Consumers Not Happy with Mobile Web Sites
Web app company Gomez, Inc. released the findings of a study on consumer mobile web experiences today, and found that most of them aren’t happy with the performance of mobile web sites in general.
"While mobile users may accept sites that are ‘light’ on richness and small in form factor, they are evidently not willing to sacrifice performance," said Matt Poepsel, Gomez’s VP of Performance Strategies. "The mobile Web is all about convenience – the Web in your pocket -and slow mobile pages contradict that benefit. To avoid ongoing dissatisfaction and to capitalize on the mobile opportunity, businesses need to place mobile performance management squarely at the top of their to-do lists."
Look at a couple of the graphs Gomez included in its report:
Here are some additional findings:
– 2 out of 3 have encountered problems when accessing Web sites on their mobile phones in the last 12 months
– Slow load times were their number one issue, experienced by almost 75% of them
– Over half reported that the Web site content was either too large or small for the size of their mobile phone’s screen.
– 85% of consumers said they are only willing to retry a mobile Web site two times or less if it does not work initially
– Over half are unlikely to return to a Web site that they had trouble accessing from their phone, and
– 40% said they’d likely visit a competitor’s mobile Web site instead.
On a related note, a recent study from Placecast found that a lot of consumers would be interested in receiving opt-in alerts from their favorite brands. That’s something to think about. I emphasize the opt-in part.