Survey: Mobile users need speed
According to a global survey from Adobe, overall satisfaction on mobile app and mobile browser experiences with retailers was just under 50 percent.
The survey of 4,000 consumers spread equally across the U.S., U.K., France and Germany found consumers in each region spent the majority of their time reviewing online promotions, using keyword searches, and researching product and price information. This is especially true for so-called mobile elites, Millennials and Gen X consumers, who rely more heavily on reviews than older generations.
To better gauge where consumers place the bar for experience, Adobe asked survey respondents to rate how important several elements are to their overall mobile app and website experiences such as digital coupons, price checking, convenience, achieving goals in a few steps and personalized content. The majority of consumers, including 71 percent of U.S. mobile elites, rated convenience as the most important element to their mobile app experience, with Germany as the exception.
"Highly detailed product pages and multiple layers of navigation may seem important to companies, but these practices only serve to frustrate today’s consumers who expect lightning-fast results," wrote Adobe in the report.
Price checking and receiving digital coupons were also rated as important. Interestingly, personalized content rates the least important to shoppers in all four countries.
Adobe said personalization can still be a differentiating factor in a price-driven retail marketplace. As an example, product recommendations or coupons based on purchase history, interests, or even location can increase the convenience factor for consumers. Still, Adobe said its findings indicate, "Consumers desire all the perks of a convenient mobile shopping experience and a guarantee from marketers that there is clear value in offering up their personal information."
Overall, the survey found the top retail activities smartphone users did at least once a week were:
- Receiving online promotions, specials or coupons: 60 percent;
- Researching specific product and price information, 55 percent;
- Using keywords for products, 53 percent;
- Checking order status, 51 percent;
- Comparing product and price by different retailers, 50 percent;
- Registering online for offers and promotions using your mobile device, 46 percent;
- Checking in-store features, 45 percent;
- Reading customer information with friends, 43 percent;
- Sharing product information with friends, 43 percent;
- Purchasing a product using your mobile device, 41 percent;
- Viewing visual information, 40 percent.
- Mastering the Complexity of Mobile with Simplicity: 2015 Adobe Mobile Consumer Survey Results – Adobe
What are the biggest frustrations in the mobile shopping experience? What should near-term and longer-term strategies be for improving the mobile experience?