Brands take a hit from consumers if mobile expectations aren't met

When mobile expectations are not met, 93 per cent of consumers take immediate action, with 33 per cent never purchasing from the brand again, according to a global survey by experience management software Sitecore and consultancy Vanson Bourne. Alternatively, 76 per cent report that a good mobile experience has an influence on their loyalty to a brand. The study analysed 4,500 consumers in 11 nations regarding their attitudes to mobile interactions, expectations and experiences. Six in 10 respondents feel their mobile experience expectations are fully met. Three top areas of concern were user experience where only 24 per cent are completely satisfied, only 23 per cent feel that there is continuity between the mobile and web experiences, and just 21 per cent think they are getting adequate customer service. Brands need to be able to build trust more quickly with consumers, where they are reassured about security, convenience and speed, and by helping consumers understand the importance of secure logins, strong passwords, and features like auto-logout, the survey shows.