Why Mobile Users Expect a Better Experience
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.
Continuous Connectivity
61% of survey respondents have a mobile device that’s on and near them for eight or more hours a day.
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.
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%).
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.”
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.
Top Drivers of Positive Mobile Experiences
Convenience: 48%, Security: 46%, Speed: 42%, Customer service: 25%, User experience: 23%
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%
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.
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%).
Most Commonly Used Mobile Functions
Texts, SMS or instant messaging: 77%, Phone calls: 72%, Email: 62%, Social media: 40%