23% of online UK consumers conducted a mobile transaction last year
75% see no reason why a mobile transaction can’t be completed first time
66% would be less likely to buy from a brand following a poor mobile experience
London, 7 April 2011 – A survey commissioned by Tealeaf®, the leader in online customer experience management (CEM) software and conducted online by Harris Interactive®, reveals 10 million online consumers in the UK made a transaction using a mobile device in the last year but, in what should be a convenient and simple way to shop, 83% of these experienced problems when conducting such mobile transactions.
Tealeaf’s research demonstrates that, as smartphone adoption grows, consumers are increasingly expecting a faultless experience across all online channels, including mobile, with 75% of all online adults agreeing there is no reason why a mobile transaction can’t be completed on the first try. This has a significant impact for brands, with 66% saying, if they experienced a problem conducting a mobile transaction, they would be less likely to buy from the same company via other purchase channels. A report including the full results of the study is available from the Tealeaf website: http://www.tealeaf.com/customer-experience-management/resource-center/register.php?doc=mobile-cem-uk
While shopping is the most popular mcommerce activity (63%), mobile savvy consumers are also using mobile devices to conduct financial transactions (37%), travel bookings (34%) and insurance payments or purchases (23%). On average, mobile shoppers completed 4.4 transactions on a mobile device per month, with consumers evenly split over whether they prefer to conduct transactions using an app (43%) or an internet browser (41%).
Expectations are high
Despite mcommerce being a relatively new retail channel, the simplicity and user-friendliness of mobile devices such as the iPhone means that consumer expectations are high. Just over half of British adults who have conducted a mobile transaction in the past year said they expect a better shopping experience on a mobile device compared to purchasing in-store (51%) or online using a computer (52%). Among the problems experienced were error messages (34%) and navigation difficulties (24%).
As with other online channels, if things do go wrong, the Tealeaf research shows consumers are impatient: when asked how they would react after experiencing a problem, 30% of British adults who have experienced mobile commerce problems in the last year said they would abandon the transaction on their mobile device and try again later on a computer, 13% would switch to a competitor’s app or website, and nearly one in ten (9%) would vow never to conduct a mobile transaction ever again! Just under a quarter (23%) said they would call customer service and 58% of all British adults who have conducted a mobile transaction in the past year said if they did, they would expect the agent to have visibility into what they were attempting to do on the app or mobile webpage.
When consumers have problems with mobile transactions, they do not keep their experience to themselves. More than four in five adults who experience problems conducting mobile transactions (86%) said they have shared their mobile transaction experience with others and 49% of these said they had shared experiences via social media. When those who experience problems complain on social networks, 27% said they would expect a response from the vendor. Among all mobile shoppers who experience problems, 61% said they would tell their friends and family about it to discourage them from using that app/website or doing business with the company.
“Everyone talks about the momentum in the mobile channel and customers continue to show an increasing appetite for carrying out transactions on these devices,” said Geoff Galat, CMO of Tealeaf. “The research shows consumers are increasingly expecting the same high levels of customer experience they would on other online channels. But, at present, mobile consumers find the convenience of transacting anywhere is offset by unsatisfying and unproductive experiences. Mobile consumers are no more willing to tolerate poor experiences than customers accessing websites from their desktops.”
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 According to the latest Ipsos Mori data, 75% of adults in Great Britain are online, and there are approximately 59.85 million adults in Great Britain, so approximately 10.3 million British adults have conducted a mobile transaction in the past year. [(59,853,300 x 0.75) x 0.23 = 10,324,694]
This Mobile Transactions survey was conducted online within the United States and Great Britain by Harris Interactive on behalf of Tealeaf Technology between February 9-11, 2011 among 2,469 U.S. adults ages 18+ and between February 9-14, 2011 among 2,228 Great Britain adults ages 16+.
The U.S. data were weighted to be representative of the total U.S. adult population on the basis of region, age within gender, education, household income, and race/ethnicity. The Great Britain data were weighted to be representative of the total British adult population on the basis of region, age, sex, education, and income. Both sets of data were weighted to be representative of the population of online adults in each country.
All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words “margin of error” as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.
Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. Because the sample is based on those who agreed to be invited to participate in the Harris Interactive online research panel, no estimates of theoretical sampling error can be calculated.
About Harris Interactive
Harris Interactive is one of the world's leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for The Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in over 215 countries and territories through our North American, European, and Asian offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us—and our clients—stay ahead of what's next. For more information, please visit www.harrisinteractive.com.
Tealeaf provides online customer experience management solutions and is the unchallenged leader in customer behaviour analysis. Tealeaf's CEM solutions include both a customer behaviour analysis suite and customer service optimization suite. For organizations that are making customer experience a top priority, these solutions provide unprecedented enterprise-wide visibility into every visitor's unique online interactions for ongoing analysis and web site optimization. Online executive stakeholders from ebusiness and IT to customer service and compliance are leveraging Tealeaf to build a customer experience management competency across the organization. Founded in 1999, Tealeaf is headquartered in San Francisco, California, and is privately held. For more information, visit www.tealeaf.com.
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