Advantages: Question layout is self contained in the app without the need for scrolling (horizontally) or zooming Can capture various types of data including GPS, Pictures and Video from within the App itself Orientation of the survey questions (presentation and completion) can be controlled Data collection can occur without the need for a persistent internet connection, which may reduce break-off related item nonresponse Page refresh rates/overall survey load times are not dependent upon the strength of the internet connection Specific survey content can be optimized to known operating system to reduce overall amount of data exchanged Can reliably deploy video/flash/image/audio content Automates data submission and can provide survey alerts/invitations Content pacing does not rely on strength of internet connection

Disadvantages: Requires development/deployment of potentially multiple app versions (i.e. one for each smartphone operating system) Requires the respondent to download/install an app on their smartphone Some data capture regarding GPS and other features may require additional permissions to be set by the user Cost of development/data capture/storage may be high for single use surveys Newer approach to data collection- users may have to receive some guidance on how the app works Number of available APPS on all marketplaces continues to rise- may have harder time with salience or may have to compete with “app clutter” Some question types may not be readily available in App toolkits- may require additional programming to implement non-standard question types