One thing is clear — the mobile web has crossed the chasm — to the benefit of organizations everywhere. According to The Nielsen Company web visitors using a mobile device increased from 42.5 million in July 2008 to 56.9 million in July 2009. Yet what are mobile users’ expectations and how do they characterize the current mobile web experience? To find out, Gomez, Inc. commissioned Equation Research to conduct a study of consumers’ mobile Internet usage and perceptions. The survey of 1001 mobile Web users found that mobile users have high expectations for mobile Web performance. Ultimately, the majority stated they expect Web sites to load as quickly, almost as quickly, or faster on their mobile phone, compared to their home or work computer. It also discovered that unsatisfactory mobile Web experiences not only have a negative impact on your revenue but increase your customer support costs and damage your brand equity.
Citation preview
1.WHY THE MOBILE WEB IS DISAPPOINTING END-USERS
A Study Of Consumers Mobile Web Experiences Conducted By Equation
Research On Behalf Of Gomez, Inc.
Fall 2009
2. Mobile users have high expectations for mobile Web
performance
3. 58% of mobile phone users expect websites to load as quickly,
almost as quickly or faster on their mobile phone, compared to the
computer they use at home*
*Among adults who accessed the internet with a mobile phone in the
past 12 months (n=1,001) Gomez Mobile Web Experience Survey
conducted by Equation Research
4. 60% of mobile web users have had a problem in the past year when
accessing a website on their phone*
*Among adults who accessed the internet with a mobile phone in the
past 12 months (n=1,001) Gomez Mobile Web Experience Survey
conducted by Equation Research
5. Slow load time was the number one issue, experienced by almost
75% of them*
*Among adults who accessed the internet with a mobile phone in the
past 12 months (n=602) Gomez Mobile Web Experience Survey conducted
by Equation Research
6. Followed by 51% who experienced a mobile site which crashed /
froze / received an error*
*Among adults who accessed the internet with a mobile phone in the
past 12 months (n=602) Gomez Mobile Web Experience Survey conducted
by Equation Research
7. A mobile service that is slow, or worse not functioning,
negatively impacts revenue, increases cost and damages brand
equity
8. 52% of consumers are unlikely to return to a website they had
trouble accessing from their phone*
*Among adults who accessed the internet with a mobile phone in the
past 12 months (n=1,001) Gomez Mobile Web Experience Survey
conducted by Equation Research
9. And 40% said theyd likely visit a competitors mobile website
instead*
*Among adults who accessed the internet with a mobile phone in the
past 12 months (n=1,001) Gomez Mobile Web Experience Survey
conducted by Equation Research
10. Do you know:
Is your website meeting mobile users expectations?
11. Are your third parties and vendors delivering the
performance and availability you expect? 12. Does your mobile site
perform and function as intended across the devices and networks
your customers use?
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