More consumers using mobile devicesThursday, 13 September 2012
According to the latest device detection results from
eDigitalResearch, smartphone and tablet device use in customer research has more than doubled since July 2011.
The survey found that the majority (82%) of respondents are likely to take part in surveys from their mobile in the future. 72% 'strongly agree' or 'agree' that it is more convenient for them to take a survey on their mobile device and functionality is more important to mobile users than layout and design.
Worryingly, the research also found that several consumers are struggling to complete research that relies on their mobile device supporting plug-ins, such as Flash Player. New technologies enabling new consumer touch points like smartphones, Tablets, mobile social media, means customers are now hyper connected. The empowered consumer exhibits a short attention span, a demand for immediate satisfaction, a lack of patience for products that don’t fit their needs, and intolerance for sub-par service. Therefore in order to attract and retain customers, companies need to respond quickly to customer preferences.
This will be one of the themes at the Retail Bulletin’s 2nd Mobile Retailing Summit, taking place in London 26th September 2012.