16. 3 Mobile respondents are also just
more into mobile
17. smartphone owners who took our test studies
on mobile devices were more likely to use
their mobile for music, photos,
internet browsing, app downloads
and games
21. Amongst those who chose desktop, 97%
answered the survey at home or at work
Amongst those who chose mobile, 15%
answered fromtransit or somewhere
other than home or work
25. But survey length has no effect on dropout rate
at least not up to the 9 ½ minute mark
% dropped out in survey
4% 5% 4% 0%
Short Medium Long Desktop
(4 min) (6 min) (9.5 min)(6 min)
Mobile
35. 3. OPTIMISE USE OF IMAGES
never a nice-to-have
re-size and compress
re-think survey design
36. So ...
Mobile research is a new frontier that needs careful
exploration
Well designed interfaces are key to engaging
respondents properly
You cannot just assume equivalence of data - you need
proof