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Before You Dive Headfirst into Mobile, Know What Consumers Expect

Posted on 12.11.2014

Mobile has cemented itself as an e-commerce power player and businesses that have not already adapted to the all-important e-commerce channel must do so.

However, before they dive headfirst into the mobile channel businesses must understand what users want out of their mobile experience.

Comrade, a design and strategy agency, has released the findings from its new Mobile User Experience Research Report.

One of the many findings from the report illustrates the importance of having a well-rounded and complete mobile experience available for consumers. Comrade found that while 28 percent of users prefer to complete a task on their mobile browser 23 percent prefer to use a mobile app.

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Another interesting finding from the report demonstrates consumers’ desire for a more secure purchasing process. According to the report 56 percent of mobile users are willing to give up a simple mobile experience if it means a more secure mobile web experience.

The report also details mobiles intersection with CRMs, mobile payments and using mobile as a compliment to desktop e-commerce.

“Mobile is opening the door for designing new experiences that compliment a brand’s physical presence,” said Young Pham, chief strategy officer at Comrade. “The context of when, where, and what a customer is doing during their day allows companies to enhance a person’s interaction and customize device-specific experiences.”


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