NEWS17 October 2013

Online trackers not optimised for mobile could ‘compromise data quality’

News UK

UK — According to online research company GMI, up to 30% of panellists now register to online panels through tablets or smartphones, and 10% respond to online surveys via mobile devices.

GMI, which manages more than 1,000 tracking studies, claims that online trackers that haven’t been optimised for mobile platforms may exclude this growing audience, which could lead to a drop in data quality, reduced feasibility and the possibility of missing whole sections of the required population from research.

Martin Filz, MD Europe of GMI, said: “Today’s panellists are truly multi-device and that means tracking surveys need to work across many devices and adapt to different software to reach the right audience.”

GMI has recently developed a Re-Track service, which provides a detailed review of existing tracking studies, including prototyping, a data variance audit, data granularity check, question optimisation and survey redesign.

This follows an announcement last week from Kinesis Survey Technologies that according to their data, over 40% of respondents across the US and Europe now access surveys via their mobile device. Despite this, Kinesis claim, completion rates on these devices is currently only 7%, suggesting a need to for research companies to make their surveys ‘mobile-friendly’.


1 Comment

11 years ago

Isn't this story a bit out of date? As a specialist in custom panels and communities we have been optimizing all of our online research services for over 4 years. It still surprises me how many access panels are failing to address this.

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