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Why the Mobile Web is Disappointing End-Users
A study of consumers’ mobile web experiences conducted by Equation Research on behalf of Gomez, Inc.
WHITEPAPER
WHITEPAPER
— WHY THE MOBILE WEB IS DISAPPOINTING END-USERS 2
Executive Summary
The mobile web is growing at an unprecedented rate. According to The Nielsen Companyweb visitors using a mobile device increased rom 42.5 million in July 2008 to 56.9 million inJuly 2009. Due to the increased adoption, aster networks and more capable mobile devices,businesses recognize substantial value and opportunity rom the mobile web.Facebook currently has more than 65 million active mobile users — a staggering increaserom just 20 million eight months ago.
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And the impact o the mobile web is not only elt bythe media and entertainment industry. People are starting to use their mobile phones oreverything rom checking their bank balances to buying a $350,000 Lamborghini.
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Accordingto eBay President/CEO John Donahoe eBay’s mobile sales volume is growing in the doubledigits every month with eBay’s iPhone application having generated a phenomenal $400million since its launch in summer 2008.
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One thing is clear — the mobile web has crossed the chasm — to the benet o organizationseverywhere. Yet what are mobile users’ expectations and how do they characterize thecurrent mobile web experience? To nd out, Gomez, Inc. commissioned Equation Research to conduct a study o consumers’mobile Internet usage and perceptions. Interviews o 1001 mobile web users were conductedbetween September 16 – 21, 2009.
Key Findings
Mobile users have high expectations or mobile Web perormance. Survey respondentsoverwhelmingly stated that i perormance were better, they would access the mobile Webar more oten. Ultimately, the majority stated they expect Websites to load as quickly, almostas quickly, or aster on their mobile phone, compared to their home or work computer. The survey revealed how unsatisactory mobile Web experiences can negatively shape aconsumer’s opinion o an organization. It also discovered that mobile Web users do not havemuch patience or retrying a website that is slow or not unctioning. In the survey:
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Two out o three have encountered problems when accessing websites on theirmobile phones in the last 12 months — with slow load time the number one issue
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More than hal are unlikely to return to a Website that they had trouble accessingrom their phone, and
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40 percent said they’d likely visit a competitor’s mobile website instead.
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http://blog.acebook.com/blog.php?post=129875017130
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http://www.mobilemarketer.com/cms/news/commerce/4248.html
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http://www.mobilemarketer.com/cms/news/commerce/4248.html
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Mobile Users’ Expectations Are High
Mobile Internet users expect a web-browsing experience on their phone that’scomparable to what they get on a home computer
The majority o mobile phone users expect websites to load as quickly, almost as quickly oraster on their mobile phone, compared to the computer they use at home. And those aged35 – 44 are most likely to expect sites to load just as quickly or aster on their mobile phones.
Speed is crucial when accessing a website rom a mobile phone
Ultimately, the majority stated they expect websites to load as quickly, almost as quicklyor aster on their mobile phone, compared to their home or work computer. But in themeantime, hal o mobile web users are willing to wait only 6-10 seconds or less or a webpage to load on their phone beore giving up, and only one in ve is willing to wait morethan 20 seconds.
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— Web page load expectation — mobile vs.Home/laptop computer
Fig 2
— Amount o timewilling to wait or awebsite to load on amobile phone
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