Convenience, security and speed are the most important elements of a good mobile experience, finds Sitecore in a survey conducted by Vanson Bourne among 4,500 mobile-owning adults across 11 countries. Much-discussed topics such as personalization and social interaction, by comparison, are of far lesser importance to consumers, per the study.
That aligns with research released last year by Limelight Networks, in which respondents judged a site’s performance (such as speed) as being of more importance to the overall website experience than personalized content.
However, asked how their mobile experience expectations will change over the next 3 years, respondents pointed first to mobile apps and websites being more personalized. Other factors that should increase in importance include faster payment methods, ordering “on the move” with faster delivery, and mobile apps/sites that can adapt and react to location.
An accompanying survey of 450 brand marketers from enterprise organizations reveals that they are more confident than consumers that they are meeting mobile experience expectations. The analysis looked at the 9 elements of a mobile experience and asked those who identified each as important to say whether or not those expectations are being completely met by brands. The biggest disconnect appears to be for security, for which marketers were twice as likely as consumers to believe they’re completely meeting consumers’ expectations (57% vs. 28%). Similar gaps were observed in perceptions of meeting consumers’ expectations in continuity across web and mobile platforms and in customer service.
The study notes that failure to meet consumers’ expectations can result in lost business. Among those respondents whose expectations aren’t being completely met, 45% said they would respond to their dissatisfaction by making a complaint, while 39% would purchase from an alternative brand on that occasion and 33% would never purchase from the brand again.
About the Data: Sitecore describes its methodology in part as follows:
Sitecore commissioned independent technology market research specialist Vanson Bourne to undertake the research upon which this report is based. Breakdown: 4,500 consumers and 450 marketing decision makers were interviewed in January/February 2016. Consumer respondents were aged 18 years and above and all owned or used a mobile device (e.g., smartphone, tablet, e-reader or smart watch). Marketing decision makers (or “brand respondents”) were from brands of more than 1,000 employees from any public or private sector, with a particular focus on five core sectors: consumer packaged goods, healthcare, government, manufacturing/ construction, and retail…
Interviews were conducted using a mixture of online and telephone interviewing using a rigorous multi- level screening process to ensure that only suitable candidates were given the opportunity to participate…”
The survey samples were drawn from 11 countries: US; Canada; UK; France; Germany; Denmark; Norway; Sweden; Japan; Australia; and New Zealand. There were at least 300 consumer respondents and 30 brand respondents in each country.