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Survey: Mobile Experience Trumps Brand Loyalty Among Gen Y, Millennials

October 30, 2014

Retailers be warned — brand loyalty counts for less and less among younger consumers, who are likely to head to competitors if their mobile experience isn’t what they think it should be. That is an important message as more consumers incorporate mobile devices into their shopping experience.

More than 96 percent of consumers claimed they had abandoned a mobile website because of a poor experience, according the People’s Web Report.

“As brand loyalty is replaced by 'experience loyalty', marketers simply must capitalize on every moment they have with their customers, ensuring they deliver exceptional mobile experiences regardless of the device, location or context from which their visitors arrive,” explained Daniel Weisbeck, CEO of Netbiscuits, the survey’s sponsor.

With the increasing importance of mobile in the upcoming holiday shopping season, that’s important information for retailers who are looking at the most promising sales market in several years as the global economy recovers.

Netbiscuits found the major reasons for mobile Web disappointment (96 percent) were websites being too slow. Additionally, 95 percent of respondents claimed it was too difficult to enter information and the same number said they could not find what they were looking for on mobile websites.

The challenges differ depending on the country. The visitors that are most often unable to complete the tasks they wanted are in India, where 34 percent say that this is a regular occurrence. In Brazil, it was 29 percent and in the United Kingdom it was one quarter. Overall, the USA is delivering the best experiences to its visitors, but still 92 percent of mobile Web users have at some stage not been able to complete what they wanted to on their mobile device.

Younger consumers are the most difficult to please. In the 25-34 age range, 90 percent of respondents agreed that they recommend a brand based on its mobile website and 38 percent do this often or very often.

“Mobile is evolving at an unprecedented speed, and this report is about getting to grips with the people whose behaviors and attitudes will ultimately influence the shape of tomorrow's mobile Web and a brands future,” Weisbeck said.

The People's Web Report surveys 6,000 consumers from the United Kingdom, the United States, Brazil, China, Germany and India. The report is available to download from the Netbiscuits website here.

Edited by Rory J. Thompson