Brands Fall Short on Consumer Expectations for Mobile Experiences

Thirty-three percent of consumers never purchase from a brand again after an unsatisfactory experience on mobile, according to a new consumer study from experience management software solution Sitecore.

When mobile expectations are not met, according to the study, an overwhelming 93 percent of those surveyed take immediate action, with 33 percent never purchasing from the brand again. Alternatively, when a good mobile experience is achieved, 76 percent report that it has an influence on their loyalty to a brand. 

Six in ten consumers do not feel that their mobile experience expectations are completely met. Three top areas of concern include user experience where only 24 percent are completely satisfied, only 23 percent feel that there is continuity between the mobile and Web experiences and just 21 percent think they are getting adequate customer service.

The research reveals that brands need to be able to build trust more quickly with consumers, where they are reassured about security, convenience and speed, and by helping consumers understand the importance of secure logins, strong passwords and features like auto-logout, etc. 

While the research confirms brands need to focus on improving mobile experiences in real-time, brands must also implement a flexible strategy and anticipate consumer expectations to evolve over time. Two-thirds of those surveyed admitted their expectations and requirements as a customer will change within the next three years. 

"The number of customers consuming content on their mobile devices has grown 41 percent compared to just one percent on the desktop," said Scott Anderson, CMO, Sitecore. "The Vanson Bourne research reveals vast unmet consumer expectations and a very real need, in terms of loyalty and sales, for businesses to close the gap between consumer expectations and what brands deliver today."

"People expect businesses to design a thoughtful mobile experience that helps them go through their journey. They want businesses to understand their intent and design content, paths, and outcomes that align with the context of each moment of truth. They don't want generic click paths, 1990's websites, marketing-speak, gimmicks, or friction," said Brian Solis, analyst and author of the Sitecore ebook, Mobile is Eating the World.