The (Web) People Have Spoken
Brand loyalty is dead - at least when it comes to the mobile Web - according to a global report released by Netbiscuits, detailing the behaviors and attitudes of more than 6,000 consumers toward mobile.
The People's Web Report found that 91 percent of expectant consumers, particularly across the 18-34 age range have turned to a competitor site if they are left wanting from their mobile experience. In fact, over one third of all respondents said they often or very often head elsewhere if the experience is not what they are looking for.
As consumers get increasingly frustrated and impatient with poor mobile experiences, brands must analyze what their mobile website lacks and find ways to optimize the mobile Web to increase conversion and loyalty. According to the report, the major reasons for mobile Web disappointment, include websites being too slow (96 percent), with 95 percent claiming it was too difficult to enter information and the same number claiming they could not find what they were looking for on mobile websites.
The United States, however, fared best (when compared to India, Brazil and the UK) when it came to delivering a mobile experience to their visitors, but still 92 percent of mobile Web users in the U.S. have at some stage not been able to complete what they wanted to on their mobile device.
“This year’s People’s Web Report has confirmed that in addition to an increasingly complex mobile landscape, we are also seeing better informed, more demanding consumers who want to do more on the mobile Web and therefore are expecting more," said Daniel Weisbeck, CEO, Netbiscuits. "Mobile is evolving at an unprecedented speed, and this report is about getting to grips with the people whose behaviors and attitudes will ultimately influence the shape of tomorrow’s mobile Web and a brand's future.”