1. 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

2. 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.

3. 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?

4. Post-hoc analysis of response behaviour
STUDY SET-UP
Recruitment:
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 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, qualified diaries were collected.
Post-hoc analysis of response behaviour

5. RESPONSE PATTERN
n=18.043

6. 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=

7. 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

8. 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

9. 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

10. 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

11. DEMOGRAPHIC DIFFERENTIATORS

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

13. 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.