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BizReport : Mobile Marketing : July 26, 2011

Mobile web users' need for speed not being satisfied

According to a new global study mobile Internet users expect a website to load on their mobile device at least as fast as it does on a desktop or laptop computer. Does yours?

by Helen Leggatt

compuware_150x83.pngWhen Compuware commissioned a study of 4,000 mobile Internet users from around the globe they found expectations were not being met.

Mobile Internet users from Australia, China, France, Germany, India, the UK and US were all found to be frustrated with the performance of websites on their handsets.

In similar analysis in 2009 Compuware found that just over half (58%) of users felt mobile Internet websites should load as fast as they do on a PC or laptop. Consumer expectations have risen. That figure has now reached 71%.

Another comparison between the two studies is that the expectation that the mobile Internet might be "a bit slower" has fallen from 31% to 22%.

No prizes for guessing a consumer's response to a slow loading mobile website. The game is the same as on desktops and laptops. While over two-thirds (78%) are prepared to try to get a mobile website to work a couple of times, 29% won't and will straight away try a competitor's website instead. Nearly half of mobile web users are unlikely to return to a mobile website they had trouble accessing and 57% are unlikely to recommend the website to family and friends.

So, how long have you got?

-60% expect a mobile website to load in 3 seconds or less (73% in China, 68% Germany, 58% India and US, 57% France, 50% Australia, and 48% in the UK.

- 74% are willing to wait 5 seconds or less for a single mobile webpage to load before abandoning the site.

Google recently launched a new Labs feature that enables website owners to analyze their site's load speed, including mobile websites. Called "Page Speed Online" the tool also provides suggestions on how to improve performance.

Tags: consumer insight, mobile Internet, mobile marketing, mobile website, website design, website performance

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