Many mobile users are unsatisfied with the mobile Web experience: 18% of smartphone users say their recent mobile browsing experiences have been frustrating and 70% describe their experiences as "just OK," according to a new survey from Modapt and Morrissey & Company.
Such dissatisfaction appears to affect banner ad performance: 92% of surveyed smartphone owners say they are less likely to click on a banner ad via mobile browser than desktop browser.
Below, additional findings from a survey of mobile users (95% reported using a smartphone) jointly issued by Modapt and Morrissey & Company.
Navigating websites (40%) and slow downloads (40%) are the biggest challenges among smartphone users, followed by information that's hard to read or find (20%):
Smartphone users rely on their devices most for finding information about businesses (31%) and destinations (30%), but visiting social media sites is the biggest draw for roughly 20% of mobile audiences:
But few smartphone users make purchases via mobile device often (4%) or even sometimes (20%).
Nearly one-half (48%) of smartphone users never make purchases via mobile.
Not surprisingly, fully one-half (50%) of smartphone users say they feel less secure about paying for something via mobile browser than desktop browser.
Other key findings:
- Though 38% of mobile users say their employer relies on its website for business transactions, only one-third say their websites look good (22%) or excellent (9%)on a mobile device.
- Only 15% of mobile users say their employer publishes a smartphone app.
About the data: Findings are from a survey of 150 mobile phone users in July 2011, conducted jointly by Modapt Inc. and Morrissey & Company. Some 95% of respondents reported using a smartphone; all were highly qualified mobile users, according to the data provider, including IT knowledge workers and members of academia.
Oh, boy. The dreaded sign up form.
Before you run for the hills, we wanted to let you know that MarketingProfs has thousands of marketing resources, including this one (yes, the one behind this sign up form), entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.