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BizReport : Mobile Marketing : January 02, 2014

Report: Touch, sound most important senses for mobiles

In the mobile world most retailers are focused on sight - what messaging, images or reviews do consumers see. But a new infographic out from Immersion indicates all five senses can have an impact on mobile shoppers.

by Kristina Knight

The infographic from Immersion indicates a customizable infrastructure may be the key for retailers hoping to improve customer experience - and conversions - in the mobile space. Because, while most sites focus on visual/sight feedback, different consumers prefer to interact in different ways - including through touch and hearing.

The infographic shows:

• 65% of mobile users turn on tactile (touch) feedback
• 64% say they 'like tactile' feedback because it offers confirmation of their choices
• 47% turn on audio feedback
• 58% say they use audio feedback because it confirms their actions

One cautionary note: users do turn off both tactile and audio feedback options. Tactile is most often turned off to save battery life while most turn off audio (54%) feedback because it is disruptive. The thing is tactile feedback uses less than 2% of battery power, so brands need to let their mobile shoppers know how tactile works in the background of their device.

The report also shows a majority (60%) of mobile users 'adjust' the strength of tactile options when offered the choice.

"Tactile effects open a powerful communication channel between wearable devices and their users. With Immersion TouchSense software, OEMs can create distinctive, meaningful notifications that alert users to important information without disrupting their primary activities," explains Dennis Sheehan, Immersion's Sr. Vice President of Sales & Marketing. "We are pleased to work closely with Samsung's innovative product teams to bring this rich capability to their first wearable device. The private, non-visual nature of tactile feedback creates a more natural user interface for wearable devices and we are excited by the new opportunities for Immersion in this innovative new market."

Late in 2013, Immersion's TouchSense technology was incorporated into Samsung GALAXY Gear.

Image via Shutterstock

Tags: Immersion, mobile feedback, mobile marketing, mobile usage

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