While 73% of consumers now access websites on mobile devices, only 20% of companies have a mobile-optimised site, according to new research.
The study, from EPiServer, reveals the extent to which UK companies are failing to meet consumer expectations for mobile website browsing.
Research found that only 20% of companies have a mobile-optimised website in place and almost half (49%) of UK consumers are experiencing frustration with mobile sites.
More encouragingly however, the EPiServer study also reveals marketers are beginning to plan for a mobile future with 76% saying they currently have a mobile strategy in place, and over a quarter (26%) expecting to launch a mobile-optimised site in the next year.
The EPiServer study, ‘Developing a mobile strategy: how to deliver mobile sites that truly engage’ (http://www.episerver.com/mobileresearch/) reveals the opinions of over 200 UK senior marketing executives and over 1,000 UK consumers. It gives a full overview of all the research findings as well as insights into how online marketers are handling the challenge of mobility.
Consumer complaints
Consumer adoption of mobile devices is soaring, with 73% of consumers now accessing websites on mobile devices and two thirds having used a mobile app in the last year. However, more than a quarter (32%) of survey respondents said they find mobile websites hard to navigate, while 35% said that if a mobile website is hard to use they’ll drop off. Specifically, 15% said they had stopped using a mobile website because it was difficult to navigate and 14% indicating they rarely feel like the mobile version of a website meets their expectations.
Almost half (49%) of consumers said they find mobile sites slow, 35% found logins difficult and a further 35% said mobile sites are often missing important functionality. Perhaps most worryingly, almost a fifth (19%) struggled to find the content they were looking for. A quarter of consumers said they would try a competitor if the mobile website they were trying to access was not working, while 64% said they’d only give a mobile website an average of three chances to work before moving on.
Maria Wasing, VP of Marketing Europe & Sales Operations at EPiServer, commented, “It is unfortunate to see that consumer expectations are not always being met. Our research clearly highlights the increasing importance of an effective mobile strategy in order to attract new customers and to effectively serve existing ones.
“The number of consumers carrying an internet-enabled device with them at all times is rocketing and, by thinking about the best approach for your brand now, businesses can make the most of the growing mobile opportunity.”
Barriers for marketers
Consumers are not alone in the frustrations they experience when it comes to mobile websites and apps. Marketers report numerous barriers to developing coherent strategies such as lack of technology (24%), budget (23%), and the ability to prove ROI (7%).
“Rather than attempting to do everything at once, there are many simple solutions to quickly improve websites and make them more appropriate for mobile access and, once these are in place, the strategy can then be continuously refined over time.” added Wasing.
The EPiServer report can be downloaded from http://www.episerver.com/mobileresearch/
http://www.episerver.com