Before You Dive Headfirst into Mobile, Know What Consumers Expect
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.
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.”