Marketers seem to be having some trouble understanding the customer’s mobile experience, but consumers seem quite ready to tell brands how they feel about an experience gone wrong. According to a survey conducted by Harris Interactive on behalf of SOASTA, about 9 in 10 Americans associate negative feelings with brands that have poorly performing mobile experiences. Most commonly, they feel annoyed (75%) and frustrated (69%), with some also expressing distrust (19%), anger (13%) and disrespect (12%) to the brand.
As has been seen in other pieces of research (see here, here and here), consumers unhappy with the mobile experience they encounter will take their business (visit?) elsewhere, thank you very much. According to the SOASTA results, among respondents who have a negative reaction when a mobile website takes too long to load, 28% would respond by heading to a competitor’s site (32% among men), and 18% would not return to the page.
While marketers tend to see the mobile experience as centering around issues such as site navigation and screen-sizing (see link above), consumers in this latest study say the most important features of a mobile site or app include:
- that it works whenever they need it (72%);
- that it is fast and has no waiting time (65%);
- that it performs as expected (62%);
- that it doesn’t crash (53%).
Clearly, those are broader concerns than the granular ones marketers are looking at, but the takeaway remains that consumers want efficient, functioning mobile experiences that don’t fail them.
About the Data: The survey was conducted online within the United States by Harris Interactive on behalf of SOASTA from June 7-11, 2013 among 2,046 adults ages 18 and older. The online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.