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BizReport : Mobile Marketing : September 23, 2013

Half of UK mobile web users unhappy with usability

Mobile users demand the same standard of website usability on their devices that they experience using the 'traditional' web, according to new research from multi-channel consumer engagement firm Eptica. However, many companies are failing to keep up with user expectations.

by Helen Leggatt

More consumers than ever are accessing websites via a mobile device, and many of them are disappointed with the mobile web experience. A consumer survey of 1,000 UK adults by Eptica found that 52% said over half of the websites they visited on a mobile device were not optimized.

In fact, Eptica's 2013 Mobile Customer Experience Study found that even the most basic of issues continue to plague consumers' mobile web experience. The leading issue among Eptica's respondents was the lack of functionality both on the mobile web and within apps (36%) while 34% cited slow loading speeds and 34% were frustrated by websites that were not optimized for a small screen.

Companies that don't keep the mobile experience in line with expectations risk brand damage, increased costs and a drop in sales, says Eptica.

"If you don't provide a decent mobile experience, customers will simply head to your competitors that do understand the channel," advises an Eptica blog post on the topic. "Mobile is an essential part of the customer journey for many consumers, whether researching, buying or simply locating your nearest store. Fail to understand this and you'll lose business now and in the future."

Image via Shutterstock

Tags: consumer experience, consumer survey, mobile app, mobile use, mobile web

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