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BizReport : Ecommerce archives : August 02, 2010

Travelers display low tolerance for mobile app, website glitches

Mobile applications and websites are changing the way in which consumers interact with travel companies. But, while consumers are increasingly reliant on them, their tolerance for glitches is very low, found a new survey in the U.S. from PhoCusWright.

by Helen Leggatt

PhoCusWrigh logo.gifThe need for a reliable and robust mobile offering is amply illustrated in a new survey from PhoCusWright. Almost 800 U.S. adults responded to the survey which delved into their reactions to a travel brand whose mobile website or app malfunctioned.

While most will tolerate a minor glitch, the findings show that many won't hang around if they are disappointed with the performance of a mobile app or website. Almost a third (31%) said they would be less likely to use that app or website in the future and 21% said they would seek out another to use.

And the damage doesn't stop there. Word-of-mouth will ensure any bad experiences are soon broadcast.

"Not only can an application malfunction affect a travel company's interaction with a particular user, but according to our survey 25% of consumers would tell others about their bad experience. That number goes up to 32% when looking specifically at smartphone users," said Carroll Rheem, director, research, PhoCusWright.

Smartphone users are even less forgiving, found the survey, with 37% indicating that they would be less likely to use an app or website after experiencing problems and 28% would seek out a competitive mobile application.

Tags: mobile application, mobile Internet, mobile marketing, mobile website, online travel

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