A Comparison of Mobile Surveys vs Website Surveys
If you’re planning on venturing into the unknown, whether it’s a new business venture, new product, or even something a little more laid back, like launching a new event, getting the measure of potential ups and downs is vital; that’s where a mobile survey or website survey can be extremely important.
A well-constructed survey can give you valuable insight into key criteria such as; ‘how much people are willing to pay for a product’, ‘where they usually buy a product’ and ‘how often they use a service’ All pretty vital information for success.
These days, there are now two main ways to undertake a survey; mobile surveys and website surveys, so what’s the difference and which one is best for you? Here’s a few criteria that should help you decide which survey to choose…
Over the past fifteen years, mobile phone use has exploded. This makes mobile surveys a great choice as a research tool because the potential reach is now bigger than ever. What’s more, the nature of mobile device use means people are more inclined to fill out a mobile survey over its website counterpart.
Surveys conducted on a website will also struggle getting though email filters, something which mobile surveys don’t struggle with; a survey sent straight to mobile has a much higher open rate.
Website surveys offer really in-depth data which definitely helps decision makers. However, the data sometimes takes a few hours, or days to be compiled, meaning decisions can’t be made as quickly. Mobile surveys on the other hand usually offer real-time feedback, making data analysis a much more responsive task.
Surveys are ineffective if the data collected is from an inaccurate source; if your target market is 25-30, there isn’t much point researching 65-70 year olds! Luckily, both mobile and website surveys offer great tailoring to make sure you’re asking questions to the right people.
Of course, you can choose to target certain demographics with your survey, usually at an extra cost. Again, mobile wins out here too. Although both platforms offer segmentation, to help improve survey accuracy, mobile devices are usually unique to an individual, so there’s less room for error, or the wrong user filling in the survey!
Survey Questions and Options:
Whilst mobile surveys offer up a great way to reach plenty of people, more willing to answer your survey, the questions you can ask are definitely more limited than those available on a website survey. Why? Basically, mobile users are less inclined to read lengthy questions. So if you’re using mobile surveys, questions need to be short and to the point, whereas website surveys can deliver more in depth questions.
There you have it, plenty of things to think about before you conduct your next survey. On the face of it, mobile surveys (which are definitely growing in favour) seem to offer more benefits. However, it’s safe to say, either website or mobile, surveys are a valuable, integral part of any market research!
If you have any hints or tips on getting the best survey feedback, or a preference on which platform works best, we’d love to hear from you.