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

Latest Videos

More Videos

Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...

Hans Jensen

Explainer: What marketers need to know about cryptocurrency

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction. https://e-scraper.com/usefu...

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

Blog Posts

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

5 ways to turn imposter syndrome into confidence and conviction

Imposter syndrome. That feeling others will discover you are actually not as good as they expect, and at any point you will be exposed and ridiculed as a fraud. If you can relate to this, then you are not alone.

Rowena Millward

Author, consultant

Sign in