How to Survey Young Consumers: Best Practices for 2025
Published: April, 2025
Engaging young consumers in survey research requires a deep understanding of their preferences, motivations, and barriers. Our recent research reveals that 71% of 15-27 y.o. have never been a part of a survey panel, presenting market research professionals with the challenge of reaching and engaging this demographic for consumer insight studies. This article highlights crucial trends that researchers must consider when designing surveys for young consumers.
The Dominance of Mobile Surveys
Mobile devices have become the go-to platform for survey participation among young people, with an overwhelming 78% of respondents preferring to answer surveys on their mobile phones or tablets. This trend highlights the need for mobile-friendly survey designs with seamless user experiences.
While mobile dominates, some respondents still prefer alternative methods. 12% of young people prefer to take surveys on a computer, which may be due to the convenience of a larger screen or a preference for typing on a keyboard. However, traditional survey methods such as paper-based questionnaires (5%), in-person interviews (4%), or phone calls (2%) are the least favored.
Preferred Response Methods for Surveys
Graph: Opeepl Youth Pulse Study, Wave 3 (September 2024)
Preferred Contact Methods for Surveys
When asked about their preferred method for receiving surveys, young consumers ranked them as follows:
42% prefer to receive surveys via mobile apps.
26% opt for email invitations.
18% would like to be invited through social media platforms.
18% prefer to receive surveys via online communities.
For higher engagement, survey invitations should prioritise mobile apps and email outreach while incorporating social media for broader reach. By using multiple channels, survey organisers can ensure broader participation and a more diverse pool of responses.
Key Motivators for Participation
Understanding what drives young consumers to take surveys is essential for improving response rates. According to the research, 41% decide whether to participate in a survey based on the incentive offered. Survey length matters to 24%, while 23% consider the topic's relevance before deciding to engage. Ensuring surveys are not only rewarding but also relevant and concise will enhance completion rates.
Motivators for Participating in a Survey
Graph: Opeepl Youth Pulse Study, Wave 3 (September 2024)
The Most Wanted Survey Incentives
In-app rewards, such as in-game currency, are the most desired survey incentive for young respondents, with 51% citing them as their top preference. Redeemable points appeal to 19%, followed by gift cards at 14% and sweepstakes or prize opportunities at 11%.
In contrast, charitable donations made in the respondent’s name are the least motivating, with only 5% finding them appealing. This suggests that financial or tangible rewards hold greater value for younger audiences compared to altruistic incentives.
Optimal Survey Length and Compensation
Survey length is a critical factor influencing participation rates, as 47% of young respondents believe surveys should take less than 5 minutes to complete. An overwhelming 88% prefer surveys under 10 minutes, while only 12% are willing to engage in surveys longer than 10 minutes.
Additionally, compensation expectations increase with age - while a $2.40 incentive may be sufficient for younger respondents aged 15-19, those aged 25-27 expect at least $2.81. However, for 24% of respondents, compensation is not the primary deciding factor in survey participation.
This indicates that while monetary incentives are important, other factors such as relevance and ease of completion also contribute significantly to survey engagement.
Optimal Amount of Time for Completing a Survey
Graph: Opeepl Youth Pulse Study, Wave 3 (September 2024)
Barriers to Survey Participation
Despite their digital fluency, young consumers have clear obstacles when it comes to taking part in surveys. The major obstacle is time commitment, with 31% citing it as a barrier. Privacy and data security concerns follow closely behind at 29%, while 15% feel overwhelmed by excessive notifications and follow-ups. Additionally, another 15% believe the offered incentives are not meaningful enough to justify participation. These findings highlight the need for concise, privacy-conscious, and well-rewarded survey experiences that align with youth expectations.
Barriers to Participate in a Survey
Graph: Opeepl Youth Pulse Study, Wave 3 (September 2024)
Gender and Country-Specific Insights for Survey Participation
Survey participation barriers vary across gender and geography. Males tend to be more concerned about time commitment, while females prioritise privacy and data security. Regardless of gender, a lack of incentives and excessive follow-ups deter participation across the board.
Regional differences also play a role in survey reluctance. Youth in Germany and France are most deterred by time commitment, while Spanish and Italian participants are more worried about privacy and data security. In the UK, both concerns hold equal weight, indicating that survey strategies should be tailored to address the specific priorities of different demographics.
Conclusion: Crafting Youth-Friendly Surveys
To ensure high engagement and response rates among youth:
Prioritise mobile-friendly survey formats
Use mobile apps and email as primary distribution channels
Offer relevant incentives such as in-app rewards and redeemable points
Keep surveys short and to the point (under 10 minutes)
Address privacy and security concerns transparently
By implementing these strategies, organisations can create surveys that not only capture valuable insights but also respect the preferences and expectations of young respondents.
Guide to Conducting Market Research Among Youth: Best Practices
Our recent research reveals that 71% of 15-27 y.o. have never been a part of a survey panel, presenting market research professionals with the challenge of reaching and engaging this demographic for consumer insight studies. In this guide, you’ll learn about the best practices for engaging youth in consumer surveys.