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

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Like we have been growing in technology since the first industrial revolution and never stopping but when it comes to businesses around t...

Bhooshan Shetty

Predicting the Future: Marketing science or marketing myth?

Read more

Was really informative. Customer retention is very important for companies as retaining customers are simpler compared to making new ones...

Bhooshan Shetty

Gartner survey: CMO spending hit by COVID-19

Read more

Couldn't agree more!The way AI and machine learning as evolved over these years, it has completely changed the look of marketing and cust...

Bhooshan Shetty

Marketing 2030 and the rise of the machines

Read more

JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

This article gave me a better understanding about content creation. I learned a lot like this website https://a2designlab.com/ also offer...

Ryota Miyagi

How Remedy is using digital marketing and commerce to drive conversion

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in