Online Technology for Research & Insight
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Optimising Surveys for Mobile Devices

Follow these guidelines to create great surveys for mobiles and tablets.

The number of respondents replying to surveys through smartphones and tablets has increased dramatically in recent months – it's now standing at over 25% of all responses. Increasingly, users of Facebook, Twitter and other social media are sharing links to surveys with friends, and often the respondent will access the survey while on the go. Mobile-friendly surveys are now an imperative.

Demographix has done a lot of work on optimising ALL of our surveys to work on mobile devices without the need to create special versions of them. We've re-engineered video, audio, matrix and slider questions to work on touch screen tablets and other mobiles. So you needn't worry about what questions you are using.

The following tips will help you develop surveys that are optimised for mobile devices. Follow them to get bigger response rates and more accurate data from the Mobile Generation.

1. Keep focussed and "to the point"!

The holy mantra for all online survey design is to keep it focussed, succinct and unambiguous. Don’t overload your respondents with long pages of questions. We advise that surveys streamlined for mobiles should have one question per page, and no more than 10 pages per survey. Mobile users are easily distracted, and you need them to complete your survey quickly and submit their data. A longer survey will impact response rates.

2. Make sure your standard survey can adapt to mobiles

When it comes to mobile-friendly surveys, many designers prefer to stick to simple single-choice or multiple-choice questions, but we think this can create very one-dimensional surveys. Just make sure you choose a survey supplier that supports more complex question types (ranking, matrix, sliders, multimedia. etc) on smartphones and tablets as part of a standard survey. You shouldn’t need to create a special version of your survey for mobiles only – we believe the survey should adapt to the display requirements. If it’s a mobile, the survey should build itself for that device.