Insight

Your Insights on Smartphones: Brands Beware - Consumers' Mobile Expectations Are High. [INFOGRAPHIC]

Tuesday, July 16, 2013

79% of smartphone owners expect good mobile experiences from brands they like and trust. 54% are less likely to do business with brands providing poor mobile experiences.

Together with iamota (a mobile agency), Insights West recently completed its Smartphone Insights Report with data from an online poll of 849 British Columbian adults about the use and role of smartphones and their mobile expectations from brands.

Results demonstrate that smartphones, smartphone activities and apps are relied on heavily by users. On average, smartphone owners report using their smartphone 1.7 hours every day. In fact, almost one-in-five owners (18%) confess to being addicted to their smartphone and over one-third of smartphone owners (35%) say it is important for them to have the latest smartphone.

Along with their behaviour, Smartphone owners' expectations have shifted too - they have less tolerance for poor mobile experiences provided by brands they interact with.

  • 54% think less of brands that provide poor mobile experiences.
  • 79% expect good mobile experiences from brands they like and trust.
  • 54% are more likely to do business with companies that provide thoughtful mobile experiences.

Mobile purchases appear to be gaining traction and can be expected to increase. Half of smartphone owners have paid for something via their smartphone and there is high interest in doing more in the future, specifically:

  • Half (50%) have made a purchase of some kind directly through their smartphone, most often (40%) using an app.
  • Among purchasers, 34% have used an app that has an authorized connection to their credit card.
  • Some purchases we tested: 18% paid for parking in the past 3 months, 15% made a purchase from Starbucks or other coffee shop, and 14% bought movie tickets directly through their device.
  • More than a quarter (28%) are likely to make a purchase using their smartphone in the next three months and another 15% might or might not.
  • 40% look forward to a day when they can make more purchases directly through their smartphone.
  • Smartphones are also heavily used in the shopping process: 69% research products/ services at least monthly and 65% search for nearby retail stores/services.

"Providing customers with a high quality and engaging mobile experience has moved from a nice to have to a need to have for brands in today's marketplace," says Pete Smyth, CEO of iamota. "Brands need to keep pace with consumers and need to shift from doing mobile to disrupting and differentiating with mobile, or risk losing business to a competitor that's doing it right."

"The big surprise in this survey was how quickly consumers have taken to mobile and their heightened expectations from brands," adds Steve Mossop, CEO of Insights West. "Given owners' dedication to their devices, consumers' expectations for the availability and quality of mobile interactions with brands will likely continue to grow, particularly with brands they like and trust."