The mobile user experience, a challenge for companies and brands

The mobile user experience, a challenge for companies and brands

Mobile users have shown more patience than expected. Although the average load time of a mobile web should be around 5 seconds, the new SOASTA study indicates that 76% of users would double this time, waiting up to 10 seconds to see the content of the web on their smartphone.

The report, called Website and Mobile App Report, highlights that once the page is loaded, the main challenge to maintain customer care should be the quality of the user experience. According to SOASTA data, a poor mobile experience has a direct negative impact on the brand. 88% acknowledge that deficiencies in the mobile web cause “negative feelings” towards the brand, causing anger (66%), frustration (61%) and distrust of the brand (17%).

The mobile user experience, a challenge for companies and brandsIn addition, this seriously damages the turnover. 28% of the respondents recognized that if the web does not work correctly through the mobile would be directed to the web of the competition, while 27% distrust the brand. Fortunately for brands, not all customers judge a priori to the web, but 62% blame the device or the network, in case the page takes too long to load. Hence they give a wider margin to the time of loading, which aggravates the consequences if, once loaded, the web is not optimized: the waiting time has been in vain.

The study highlights the importance of retailers being especially concerned about offering a good mobile experience to their users. The report published in April by Accenture pointed out that 49% of customers demanded an integrated experience across all channels. It is important to note that for them there is no such barrier between online and offline, between mobile devices or desktop; For brands should be the same.

The vast majority of online stores are not yet optimized for mobile devices

According to the latest figures distributed by TransFirst and ControlScan, almost half (49%) of e-commerce stores are perfectly aware that their web pages are not optimized for use in mobility and 17% do not even know if their pages are Or are not optimized. To further aggravate the situation, for both clients and small businesses, only 37% are currently working on their optimization (15%) or considering optimizing it in the next year (22%).

Mobile experience is critical to business success

A recent IBM study reveals the CMOs and those responsible for e-commerce in many companies recognize that mobility is a critical element in achieving the goals of their business. In fact, two-thirds of these professionals recognize that they lack the necessary knowledge to understand the mobile user’s experience to add another truly devastating data; 89% of customers opting to switch providers after a poor experience.

Consumers demand web pages optimized for mobile

According to a survey conducted by Kentico Digital, 85% of smartphone owners use their mobile devices to compare information about companies, products and prices before making a purchase. But when the time comes for the purchase, the price is not the only thing that is taken into account.

In this sense, the data reveal that three-quarters of tablet and smartphone owners say that the company’s mobile web also has a relevant role at the time of making the purchase. When the customer reaches the website and finds that they are not optimized for mobile, 44% of tablet and smartphone users say they will never return to that page, and 52% would return very rarely. Obviously, counting on making a website suitable for mobility is highly important.

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