Measuring Up: Impact of mobile and segmentation on respondent behaviour

Aaron Jue and Kristin Luck

This paper discusses the supposed decline in survey respondents' attention span by examining the results of a study on respondents who access online surveys from mobile devices.

Measuring Up: Impact of mobile and segmentation on respondent behaviour

Aaron Jue and Kristin LuckDecipher

Introduction

In 2007, Apple introduced the iPhone. Since then, smartphone sales have experienced tremendous growth. IDC recorded 491 million global smartphone shipments in 2011 and predicts that figure to rise to 1.5 billion by the end of 2017.

Just as the internet transformed market research over a decade ago, mobile growth is challenging the way we think about survey design, how our surveys are being taken and the quality of data that we collect from the mobile user.

At Decipher we've been...

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