Brands risk losing customers from poor mobile experience

by Foolproof

Our new mobile user experience study, Going Mobile, reveals the extent to which the quality of mobile interactions are driving the overall brand perceptions of today’s consumer.

The in-depth quantitative and ethnographic research programme also highlights how a poor mobile experience can often deter customers from any further engagement with a brand.

  • 47% of smart phone users stated that they have ceased dealing with a brand completely as a direct result of its mobile service or app not being good enough.
  • When asked to choose words to describe a company which designs or offers a poor mobile app or service, 38% stated ‘unprofessional’; 36% ‘poorly-managed’; and 35% ‘out of touch with their customers’.

Mobile devices are redefining how consumers organise their lives by opening up new times and spaces in their busy days. Consumers are now able to bank, shop, research and gamble on the move which, for brands, has opened-up new ways to connect with their customers.

Winners of this new space will be smart brands with a customer-centric vision for mobile, said Foolproof. However, these increased opportunities will be hard-earned:

  • 81% of people stated that a mobile service or app has to make a strong first impression if they are to continue using it,
  • 73% felt that an app or mobile service didn’t deserve their loyalty if it failed to meet their needs.

“Mobile devices are changing how consumers think, feel and act. From shopping and banking to gaming, media and entertainment, mobile is creating valuable opportunities to engage with consumers in new ways, at new times, and in new places.

From this research, we have seen how established brands are struggling to fill these new spaces in consumers’ lives and how the need for innovation in mobile product and service design has become a strategic issue for protecting and growing market share.

But we now know that customer engagement with a mobile platform is fragile. Retailers should be mindful that they may only have one chance to get it right with mobile users, before they default to better-performing competitors.” Caroline Ahmed, Head of Practice and Insight.

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