Marketing and mobile experiences: The new apocalypse for companies and brands
The Mayan prophecies, Nostradamus, and any other similar predictions are nothing to which it can mean to a company not being prepared before the “mobile warming”.
The penetration rate of smartphones continues to grow non-stop. In mid-2012 stood at 42.6%, up 17.5 points over 2010. A few months later, the figure had risen to 56%, as we mentioned a few months ago only. In the US penetration is already in 76% of the population. Almost all of us already carry one. And in just 4 years, the “mobile warming” will have as effect not the rise of the sea, but that the traffic of mobile Internet grows by 2,600%.
“It is not that catastrophic rise that must concern us but the missed opportunities to reach new customers and to be connected,” they comment from WompMobile.
Doctor, is there a cure for my evil? Well, there seems to be some fatalism. There seems to be no limit to the inevitable expansion of this disease. We can only work to prevent damages from being unavoidable, such as favoring our frustrated clients abandoning us to a bad or non-existent mobile experience.
And if there are doubts or seems too millenarian the warning, some data:
- 88% of searches on leisure or restoration, take place on a mobile device.
- Searches through mobile devices increased, only in the US. By 400% in the last year.
- There are more than 6 billion active mobile phones around the world.
- A bad mobile experience can be an “invitation” to go to more than 40% of our customers.
However, reality shows us that not a few companies seem to have problems understanding the customer’s mobile experience, and consumers are not willing to shut up and are more than willing to tell them what they think about a bad experience.
According to a survey conducted by Harris Interactive commissioned by SOASTA, about 9 of every Americans associate negative feelings with brands that have a poor mobile experience. In general, they feel annoyed (75%), frustrated (69%), some express distrust (19%), rage (13%) and even contempt (12%) towards the brand.
As we have seen on previous occasions, a poor mobile experience can end up causing the customer to switch to the competition or prefer to continue to buy in his physical store as always, missing out on the opportunity to attract you to our website online. According to SOASTA, when a page takes a long time to load, its typical reaction is that in 28% it will go to a competitor’s page (32% in the case of men), and 18% will not return to our page for long time,
While businesses tend to become obsessed with building the mobile experience around navigation and screen size, consumers in this latest study claim that the most important elements for a mobile page or an application should include:
- It works whenever it is needed (72%);
- Make it fast and do not waste your time (65%);
- That works as expected (62%);
- Do not interrupt (53%).
It is obvious that consumers want to have efficient mobile experiences that will not fail them, beyond the global concerns that companies may have in mind.