Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

A new report investigating consumer opinions of mobile commerce has found that there is still aperception that the mobile web offers a poor user experience.More than a third (37%) of respondents in the EPiServer survey agreed that many mobile websites aredifficult to navigate, an increase from 32% in 2011.The survey also found that consumers are increasingly unforgiving of mobile sites and apps that aren‘tup to scratch.Almost half of respondents (47%) claim that if an app is hard to use they will stop using or delete itcompared to 41% in the previous survey.People apparently have slightly more patience with mobile sites, although 38% still said that theywould stop using a mobile site that is difficult to use.In truth these stats need to be taken with a pinch of salt as it‘s incredibly difficult for surveyrespondents to accurately predict their future behaviour, but it still highlights the importance ofdelivering a decent user experience on mobile platforms.It‘s a topic I‘ve previously investigated in a post examining whether mobile checkouts are simpleenough to capture repeat shoppers, and yesterday I highlighted several user experience problems withH&M‘s new transactional app.The EPiServer survey also asked respondents about the problems they encounter most often whenusing the mobile web.Almost half (49%) of respondents cited slow loading times as the most common problem, followed byhaving to scroll both horizontally and vertically (48%) and links being too small to click on (35%).Interestingly, 42% of respondents said they found it frustrating that mobile sites don‘t offer the samefunctionality found on a desktop, which in my opinion reveals an ignorance of the capabilities of themobile web.57