We’re happy to report we learned a lot from our survey. This post shares some of the highlights — a full report with all of the survey findings will be shared with Coop members in two weeks.
First, key numbers:
Since July, more than 1,752 Coop members visited the survey.
Of our respondents, 1,530 have completed it, which is almost 10% of the active Coop membership of approx. 16,000.
That’s an impressive percentage, from many angles. We hope it demonstrates that membership surveys could be conducted in a similar manner for future Coop questions.
Most members took the survey with a PC or laptop, 79%.
The completion rates for different devices paints an interesting picture.
Overall, those who started the survey completed it 89% of the time. The subset who took the survey on a smartphone completed it only 74% of the time. While that is noticeably fewer, keep in mind that great attention and focus is needed to complete the survey on a small screen.
The data suggest that it is harder to take the survey on a phone: those using a computer finished the survey in 6 minutes, 14 seconds. Those using a phone spent over a minute longer, at 7 minutes, 46 seconds.
The difficulty in answering questions, and typing comments, on a phone led to longer sessions and to more members who abandoned the effort.
What kind of members have been taking the Coop website survey? Let’s dig into the results.
Of the 1,530 active members who completed it the largest groups are on the Shopping (34%) and Receiving (19%) squads.
However other major responsibilities in the Coop like FTOP, Food Processing and the Office are represented as well.
Members taking the survey tend to be newer to the Coop, having joined in the last few years.
Survey takers have been members for an average of 7.6 years (with a median of 5 years).
This is slightly shorter tenure than for all members of the Coop, which is 8.2 years based on the 15,000+ currently active members (median of 6.1 years).
Those who have been members for 3 to 5 years were notably more likely to complete the survey (26% of survey takers vs 19% of all Members), while very long-term members (those active for 15 or more years) were less likely to fill it out (13% of survey takers vs 17% of all Members).
This may reflect the fact that newer members are more web-savvy and active, and have more interest in the Coop improving the website.
The Coop does not collect the ages or birth dates of its members, but many people in the Survey provided their ages to help us understand what they want from the Coop website. Almost 70% of members who took the survey provided ages.
The average age of these 924 members is 40.4 years.
56% are under the age of 40, and only 22% 50 or older. (The median age is 37 years.)
Our members joined the Coop for a variety of reasons.
The most important of these are the quality of the food, the low prices, the wide selection of organic products, and a desire to support the coop movement.
Most members (89%) report they use the Coop website, but they do not use it regularly.
11% percent say they never use it and another 41% use it only a few times a year. Just 9% report they visit the site weekly.
While the website is not heavily used, Coop members are generally active with social media. Facebook is regularly used by over three-quarters of our members, while Twitter and Instagram are used by over 40%. Almost a fifth of members regularly use Pinterest or Google +. Notably, only 13% report they do not use any of these social media.
Survey results on the feature Members want from the new website will be highlighted in a new blog post within the next week, and the full report will be available soon after.