Using iTunes as a novel incentive for college students participating in a web-based follow-up survey

Introduction: Web-based research is often limited by low response rates, compounded by the challenge of providing appropriate incentives. Downloadable songs, iTunes, may be an appealing incentive for web-based research.

Methods: A web-based post-test was conducted as part of an evaluation of a peer education program at the University of Alabama at Birmingham. Students were invited by email one month after attending a workshop to complete a web-based assessment (n=144). Respondents were initially offered two iTunes as an incentive (value $1.98). The iTunes were later increased to four (value $3.96). At least three email reminders were sent to non-responders.

Results: Use of iTunes incentives increased response rates to the web-based survey. Doubling the incentive from two to four iTunes significantly decreased attrition. Of respondents only offered two iTunes (n=62), 18% completed the survey. When the incentive was increased to four iTunes, 26% of those who had not previously responded to the invitation for two iTunes (n=51) completed the survey. Of respondents who were only offered four iTunes (n=44), 57% completed the survey. The overall response rate was 51%.

Conclusion: Incremental increases in incentives from two to four iTunes significantly improved response rates. Determining the acceptable level of iTunes incentives among college students has the potential to impact high attrition rates and provide researchers with cost-effective incentive alternatives. The use of iTunes could become a mainstream incentive in web-based research with adolescents and young adults.