Is Mobile a Reliable Platform For Survey Taking?

The article presents research on the role of respondents who use mobile computing devices such as smartphones and tablet to participate in Internet surveys in marketing research. The growth in the number of U.S. adults using such devices is contrasted with research indicating those users are less likely to participate in or to finish surveys than are microcomputer users. It is noted that minorities are more likely to use smartphones as their main computer than are non-Hispanic whites. Implications for survey design and methodologies are considered.