Advantages: Graphic images can be sized and displayed in proper proportion to mobile web browser size resulting in a reduction in the total amount of data exchanged and faster page loads Next/Back buttons and other navigation tools can be explicitly visible on every page Horizontal scrolling can be more easily limited Number of questions appearing on a page can be explicitly controlled Question layout is optimized (to the extent possible) for particular mobile browsers and can take advantage of native features such as scroll wheels Streamlined survey completion via mobile browser

Disadvantages: Persistent internet connection needed to complete survey A server must generate each subsequent survey page (in its entirety) and data exchange occurs with each new page Longer surveys may be difficult to process due to the form factor and the internet lag Some data capture regarding GPS and other features may require additional permissions set by the user Cost of development may be slightly higher in order to develop and deploy a mobile browser specific version of the survey Can’t control the orientation of the screen used to complete the questionnaire Scrolling may be unavoidable if images or grids are used Requires beta testing on various platforms/mobile browsers Different smartphone operating systems may interpret the mark-up languages and survey formatting slightly differently than intended and these variations are often beyond the control of the survey designer. For example, Figure 2(b) illustrates the need to scroll horizontally for answer input using the Android Browser while Figure 2(a) shows no such scrolling required on an iPhone.