Brands think they're doing it right, but consumers largely disagree.
Almost a decade after the introduction of the iPhone, we can still hear presenters say the same tired and boring phrase “The year of the mobile phone”. But perhaps that phrase is appropriate because many brands still fail to meet the expectations of mobile consumers.
This is according to new data from a survey of Sitecore Mobile. The company surveyed 450 marketing decision makers and more than 4,500 consumers globally and compare many of their answers to the same questions.
The charts below compare consumer and marketer responses to questions about mobile user experience and how well brands are doing. It is very interesting to compare the responses of consumers and marketers.
The survey then asked consumers, “When your expectations are not fully met by brands, what action would you take as a solution?” A third of them said they would never buy that brand again.
- I would make a complaint to customer service – 45 percent answered this.
- I would like to buy an alternative brand this time but might still buy the brand in the future – 39 percent.
- Would never buy the brand again – 33 percent.
- I would like to request compensation (e.g. discounts, freebies, etc.) – 32 percent.
- I would like to inform others of my experiences and warn them to stop using the same brand – 27 percent.
- I would contact the brand through social media channels (e.g. Twitter) to express my dissatisfaction – 13 percent.
- I wouldn't take any action and make the purchase anyway – 7 percent.
