Marketers seem to be having some trouble understanding the customer’s mobile experience, but consumers seem quite ready to tell brands how they feel about an experience gone wrong. According to a survey conducted by Harris Interactive on behalf of SOASTA, about 9 in 10 Americans associate negative feelings with brands that have poorly performing mobile experiences. Most commonly, they feel annoyed (75%) and frustrated (69%), with some also expressing distrust (19%), anger (13%) and disrespect (12%) to the brand.
As has been seen in other pieces of research, consumers unhappy with the mobile experience they encounter will take their business (visit?) elsewhere, thank you very much. According to the SOASTA results, among respondents who have a negative reaction when a mobile website takes too long to load, 28% would respond by heading to a competitor’s site (32% among men), and 18% would not return to the page. Read the rest at MarketingCharts.
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