Study Shows Demand for Different Mobile Web Experience
Rather than basic entertainment and ringtones, a new study shows consumers really want phone-optimized banking and travel planning.
That finding is part of a study by AKQA’s Research & Insights department, in conjunction with dotMobi, the company behind the .mobi Internet address scheme designed specifically for mobile phones.
Nearly 90% of consumer respondents said they would be more likely to choose an airline with mobile check-in facilities over one that did not offer them. The survey was conducted among U.S. and U.K. consumers.
Other results from the study include:
* About 90% of the 2,000 respondents in the online panel provided by Research Now are 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.
* 50% of respondents were unaware that there are mobile sites optimized for use on mobile phones and 86% of participants said they were interested in knowing which sites are easily accessible on a mobile phone.
* Nearly 50% 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.
* Almost two-thirds of participants stated that they would consider purchasing theater tickets, take-out food and travel tickets via a mobile phone.
* Only 2% of participants in the survey who have purchased a phone in the past six months chose an iPhone.