Advantages: Can capture various types of data including GPS, Pictures and Video using JavaScript to activate these smartphone features Portions of the online layout can be “preloaded” and do not need to be reloaded with each new screen (e.g. back/next buttons) Placement of navigation bar can be controlled and can be made “persistent” (i.e. will not require reloading the entire ribbon on each page) Data collection can occur without the need for a persistent internet connection, but will require additional JavaScript programming Page refresh rates/overall survey load times will generally be shorter compared to Active Web Browser approach No internet web address bar is present after the survey begins- the survey is “encased” in what appears to be an App potentially increasing available screen size Can take advantage of the smartphone’s native features including loading wheel, spinners and slider bars Survey presentation is more uniform across smartphone operating systems Graphic images can be optimized and scaled for mobile browsers Can control questionnaire layout and suggested page orientation

Disadvantages: Requires additional JavaScript programming to make survey web pages “active” rather than dynamic Limited number of pre-programmed survey question/response formats available Approach will not be optimal for non-touchscreen smartphones. Initial (i.e. first page) amount of data exchanged on the introduction/welcome page will generally be higher compared to the A-MBS approach. Cannot explicitly control the orientation of the survey (i.e. landscape or portrait) If JavaScript is disabled on a respondent’s smartphone, then some functionality will not work (e.g. older Blackberry devices) Some data capture regarding GPS and other features may require additional permissions to be set by the user Approach is not currently prepackaged or part of survey software.