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BizReport : Mobile Marketing : October 20, 2009

Mobile Internet experiences falling short of expectations

People expect their Internet experiences on mobile to be every bit as satisfying as those on their PC, but that's not what they're getting according to an Equation Research study, commissioned by Internet application experience management company, Gomez.

by Helen Leggatt

People may be flocking to use the Internet on-the-go. In the last year alone the number of people using the Internet via a mobile device rose from 42.5 million to 56.9 million. Gomez's study, released this week, found that 80% of those surveyed would do more on the mobile Internet if simple improvements were made to rectify current frustrations.

The study found that, over the last year, two out of three people who surf the Internet on their mobile device encountered accessibility problems. Slow load times topped the list of frustrations, as well as websites that were either too large or too small for the device's screen.

In addition, more than half (61%) of those surveyed said they would likely not return to a website they had trouble accessing from a mobile device and 40% said accessibility problems would send them to a competitor's website. Consequently, a poorly performing mobile website can do a brand more harm than no mobile offering at all.

According to the 8-page report (.pdf), "It is clear there are serious consequences for organizations who fail to deliver quality mobile web experiences. The mobile website that fails to perform a transaction at speeds that mimic mobile behavior (e.g., waiting in line, stopped on a sidewalk, or sitting in a bus) or that doesn't function as intended is unlikely to attract and retain users."

So what can you do to ensure your mobile website is performing satisfactorily? Monitor and test, recommends Gomez's VP of Mobile, Bertrand Schmitt, from the outside in. Examine your mobile Internet offerings on various browsers and mobile devices and even across networks and geographies.

Tags: mobile devices, mobile Internet, mobile marketing, performance

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