Do Young People Still Prefer the Web? Revisiting Predictors of Survey Mode Preference

Oregon Convention Center 

Survey researchers try to cater to sample members' mode preferences to increase response rates. Past research showed that mode familiarity and access were the strongest predictors of mode, with weaker effects for measures related to physical and cognitive demands, normative concerns, or personal safety concerns (Smyth et al. 2014). Multiple researchers have subsequently used predicted mode preference to tailor mode assignments, sometimes in adaptive or responsive designs (e.g., Coffey et al. 2019; Freedman et al. 2018; Jackson et al 2023). Much has changed in the 15+ years since the initial research was done that might change predictors of mode preference. In this paper, we use updated data collected in the 2022 Nebraska Annual Social Indicators Survey (n=1,455 RR2=18.2%) to reexamine predictors of survey mode preference. Initial analyses indicate that about 2% of Nebraska adults prefer interviewer-administered modes, 45% prefer mail, 35% prefer web on a computer, and 17% prefer mobile web. We also examine whether the mode preference models from 2022 predict mode selection in the 2023 administration of this cross-sectional omnibus survey. Practical implications will be discussed.

Data Collection

Nonresponse

Mixed-mode surveys

Mode preference 

Survey Research Methods Section