PC, phone or tablet? Use, preference and completion rates for web surveys

This study investigates whether it is the case that representativity is undermined if personal computer, tablet and smartphone respondents differ in socio-demographic characteristics and display different survey completion rates.
Brosnan, Grün and Dolnicar

PC, phone or tablet? Use, preference and completion rates for web surveys

Kylie Brosnan

The University of Queensland, Australia

Bettina Grün

Johannes Kepler University Linz, Austria

Sara Dolnicar

The University of Queensland, Australia

Introduction

The use of mobile devices to complete web surveys has risen significantly in recent years (Kinesis 2013; de Bruijne & Wijnant 2014a; Wang & McCutcheon 2014). Research Now – a global online research panel company – reports an increase from 10% in 2012 to 24% in 2014, and the Gallup Panel from 9% to 26% from 2012 to 2014 (Wang & McCutcheon...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands