Prepare to meet the demands from the consumer on the mobile web

The mobile web is here. For some organizations, the demands from consumers (or visitors) are probably very apparent and you have a strategy in place on how you are going to respond and develop your mobile presence to meet those demands

But others might be far from that situation, but still know that you need to act now! We decided to see what the situation is in the UK market – both from what consumers are doing NOW and how marketers are responding.

In order to assess how consumers and marketers are responding to the increasingly mobile nature of the internet and an app-based economy, we combined the following two studies:

1. Consumer research looking at attitudes to mobile websites and apps

2. A survey of UK marketers to examine attitudes to the implementation of mobile websites and apps

The Mobile Consumer Research

For the consumer study we surveyed over 1,000 people in the UK about their views on:

  • The features that are important when using a mobile website
  • Whether they are choosing to engage with mobile sites
  • How mobile apps are becoming accepted forms of mobile engagement

To enable a quick overview of a comprehensive report, we created the Infograph below

Mobile user in the UK Infographic 

(View and share larger version of the image)

The complete results can be found in the report Developing a mobile strategy: how to deliver mobile sites that truly engage. Some key results are that more than a quarter (32%) said they find mobile websites hard to navigate, while 35% said that if a mobile website is hard to use they'll drop off. Further to that, 15% said they had stopped using a mobile website because it was hard to navigate and 14% indicated that they rarely felt like the mobile version of a website met their expectations.

Unfortunately, the frustrations did not stop there. Almost half (49%) said they find mobile sites slow, 35% found logins difficult and a further 35% said that mobile sites are often missing important functionality. It was also unfortunate to see that nearly a fifth (19%) of consumers found it hard to access the content they were looking for.

So how are companies responding to this? A good example is Saco, is a trade union confederation of 23 affiliated associations which together have over 600 000 members, that used the mobile channel to get 2,000 students to enroll in the various seminars that they organize at an event that is geared towards students. Participants can create their own schedule and advise each other on Facebook what they like at the fair.Understanding the need of the visitor and the context that they prefer is a key takeaway from this case. Saco is one of several customers of Episerver that have chosen to use Episerver mobile pack to easily create a mobile web. If you have a good experience that combines content and context in a mobile solutions, please feel free to share.