Report: Customers won't forgive a bad mobile experience

Companies are falling well below par when it comes to delivering a satisfying mobile experience for customers, a new study reports

Mobile is quickly emerging as a vital component for ecommerce, but despite its growing use, companies are failing to deliver a truly satisfying mobile customer experience, a new study claims.

Released by software company, LogMeIn, and research firm, Vanson Bourne, the Effective Mobile Engagement Report 2016 surveyed 8000 consumers including 1000 in Australia and New Zealand and found mobile is quickly emerging as a vital component for ecommerce. Respondents reported 18 per cent of all of their purchases in the last year were made on mobile devices, with 72 per cent of consumers making at least one purchase via their mobile device in the last year.

Despite these trends, the report revealed only 52 per cent of respondents globally are satisfied with their last mobile engagement with a business. A staggering 91 per cent said it was unlikely they would do business with a company following a bad mobile experience and 38 per cent of consumers reported having left a website in the last four weeks due to difficulties finding support contact information.

When looking for product or service information, 45 per cent reported giving up within a minute of their search and 63 per cent admitted they used a search engine to get answers to questions over a company’s website or app.

More than two-thirds had also abandoned a mobile experience because it was too difficult to initiate contact with the company and 93 per cent wanted a way to contact a real person during a mobile experience.

“There are more ways than ever for companies to engage with customers and mobile is a vital part of a company’s ecommerce success, LogMeIn's vice-president of product marketing for customer engagement and support, Dave Campbell, said.

“Customers expect a seamless experience and access to information across all of the channels and devices they use. While not meeting these demands can come with an enormous price tag, a good mobile experience can create a competitive differentiator, drive revenue, and turn prospects into loyal customers.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in