Web Surveys by Smartphones and Tablets

Abstract

Does completing a web survey on a smartphone or tablet computer reduce the quality of the data obtained compared to completing the survey on a laptop computer? This is an important question, since a growing proportion of web surveys are done on smartphones and tablets. Several earlier studies have attempted to gauge the effects of the switch from personal computers to mobile devices on data quality. We carried out a field experiment in eight counties around the United States that compared responses obtained by smartphones, tablets, and laptop computers. We examined a range of data quality measures including completion times, rates of missing data, straightlining, and the reliability and validity of scale responses. A unique feature of our study design is that it minimized selection effects; we provided the randomly determined device on which respondents completed the survey after they agreed to take part. As a result, respondents may have been using a device (e.g., a smartphone) for the first time. However, like many of the prior studies examining mobile devices, we find few effects of the type of device on data quality.