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BizReport : Mobile Marketing : September 02, 2011

Mobiles getting more play, so is mobile frustration threshold

The ease of connection is one big plus for the mobile generation, but new research finds the frustration level of some consumers is also on the rise. From slow downloads to spotty coverage, mobile consumers want more - and less - connection. How are they engaging on the mobile web?

by Kristina Knight

Through smartphones, data from the Pew Research Center finds that consumers are most likely to check email or social networks, take and share pictures. And, while they may window shop, most are making purchases from other devices.

Recent data from Ability Commerce finds that mobile shoppers are more likely to purchase from tablets than from smartphones. Likely because of screen size - many smartphone screens make it difficult to 'see' products - it seems tablets are driving more mobile purchases. Ability's research finds that although plenty of traffic is arriving from iPhone and Android devices, the bulk of actual purchases comes from the iPad device.

Back to the Pew report and mobile users' frustration. About 20% report slow download times are frustrating, 16% have issues reading something from a smartphone screen and 10% have issues entering text from their phones - for texts, social network updates or emails.

As for the ease of use, Pew's research finds that 51% use their mobiles when they need quick access to information and one-quarter (27%) say they've had trouble completing a task because their phone wasn't available.

Other interesting findings include:

  • 41% of mobile consumers use their cells for entertainment/because they are 'bored'

  • 40% have or will use mobiles in case of emergency

  • 29% turn mobiles off to take a break

  • Tags: Ability Commerce, m:commerce, mobile conten, mobile marketing, mobile shopping, mobile trends, Pew Research

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