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OPINION’s mobile-optimised online questionnaires

From iPhone and Samsung to HTC, the use of smartphones and tablets is on the rise worldwide and mobile devices are playing an ever greater role in online questionnaires as a result.

From iPhone and Samsung to HTC, the use of smartphones and tablets is on the rise worldwide and mobile devices are playing an ever greater role in online questionnaires as a result.

A representative study conducted by OPINION in 27 countries, with 500 respondents being questioned in each, found that 70% of US respondents used their smartphone to access the questionnaire. In Germany and the UK, this figure stood at almost 50%. 

Although the majority of people in Asia and South America used their desktop PC or laptop to respond, mobile devices were still employed widely here as well. For example, in Thailand and Malaysia, around a third of respondents completed the questionnaire on their smartphone or tablet. 

These findings highlight the importance of always taking the popularity of mobile devices into account when designing online questionnaires. After all, response rates rise when participants are addressed via their preferred means of communication. 

This is why OPINION also offers mobile-optimised questionnaires. Before the field work begins, we check whether it is feasible for the survey to also be conducted on a smaller screen (i.e. a smartphone and/or tablet). If this is the case, the screen size is automatically adapted to the end device used by each participant.