Device Effects on behaviour and participation in mobile-optimised online diaries Christian Holdt, Head of Online Market Research Europe Annika Heeck, Senior Online Project Manager Europe

About us… Schlesinger Interactive is the Online-Division of Schlesinger Associates, a market research company for worldwide qualitative and quantitative data collection. We deliver programming, conduct multi-country fieldwork (with our oqn US & EU panels and partner access panels) and data analysis & reporting.

THE TASK: Getting the Most out of your Online Diary Online Market Research Landscape: Rising Smartphone penetration and usage in online surveys Responsive web design allows adaptation to different screen sizes, reducing dropout rates Are particular device users more valuable? Is Desktop still relevant? Does response behaviour differ? Client Needs: Reach all relevant respondents, minimising non-response Collect responses easily and directly to minimise attrition and avoid memory bias What demographic and behavioural factors differentiate users of smartphones, tablets and desktops / laptops, and what are their effects on diary participation?

Post-hoc analysis of response behaviour STUDY SET-UP Recruitment: 18.043 pool members aged 13-65 spread over 6 countries: Australia, France, Germany, Mexico, Spain, UK Recruited via a 20-minute online screening questionnaire from own and multiple online access panels. Diaries: 3 diaries per week minimum on a fully device-agnostic link over 25-35 weeks between November 2014 and December 2015 duration 2-5 minutes per diary Respondents could indicate that they had nothing new to report on, which was counted as an unqualified diary. Over the course of the study, 477.330 qualified diaries were collected. Post-hoc analysis of response behaviour

RESPONSE PATTERN n=18.043

Average number of diaries / respondent Percentage of qualified diaries ACTIVITY: number of diaries Average number of diaries / respondent Percentage of qualified diaries 27,1 27,3 26,4 11 11 10 Average Median n=494.777

ACTIVITY: number of diaries vs. duration in study Average number of qualified diaries per respondent / week Average duration in study in weeks 1,45 1,67 1,53 1,25 1,1 1 Average Median n=16.349 n=18.043

Average number of qualified diaries / respondent ACTIVITY: number of qualified diaries Average number of qualified diaries / respondent Average Median 23,4 21,6 21,8 8 9 8 n=16.349

ACTIVITY: users of multiple devices Average number of diaries / respondent Average number of qualified diaries per respondent / week Average duration in study in weeks 1,9 1,5 1,3 0,9 n=18.045 n=16.349

DEVICE AS DRIVER OF ACTIVITY & DURATION Whether a respondent switched devices explains 2,8% of variance of the average number of qualified diaries / week. Whether a respondent switched devices explains 10% of variance of duration in the study. Average number of qualified diaries per respondent / week Average duration in study n=16.349 n=18.045

DEMOGRAPHIC DIFFERENTIATORS

CONTENT: answer behaviour Question: Where did you see this advertisement? n=494.777

Differentiators between device users TAKE-AWAYS Differentiators between device users Best Practice Effects on diary participation Responsive web design forcing completion on every device is vital in achieving wider sample coverage and a fuller answer spectrum. Flexibility to switch devices facilitates numbers of reportings and respondents’ long-term engagement. Demographics Behaviour Different target groups use different devices. Factors include age, gender, country of origin, income, size of township. Different content is reported on each device. Device users show different engagements with diaries, leading to different activity levels and duration in the study.