Who prefers smartphone surveys? Revisiting predictors of survey mode preference

Abstract Survey researchers attempt to anticipate sample members’ preferred mode for participation to increase response rates and reduce survey costs. Research conducted in the early 2000s showed that mode familiarity, mode access, and cognitive and physical abilities predicted mode preferences. Much has changed in technology and communication methods since this initial work. This paper reexamines predictors of survey mode preferences using a general population mixed-mode survey conducted in 2022 and extends these models to examine preferences for taking surveys on computers vs. mobile devices. In the survey examined here, we find that about 2% of adults prefer interviewer-administered modes, 47% prefer mail, 34% prefer computer web, and 16% prefer mobile web. Mode familiarity, and cognitive and physical abilities are strong predictors of mode preferences, as well as having a smartphone. Importantly, the mode preference models differentiate between selection of mail and web modes (mode choice) and are transportable to other surveys, predicting mode choice in a separate study where mode preferences were not asked. Mode preferences can be used to design surveys to be attractive to different respondent groups, including in adaptive and responsive designs.