Why Mobile Users Expect a Better Experience

 
 
By Dennis McCafferty  |  Posted 03-01-2016 Email
 
 
 
 
 
 
 
 
 
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    Why Mobile Users Expect a Better Experience
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    Why Mobile Users Expect a Better Experience

    Consumers' mobile experience standards are becoming more refined, and they expect businesses to add more personalization while protecting their personal information.
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    Continuous Connectivity
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    Continuous Connectivity

    61% of survey respondents have a mobile device that's on and near them for eight or more hours a day.
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    Morning Routine
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    Morning Routine

    51% check their mobile device within an hour of waking up, and 20% say this is the first thing they do after waking up.
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    Inadequate Effort
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    Inadequate Effort

    60% do not feel that companies are meeting their expectations of a good mobile experience, citing gaps in user experience (24%), continuity (23%) and customer service (21%).
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    Important Impression
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    Important Impression

    76% say a positive mobile experience has an influence upon their loyalty to a brand at least "to some extent," with 39% saying the influence is "significant."
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    Buying Decision
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    Buying Decision

    80% view the mobile experience as a priority in deciding whether to make an online purchase, and 39% say it's a "high" priority.
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    Top Drivers of Positive Mobile Experiences
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    Top Drivers of Positive Mobile Experiences

    Convenience: 48%, Security: 46%, Speed: 42%, Customer service: 25%, User experience: 23%
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    Biggest Expectations of Mobile Users Over Next Three Years
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    Biggest Expectations of Mobile Users Over Next Three Years

    More personalized mobile apps/Websites: 35%, Faster payment methods: 33%, Enhanced ability to order on the move: 27%, Apps that more effectively adapt and react to user location: 25%
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    Sense of Place
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    Sense of Place

    62% of survey respondents say they'd be willing to be tracked or share their personal preferences to an extent, if it would make for a more personalized customer experience.
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    Safety First
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    Safety First

    84% would like to see additional security features incorporated into mobile apps/sites, including those addressing password login (52%), auto log-out (35%) and security questions (34%).
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    Most Commonly Used Mobile Functions
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    Most Commonly Used Mobile Functions

    Texts, SMS or instant messaging: 77%, Phone calls: 72%, Email: 62%, Social media: 40%
 

The majority of users say companies are falling short of expectations in providing a satisfactory mobile experience, according to a recent survey from Sitecore. Specifically, mobile consumers are looking for better overall user experiences, more continuity and improved customer service. The stakes are high, given that a positive mobile experience contributes greatly to brand loyalty and online purchase decisions. And, within the next three years, users will expect businesses to do an even better job in personalizing the mobile experience, while ensuring that their personal information is secure. "People expect businesses to design a thoughtful mobile experience that helps them go through their journey," said Brian Solis, analyst and author of the Sitecore ebook, Mobile is Eating the World. "They want businesses to understand their intent and design content, paths and outcomes that align with the context of each moment of truth. They don't want generic click paths, 1990s Websites, marketing-speak, gimmicks or friction." A total of 4,500 global consumers took part in the research, which was conducted by Vanson Bourne.

 
 
 
 
 
Dennis McCafferty is a freelance writer for Baseline Magazine.

 
 
 
 
 
 

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