

Premier Sponsor Bag Sponsor Workshop Sponsors

MRMW Berlin Sept. 23-26, 2014 #MRMW

Association & Media Partners

Event App Partner

Networking Reception Partner Exhibitor

MRMW Berlin Sept. 23-26, 2014 #MRMW

September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

Organized by

#MRMW