Who Is Responding to Online Surveys in South Africa?

The demographics of online survey respondents in South Africa can vary greatly depending on the type of survey, the subject, and the target audience. However, generally speaking, online surveys tend to attract a wide range of participants due to their ease of access and convenience.

What Is the Profile of Respondents?

Based on general demographic data and internet usage surveys in South Africa, it can be said that a large part of the online survey respondents are likely:

Young Adults and Adults: Young adults are the most active group online and therefore more likely to participate in online surveys. However, digital inclusion is growing among older South Africans, and this group may also be represented.
Urban Residents: Most internet users in South Africa are concentrated in urban areas where internet access is more widespread. Nonetheless, internet usage is increasing in rural areas as well.
Economically Active Individuals: Many online surveys target economically active people, as these individuals often have a greater interest in participating in paid surveys or surveys related to the products and services they use.
Men and Women: Both genders are represented among online survey respondents. The gender distribution can vary depending on the survey topic.

Where Do Survey Respondents Come From?

Survey respondents can come from various sources, depending on the nature of the survey and the desired target audience. Here are some of the most common sources:

Online Survey Panels

Many companies maintain large panels of people willing to participate in online surveys. These individuals typically sign up to participate and provide basic demographic information. When a survey is launched, the company can select a subset of panel members that match the desired demographic profile.

Non-Traditional Sample Providers

Many respondents now come from non-traditional sample providers, such as website publishers, rewards or loyalty programs, games, apps, or other online communities. These respondents often access surveys through their mobile devices and may have different expectations and familiarity with surveys.

Existing Customers

If a company is conducting market research to get feedback on its products or services, it may send the survey directly to its existing customer base.

Social Media

Surveys can also be promoted on social media platforms like Facebook, Twitter, and LinkedIn, which can be especially useful for reaching a broader audience or a specific demographic group.

Partnerships with Other Companies

Some companies partner with other businesses to access their customers or users. For instance, a market research company might partner with an online retailer to send surveys to the retailer’s customers after a purchase.

Rewards or Loyalty Programs

Some websites or programs offer rewards, such as loyalty points or gift vouchers, to people who complete surveys.

Email Lists or Newsletter Subscribers

Companies can send surveys to people who have signed up to receive email communications.

The Needs of Mobile Survey Respondents

It is important to consider the needs of mobile respondents to ensure that your survey is feasible. Mobile respondents tend to be younger and more likely to be female. They also adopt new technologies more readily, regardless of age. Thus, surveys that are not optimized for mobile devices may inadvertently skew results by excluding these populations.

How to Adapt Market Research for Mobile Respondents?

Increasing the response rate to mobile surveys requires careful consideration of survey design and an understanding of mobile user behavior. Here are some tips to improve mobile survey response rates:

Responsive Design: Ensure your surveys are fully responsive, adjusting to fit the user’s device screen, whether it’s a smartphone, tablet, or desktop.
Simplify Design: A clean and simple design is more effective on smaller screens. Avoid complex questions or those that require a long time to answer. Keep questions short and direct.
Microsurveys: Consider conducting very short surveys designed to be completed in a few minutes. This respects the user’s time and increases the likelihood of survey completion.
Personalize Surveys: Personalized surveys tend to achieve higher response rates. Use known respondent information to tailor questions whenever possible.
Leverage Mobile Technology: Use the unique capabilities of mobile devices, such as geolocation, to make surveys more interactive and engaging.
Avoid Downloads: Make your survey accessible through a mobile browser to avoid requiring users to download an app.
Incentivize Participation: Offer incentives for completing the survey, such as rewards, discounts, or access to exclusive content. This can be particularly effective for longer surveys.
Test the Survey: Before launching, test your survey on various devices and screen sizes to ensure it is user-friendly and free of technical issues.

Adapting market research surveys for mobile devices is crucial for reaching a broader audience and achieving a higher response rate. However, the quality of questions and the value the survey offers respondents are the most important factors for success.

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