Doing research via online surveys often is a critical part of a PR campaign. More than that, online surveys and forms are important vehicles for brands to learn about their customers. Getting people to return your online survey, though, is nearly as important as the reasons brands create them.
A new survey about surveys from web site The Manifest shows how difficult getting people to respond can be.
In a survey of 502 people who had filled out an online survey in the past month, including 67% who had filled out one in the past week, an overwhelming majority (81%) say they have abandoned a survey after beginning to fill out one. Nearly 60% had done so in the past month; 67% say they never return to an online form once they’ve abandoned it.
The Leading Issue is Security
The main culprit, the survey shows, is a concern with security. It is important to note the survey was conducted in the wake of the Facebook-Cambridge Analytica affair.
The other reasons for abandoning an online form, according to the survey, are: length (27%), advertisement or upselling (11%) and unnecessary questions (10%).
The recommendations for marketers and communicators are apparent: keep your online survey succinct, insure security and avoide ads.
While most people (67%) abandon online forms and never return, there’s hope. 20% of people who’ve abandoned surveys follow up with the company.
Perhaps the most surprising finding: more people (13%) prefer to fill out a physical copy of a form or survey than they do on mobile devices (3%). Despite the ubiquity of mobile devices, 84% of respondents say they prefer to complete online forms on a laptop or desktop.
