Technology Is Altering How Your Consumers’ Complete Surveys
If their behavior is evolving, shouldn’t your surveys evolve as well?
Did you know? For many organizations, completion of email surveys on mobile devices has significantly increased. In some cases, to over 65%.
The migration is happening. We all saw it coming. We are all consumers. Odds are, our consumer behavior has changed. More than ever, we use our mobile devices to manage our email. For surveys that arrive via email, it stands to reason that our device and email management habits impact how we complete surveys. While this all sounds logical, for all the Customer Experience and Market Research professionals, what should be noted is the pace of the migration and what it means in terms of how best to engage today’s consumer. In every age range within every client studied, the migration is real. Yes, there are variances by industry, by country and by the nature of what is being measured, but in all cases, the shift to mobile is gaining momentum.
Here is a simple example of a North American financial services client, specifically looking at the single year change in behavior of 17 to 24-year-old customers. In 2016, this group completed more than 58% of their surveys on a mobile device, an increase of 9% over 2015 figures. Additionally, the use of tablets has seen a reduction with iPad usage nearly cut in half with this age range.
These types of migrations have downstream impact on other key stats. In this example, this age range saw a resulting single year lift in email invite open rates (+10%), a reduction in time to complete the survey (-4%) and an overall increase in response rate (+1%).
If consumer behavior is changing, a discussion of how to adapt our survey practices needs to be had.
In the world of web design, the prevailing strategy is to design with the mobile device at the forefront. Survey design needs to follow suit. Construct shorter surveys. Simplify question language and answer options. Minimize the email invite. Rid yourself of ‘matrix style’ questions that are not friendly to most mobile devices. If not already doing so, look to SMS as a complimentary or primary method of survey capture.
The reality is that consumer behavior is changing rapidly in the survey world, and if your current landscape looks anything like the financial services client sampled below, you better start changing with them.