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BizReport : Mobile Marketing : March 30, 2011


Consumer tolerance for mobile transaction glitches low

Mobile devices are quickly becoming indispensable tools in day to day life, making it easier and taking the stress out of many activities. However, a new survey from Tealeaf, conducted by Harris Interactive, found mobile transactions so frustrating that mobile users are losing it.

by Helen Leggatt

tealeaf_logo.gifConsumers are carrying out almost the same types of transactions on their mobile devices as they are via computer such as shopping, banking/financial, travel, and insurance.

However, a whopping 84% of mobile phone users who have conducted a transaction via their mobile device have come up against a problem, found Tealeaf's survey.

Problems ranged from error messages (34%), app/website navigation problems (29%), and log-in difficulties (23%), to confusing or insufficient information (16%).

So much for taking the stress out of day-to-day life.

The problem seems to be that mobile strategies are often an afterthought or a me-too activity, whereas it needs to be managed, tested, and refined to meet the high expectations of today's on-the-go consumers.

Tealeaf found that the vast majority (85%) believe mobile transactions should be every bit as reliable and easy as those done via computer.

"It's now absolutely critical to focus on optimizing the mobile user experience," said Mike Brown, vice president of Optimization at VEGAS.com.

"To do that, one needs to really grow the realities of your mobile customer experience, as well as have the ability to test and refine it on an ongoing basis."

So, what are the consequences of difficult mobile transactions? Lots of mobile phone abuse, that's what. Almost a quarter of frustrated users curse at their device, 11% have a good old scream at their phone and 4% are so infuriated they lob it.

Either marketers need to iron out mobile transaction glitches, or device manufacturers need to come up with an indestructible phone.






Tags: mobile, mobile Internet, smartphone








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  • I think one of the problems sometimes is the design of some of the sites on their mobile form is quite a challenging concept to some phones, especially if its not equipped with the right software. Optimization is definitely key in improving this feature.





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