Study: 45% of Consumers Snub Businesses with Poor Mobile Website
October 20, 2015 | Contributed by: Joe Morsello
Google is boosting the rank of mobile-friendly sites, more local searches take place on mobile devices than desktops, mobile has become a critical tool on the path to purchase, and mobile usage has been linked to consumers that are ready to buy. Article after article and study upon study identify the power of the mobile device for businesses big and small.
But what is happening to the businesses who are providing “disappointing” mobile website experiences? According to a new consumer study from HubShout (N=450 U.S. adults 21-55 years old), 39% of consumers will look for a competitor and 6% will completely refuse to do business with them. That’s almost half of consumers (45%) who will disregard businesses solely because of a poor mobile experience.
The other 55% said that after being disappointed by a business’s mobile site, they look for another source of info about that business. That isn’t to say that these consumers all go on to transact with that business. In fact, a percentage of that 55% will likely be lost to competitors as well, though the study doesn’t provide figures as to how many.
After a poor mobile experience, there are a variety of other outlets a consumer could go to and look for more info on the business. A poor or non-existent presence on whatever outlet a consumer is looking (social, review sites, listing sites, etc.) will likely drive consumers to competitors. This jumping around from outlet to outlet introduces a variety of ways to lose or win a customer, making the mobile website just one of those ways.
The study does go on to outline some of the reasons consumers are disappointed by a mobile website. While a variety of user experience issues are in the list, the biggest annoyance among consumers is missing or “buried” hours of operation information.
This introduces the problem of missing enhanced business data online like hours of operation, available products/services, pricing info, etc., and the demand for it. According to a recent study from Go Local Interactive and Infogroup, a majority of businesses aren’t providing enhanced data consumers want online. For example, 61% of restaurants do not list hours of operation in listings online.
Though this lack of business data and poor user experiences are leading to disappointment among consumers, many still trust the information they see on business websites. According to a recent Nielsen study, websites are the second most trusted form of “advertising” with 70% of consumers saying they trust brand websites.
The distinction between experience and trust is interesting here. While consumers may find a business isn’t a good choice due to a poor mobile website, they still trust the content found on these sites. But trust alone isn’t enough to win a customer over and the user experience, especially on the mobile device, appears to be an even more compelling force when deciding upon a business to patron.
It appears we, as consumers, have come to accept and trust the most fundamental digital presence available to a business: the website. 20 years later, this shouldn’t be a shock to any. Today, however, “experience” is the driver of action. When it comes to how we search, find and select a business, any that slow us down from what we want will be abandoned for another.