The Rising Expectations of Mobile
A new study is shedding light on the rising consumer expectations when it comes to a brand’s mobile presence, revealing consumer insights on everything from mobile email to mobile websites.
The 2014 Mobile Behavior Report from the ExactTarget Marketing Cloud, which is part of salesforce.com, found that 83 percent of consumers want a seamless experience across devices nowadays, yet 54 percent claim that mobile website content typically doesn’t offer enough information. Moreover, 48 percent of the study’s respondents say that they spend more time on mobile-optimized sites, while 37 percent say that they are more likely to make a purchase when brands have a mobile-optimized site.
"Consumers are using smartphones as the dashboard to their life, operating in a mobile-first world with a level of connectivity that is unprecedented," said Michael Lazerow, chief marketing officer, ExactTarget Marketing Cloud. “Today’s hyper-connected consumer requires companies to create personalized experiences and deliver value at each touchpoint to increase brand loyalty and drive sales.”
Additional insights from the study show that 84 percent of consumers who have signed up for emails from a brand over the past six months report making a purchase based on the messages they received from the brand, with 46 percent making a purchase through a mobile device. The study also found that 91 percent of smartphone users check email at least once a day, while 90 percent text, 76 percent use search and 75 percent use social. These stats prove the importance of delivering mobile-optimized email campaigns to subscribers, as the majority of consumers are opening their email messages on their smartphones and tablets in addition to desktops.