Research

13 stunning stats about customer surveys

13 stunning stats about customer surveys

It has become impossible to avoid customer surveys.

Hoping to improve customer experience, companies clog people’s email inboxes with customer satisfaction surveys asking about their latest store visit or online transaction. Robocalls continue to nag people, often during dinner time. Even social media is not immune, as some of the largest social networks have recently rolled out poll capabilities for users.

The ubiquity of customer surveys is certainly not a reflection of their popularity among recipients. As the following stats show (and as we revealed in our ebook No Spam Surveys), people are weary of customer surveys—especially uninvited, ad hoc and unnecessarily lengthy surveys.

Here are 13 stats you need to know about the pervasive customer survey.

  1. Seventy-two (72) percent of customers said surveys interfere with their experience of a website, according to OpinionLab. (TWEET THIS STAT)
  2. The same study found that 80 percent of customers have abandoned a survey halfway through. (TWEET THIS STAT)
  3. Furthermore, 52 percent said they would not spend more than three minutes filling out a survey. (TWEET THIS STAT)
  4. In 2012, the Pew Research Center saw a response rate of just nine percent—a steep decline from 1997’s 36 percent. (TWEET THIS STAT)
  5. As of 2012, the e-survey company Mindshare Technologies said it completes more than 60 million surveys annually. (TWEET THIS STAT)
  6. By the 20-minute mark within a survey, the quality of data and the attention of respondents greatly diminish, according to the market research firm SSI. (TWEET THIS STAT)
  7. Sixty-eight (68) percent of market researchers who participated in the Greenbook Research Industry Trends report said they use mobile surveys to engage customers. (TWEET THIS STAT)
  8. A 2013 GreenBook study claims that 19 percent of all online surveys globally are taken on a mobile device. (TWEET THIS STAT)
  9. iOS is the most common platform for mobile survey-takers, with 33 percent using this operating system. (TWEET THIS STAT)
  10. In 2015, Pew Research revealed that 27 percent of respondents completed their most recent survey on a smartphone. (TWEET THIS STAT)
  11. About 8 percent of people used a tablet device to complete their most recent survey, according to Pew. (TWEET THIS STAT)
  12. A Vision Critical study found that 86 percent of customers are more likely to participate in a survey to make a difference in the world. (TWEET THIS STAT)
  13. The same study found that 87 percent of survey-takers want to have a say in a company’s future products and services. (TWEET THIS STAT)

Conclusion

These stats show that the traditional customer survey has lost its usefulness.

To gain quality customer intelligence—the kind that can provide businesses with the insight to make confident decisions—companies must find more engaging ways of talking and listening to their customers. Enabling a two-way conversation with customers is a necessary first step in ending the tyranny of spam surveys.

No Spam Surveys - an ebook about customer surveys from Vision Critical



  • SwissPeaks

    Some very insightful statistics here, love reading these. Thanks for sharing!

    – SwissPeaks

  • Kelvin ,

    This is good info. The stats that you provided were s little surprising, but we totally get it. Our time is very valuable and spending 15 or 20 minutes on a survey just seems outrageous. I was just about to send out a quick broadcast to my email list with an embedded survey. To be honest, we don’t get a huge response rate with even tiny surveys, but for the people who do take the time to fill them out there ends up being a huge connection. We are able to understand their needs and ultimately our conversion rate is higher among these people. I know these stats are focused on much larger companies, but the info was insightful even for smaller business like us! Thanks for the content….and we will be tweeting number 12!

    Thanks!
    Dejon, Aria & Sonya (Team Transformation)

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