Consumers want more from mobile internet

 

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Posted on 11 Jun 2008 at 17:28

An extensive consumer study of mobile internet usage and attitudes has shown that consumers are demanding more than they are currently receiving from mobile internet.

The study, conducted by creative agency AKQA and the creators of the .mobi internet address dotMobi, shows that consumers in the UK and US are not satisfied with the basic entertainment and ringtones currently on offer to the mass market, and stated that their most-wanted mobile activities include phone-optimised banking and travel planning.

Nearly 90 per cent of consumer respondents stated that they would be more likely to choose an airline with mobile check-in facilities over one that did not offer them. Consumers also said they trust the mobile web to keep their personal information secure, and would be willing to use their mobile phones to order basic utilities such as groceries, theatre tickets, take-away food, plane tickets and books.

86 per cent of participants said they were interested in knowing which sites are easily accessible on a mobile phone. However, nearly half of the respondents said that a poor experience on their initial use of the mobile web made them "reluctant to access" either a site, or the internet in general, on their mobile phones again. Poor site display and layout remain top reasons for mobile web dissatisfaction among consumers.

"The enormous popularity of mobile devices has had a profound effect on the lifestyle of the consumer, unleashing new levels of connectivity and personal mobility," commented Daniel Rosen, managing director of AKQA Mobile.

"The results from this research signify the need for a better mobile experience, something that dotMobi is committed to making available to consumers globally," added Amy Mischler, vice president of Identity and Brand Services at dotMobi.

Author: Dawinderpal Sahota