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Mobile Experience

Mobile needs to be an experience not a checkbox

by Duff Anderson, on Jan 29, 2015


This year almost every article I read about what to watch in 2015 included mobile. Even my own article on the top 5 voice of the customer trends had mobile as one of the key trends to watch.

Much of the talk surrounding mobile is steeped in data that shows customers are spending more time and doing more on their mobile devices. ComScore reported back in June 2014 that mobile platforms – smart phones and tablets – accounted for 60% of total digital media time spent. In an article in Internet Retailer, ComScore stated that 56% of time spent with U.S. online retail occurred on a mobile device.

Many companies have seen the writing on the wall and are including mobile in their planning and strategies. But in a recent white paper by the Altimeter Group, they call on companies to go even further. They advocate that companies move beyond just adding a mobile website to creating mobile-only experiences.

One of the main reasons, outlined in the white paper, is that to increase conversions, companies must design mobile-first and mobile-only experiences to prevent channel hopping (Switching between channels as preferred channel doesn’t meet their needs) and multi-screening (Switching between devices and screens to complete a task). Also companies need to realize that mobile is capable of hosting a complete end-to-end journey.

The white paper goes on to outline that mobile is more than a second screen but is becoming the first screen for many customers. This is clear with mobile devices taking a bigger slice of the e-commerce action now and into the future. eMarketer projects transaction values will double by the end of 2014 to reach $3.5 billion and will further accelerate through 2015 and 2016 as more users come on board and make increasingly larger mobile purchases.

US promxitiy Mobile Payment Transaction Value graph from eMarketer

But to take a bigger slice of the e-commerce action the Altimeter group states, “Organizations must focus on learning more about customer frustrations, expectations and behaviors specific to mobile…Only then can mobile strategies produce results that increase engagement, lead generation, sales, retention, loyalty and more.”

This puts the need to conduct research to understand customers on mobile devices front and center. The only way to create mobile only experiences is to do mobile research.  

Duff Anderson
Duff Anderson

Duff Anderson is a visionary in Voice of the Customer research with over 20 years’ experience.

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