Netbiscuits Unveils The People’s Web Report: A Deep-Dive Into Global Consumer Attitudes To The Mobile Web
- Over 25% of global respondents spend more than 6 hours per day on the mobile web.
- 61% of consumers globally say faster download of content would increase their satisfaction with the mobile web experience.
- 76% of respondents said that they would not engage in a website that was not optimized for mobile.
Netbiscuits, today published its inaugural People’s Web Report. The research, which was conducted between March and May 2013, provides a unique insight into 5,000 customer perceptions of mobile web use in ten different markets including the United Kingdom, USA, Germany, Brazil, India, Australia, UAE, South Africa and China. The research explores consumer observations such as customer satisfaction, mobile phone use habits and engagement levels with brands online.
Mapping out the state of today’s mobile web with contributions from social anthropologist, Sally Applin Ph.D. candidate and the MMA (Mobile Marketing Association), the People’s Web Report takes an in-depth view of user behavior and attitude, providing background into the patterns and parallels apparent in the data. Unlike the quarterly Netbiscuits Web Trends Reports, the first of the annual People’s Web Report is driven by user-opinion and provides richly detailed data to complete one of the most comprehensive analyses of the present and future of mobile web experiences today.
Speed is King
The report reveals consistencies in global attitudes toward mobile web experiences. In particular, connection speed is the most important factor for 8 out of 10 global markets, with the exceptions being Australia and the UK. 61% of consumers worldwide say a faster download of content would increase their satisfaction with the mobile web, and a third (33%) of consumers demand the same functionality of their mobile websites as they do of PC websites. The overwhelming pressure for a better quality of experience demonstrates how the explosion of connected devices is leading to better informed and increasingly expectant consumers across both developed and emerging markets.
Brands must improve web experience or lose customers
The People’s Web Report finds that many users globally are seeking more from their interactions on the mobile web, with their expectations of online brands becoming increasingly high. As a result, organizations of all sizes will be compelled to deliver better mobile web experiences that work across all devices quickly and securely. In fact, more than 76% of respondents said they would simply not bother trying to use a website that was not optimized for mobile. Of those, a third (32%) would not return to the website at all, preferring to either to give up or try a competitor website instead.
The post-PC world and global appetite for mobile
The report uncovered an extraordinary global appetite for the mobile web, with almost half of all respondents spending between one and six hours accessing it each day. Over 25% of respondents spend more than 6 hours on the mobile web each day, with 7% engaging with the web for 12 hours or greater. China led the way in terms of the most use, with 53% spending 6 hours or more per day accessing the mobile web. Country-by-country analysis revealed that France spent the least amount of time accessing mobile content online.
While there continues to be a great deal of publicity around the popularity of apps on mobile devices, the report shows that only 27% of respondents would usually download an app when prompted to do so online, despite 75% being exposed to these prompts. When browsing or searching for information on the mobile web, 79% of respondents globally said they would prefer to have the option of using a mobile website, as opposed to 18% who were happy just using native apps.
“The mobile web is one of the biggest disruptive forces we have ever seen,” commented Daniel Weisbeck, CMO Netbiscuits. “The phenomenal uptake of its usage, alongside rumoured customer dissatisfaction with their quality of experience has been the main motivation to undertake this research. The People’s Web Report attempts to quantify consumer perceptions and determine global parallels between them. The resemblances in attitudes between these ten very different markets are remarkable, and we see a clear basis for brands to take proactive action to improve their mobile web offering. With speed being the number one factor worldwide in determining customer satisfaction, and independent research suggesting every lost second costs a 7% decrease in conversions, we hope that brands will take steps to ensure their consumers receive the best possible experience they can offer.”
Leading social anthropologist Sally Applin, Ph.D. candidate said “Understanding the relationships between people and their ideas, people and machines, and machines and machines, and how these relationships are established and maintained, will be what is needed for the success of the mobile web. The result of the People’s Web initiative is to give those using the mobile web a voice in shaping what the future needs to be for each one of them. By listening to and understanding people’s different needs and requirements, brands will be able to reach more people, more effectively. In other words, these views are critical in defining how brands engage with their customers online, and how to deliver better experiences on the mobile web in the future.”
“Discovering real consumer behavior is critical to gaining a true understanding of the People’s Web,” concluded Daniel Weisbeck. “The People’s Web will be created by consumers but it will be enabled by the brands they love. It’s going to be an exciting journey but it will need constant vigilance. Customer engagement is everything, and the future success of brands will be determined by their ability to surpass consumer expectations.”
The People’s Web Report surveyed 5,000 people around the world on their mobile web usage habits, between March-May 2013. Views were also sought from a sample of 500 people from each of the ten countries where the survey took place, to better understand how these consumers were actively using the mobile web. Respondents were asked about consumer behavior across usage of the three main platforms prevalent today: smartphones, feature phones and tablets.