Consumers demand better Mobile Web

A new study was released today by dotmobi and AKQA Mobile which reports that “more than half of consumer participants want their next mobile phone to provide a good mobile Internet experience.”

They Say: The study reveals significant insights into the thoughts of US and UK consumers and the mobile web. The survey findings indicated a strong consumer desire for practical mobile content on phones rather than basic entertainment and ringtones. Consumers stated that their most-wanted mobile activities included phone-optimized banking and travel planning.

Further illustrating the desire for utility-focused mobile Web sites, nearly 90 percent of consumer respondents stated that they would be more likely to choose an airline with mobile check-in facilities over one that did not offer them.

2,000 respondents took part and the study also reported that consumers were interested in learning about the mobile Web, demonstrating a need for brands to make their mobile properties findable via mobile search, marketing and advertising campaigns. Fifty percent of respondents were unaware that there are mobile sites optimized for use on mobile phones and the vast majority - 86 percent of participants - said they were interested in knowing which sites are easily accessible on a mobile phone.

Nearly 50 percent of respondents said that a poor experience on their initial use of the mobile Web made them “reluctant to access” either the site - or the Internet in general - on their mobile phones again.

Poor site display and layout remain top reasons for mobile Web dissatisfaction among consumers whilst almost two-thirds of participants stated that they would consider purchasing theatre tickets, take-out food and travel tickets via a mobile phone.

dotmobi are a consortium based in Dublin whose are behind the .mobi Internet address designed specifically for mobile phones. AKQA are a leading ideas-led agency that works in partnership with brand leaders to deliver innovation.

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