Actively encouraging online responses to a mixed-mode mail and web survey: a case of nudging anglers in Ontario, Canada

Little effort has focused on encouraging less costly, online responses within mixed-mode surveys. From an Ontario angler survey, this gap is addressed by applying a nudge (i.e., mail push to web) or control (i.e., providing a print questionnaire and return envelope) for the final mail contact. The nudge increased the share of online responses from the final contact by over 40% while only slightly decreasing (1.3%) the response rate. The nudge most heavily affected senior anglers (65-70 years old) who experienced a 58% increase in online responses but an 11% decrease to the response rate from the final contact. The increased response rate for the control came at a cost of about $25 and $4 (CAD 2021) per additional response for overall and senior anglers, respectively. Thus, the cost-effectiveness of the nudge depends on the population being targeted.