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Are Smartphone Users Too Distracted To Take Your Surveys?

 

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Your attention, please. Oh, never mind – we just remembered that today’s public can’t pay attention to anything at all. If a much-publicized Microsoft study has it right, the average human attention span is 8.25 seconds and you’ve already moved on to the next thing.

 

Millennials bear the brunt of lamentations about collapsing attention spans. They’re regularly accused of leading the charge to distractedness thumbs-first, with impulsive, non-stop swiping on their smartphone screens. Microsoft reported that “77% of people aged 18 to 24 responded `yes’ when asked `When nothing is occupying my attention, the first thing I do is reach for my phone.’”

 

But is using a smartphone an intrinsically attention-killing activity? Believing this plays into a common myth about mobile research – that anything to do with a smartphone diminishes our concentration and makes phones unreliable and undesirable for obtaining quality consumer data. You need to pause for a moment in the face of this myth and consult your own common sense and personal experience with smartphones. It will tell you that you can and do pay close attention to what’s on your phone – if and when that content is relevant and engaging.

 

And well-designed, intelligently fielded mobile surveys will accomplish exactly that – ask consumers about experiences and preferences that are deeply relevant, and keep them engaged by making survey-taking exactly the kind of fast, smooth in-app smartphone experience they relish. Having fielded hundreds of in-app mobile surveys with LOI of 20 minutes or more, we can assure you that they routinely enjoy completion rates of 90%, with a drop-off rate of no more than 6.5%. To find out how you can capture consumers’ attention by using advanced mobile, please get in touch at sales@mfour.com. We promise the kind of attentive and informative exchange you deserve.