Companies that shrink-wrap websites on to smart phone screens fail to understand customer behaviour
When seeking to entice customers to shift from using a website to branded mobile apps, organisations often make the error of believing that a shrink-wrapped version of their existing online presence will meet the needs of people using internet-enabled handsets.
Intersperience, the international consumer research specialist, asked online users to rank the characteristics that were most important in a mobile internet service and found speed, reliability and security rated top – the least important was that a mobile internet service mirrored the main website.
Users turn to mobile devices for content that is appropriate to their needs and fits the situation that they are using them in. Mobile internet services are often accessed while people are travelling, in public spaces or other situations where they do not have the time or inclination to browse.
The reason why ‘Apps’ have been so successful for mobile internet is that they deliver bite sized content in a format appropriate for short bursts of online activity that is focused on specific tasks.
It is telling that our study found that almost 60% of users spend less than 10 minutes on mobile internet devices at any one time.
Intersperience chief executive Paul Hudson said: “Companies have to realise that simply launching an app does not constitute a mobile strategy, but nor does copying the internet strategy and renaming it your mobile strategy. Fixed line and mobile are used in entirely different ways and the successful brands understand how to ensure they dovetail.”To understand the issues raised in this update, please email firstname.lastname@example.org