Online research: Participation of mobile users in non-optimised surveys

Aaron Jue and Kristin Luck


In today's mobile world, consumers are increasingly accessing the internet on mobile devices. Market researchers have consequently experienced a growing number of respondents taking online surveys on mobile platforms (feature phones, smart-phones and tablets). In many cases, mobile data collection is occurring without being specifically targeted by or accommodated for by the researcher. That is, respondents decide what device with which they will access online surveys. These so-called 'unintentional' mobile respondents continue to represent a challenge in the research industry. Since the birth of the internet, online surveys have been designed with the desktop computer in mind. Less is known about designing surveys for mobile devices.