Study: Mobile users want practical content

Content is king with social and mobile users but it isn't just any content that users want according to a joint study from dotMobi and AKQA Mobile. According to the study, mobile consumers want practical content.

by Kristina Knight

About half of the study respondents said they had had a bad experience on mobile at some point and that this experience kept them from using the mobile web more often. Consumers say poor site display and poor site layout are reasons they avoid certain mobile sites.

About 66% of those surveyed said they were most interested in the ability to purchase movie tickets, get travel information and buy take-out foot via their mobiles.

Daniel Rosen, managing director of AKQA Mobile, said, “When planning campaigns, global brands need to ensure . . . that they create campaigns that have been developed specifically for mobile applications. The survey’s findings show how easily consumers were turned off by earlier, ill-conceived mobile campaigns. With mobile devices more ubiquitous, powerful and sophisticated than ever, there is a real opportunity for brands to deliver ground-breaking mobile campaigns that captivate, engage and entertain their customers.”

Consumers are also interested in mobile banking and shopping. Surprisingly, many of those surveyed said they trusted the security of the mobile web and also wanted the ability to buy groceries, books and even travel tickets.