Customer research by smartphone and tablet devices has more than doubled in a year, according to latest data.
Latest device tracking shows that 4.2% of eDigitalResearch surveys were completed on a mobile device in July last year, a number which more than doubled to 9.2% in June this year.
A supporting consumer poll by the research firm found that the majority (82%) of those smartphone and tablet owners are likely to take part in surveys from their mobile in the future.
The research also found that some consumers are struggling to complete research that relies on their mobile device supporting third party software, such as Flash Player.
15% of respondents specifically stated that they had been left frustrated in the past when coming across a survey that would not allow them to take part because they did not have certain plug-ins installed.
Head of research Derek Eccleston said: “Through our device detection technology, we were already seeing a growing number of people accessing our surveys from their mobile devices and therefore decided to take a deeper look at the preferences and expectations of mobile respondents.
“Our research found that, like mobile shoppers, mobile respondents rate functionality over layout and design, and prefer pages that load quickly rather than look appealing.”
He added: “Deeper analysis of the results show that, like a retailer’s m-commerce strategy, researchers need to ensure that customer insight programmes are available and suitably optimised through a variety of channels to allow respondents to complete surveys when and where they want to, including out of the home and on their mobile”.
While the introduction of HTML5 will eventually negate the issue of Flash Player, agencies need to be aware that more smartphone and tablet users are likely to be accessing surveys from various platforms and therefore need to accommodate certain restrictions and limitations within their overall mobile strategy, according to eDigitalResearch.