Mobile Web Users Want Speed, Security, Personalized Experiences
Eight out of 10 countries said that speed was the most important factor for their mobile web experience, according to a survey by Netbiscuits.Speed was the most important factor for consumers’ mobile Web experience in eight out of 10 countries surveyed by software solutions specialist Netbiscuits. The latest data, extracted from the the company’s People’s Web Report and featuring responses from 5,000 consumers, found that the starkest differences in mobile usage were between developed and emerging markets. Emerging markets such as China and Brazil spend more time using their mobile devices for functional pursuits such as banking and shopping, whereas in developed markets users are more often searching for information. Security was found to be more of a concern for developed markets such as the United Kingdom, Australia and Germany, whereas emerging markets were more interested in personalized experiences. "For many consumers in emerging markets, a mobile device is much more than a tool for on-the-go internet access. It can often be their only connected device, which would explain why they are so often used for such a vast array of practical activities in countries such as China, India and Brazil," Paul Berney, chief marketing officer and general manager of the Mobile Marketing Association’s EMEA division, said in a statement. "This trend of using mobile as primary or exclusive access device appears to be increasing all over the world." In the U.K. and Australia consumers placed the most importance on security. In the U.S., faster downloads (59 percent of respondents), an experience closer to the PC web (39 percent) and ease of use (36 percent) headed up the items that would improve user mobile web experiences.
"Even in the UK, mobile browsing is growing at a much faster rate than fixed-line access. In emerging markets it is particularly prevalent due to the lack of fixed-line alternatives," Berney continued. "In fact, in many of these markets, users are bypassing fixed-line Internet access altogether and moving straight to mobile. Mobile access is transforming the global media landscape and will continue to transform user habits for years to come."