How to Keep Pace With Mobile Consumer Expectations

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How to keep pace with mobile consumer expectationsVanson Bourne research reveals gap between what brands offer and what consumers want

White paper // How to keep pace with mobile consumer expectations

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Contents

Foreword �� 2

Introduction �� 3

Summary of key findings �� 3

Mobile experiences are falling short of consumer expectations �� 4

What do consumers expect from a good mobile experience? �� 5

Where consumers and brands diverge �� 6

The status of brand mobile strategies �� 8

How can brands satisfy mobile consumer needs? �� 9

Conclusion �� 11

Next step �� 12

About Sitecore and Vanson Bourne �� 13

Published 5/16� © 2001-2016 Sitecore Corporation A/S� All rights reserved� Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S� All other brand and product names are the property of their respective owners� This document may not, in whole or in part, be photocopied, reproduced, translated, or reduced to any electronic medium or machine readable form without prior consent, in writing, from Sitecore� Information in this document is subject to change without notice and does not represent a commitment on the part of Sitecore�


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Forew0rdExcerpted from “Mobile is eating the world,” by Brian Solis

All too often, mobile’s role in the digital marketing ecosystem is relegated to a portable version of the desktop web� This isn’t going to work any longer� By prioritizing desktop-based web strategies and not innovating for mobile-first and mobile-only experiences, brands are missing critical new moments to engage customers�

“Mediumism” prevents marketers from absorbing or feeling the culture and nature of engagement and how people interact with information and one another, why, and what makes for incredible experiences�

“I call this ‘mediumism,’ placing inordinate value, time, and resources on yet another platform or channel without understanding its relevance and value to the user�”

— Brian Solis

Even though many marketers are designing for the smaller screen through responsive design and even developing custom apps, they need to think more philosophically about what mobile means to consumers and the role it plays in their personal and professional lives�

I mean who wants or needs another app? Just because you build it doesn’t mean they will come�

And, what’s the point of a website in a mobile era, beyond being responsive and functional on a smaller screen? Does anyone with a smartphone actually enjoy a mobile website or landing page?

It’s time to rethink everything and the role that sites, apps, etc�, play in the new customer journey�

People want you to design a mobile experience that helps them go through their journey� They want businesses to understand their intent and design content, paths, and outcomes that align with the context of each moment of truth� They don’t want generic click paths, marketing-speak, creative gimmicks, or friction-filled experiences�

If consumers don’t want commodity content or made-to-fit mobile experiences, what exactly do they want? Finding the answer unlocks your opportunities for innovation�

1 Mobile is eating the world

Mobile is eating the worldFour ways to rethink customer experiences as mobile-first and mobile-only

by Brian Solis

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http://siteco.re/Mobile-is-eating-the-world-eBook

http://siteco.re/Mobile-is-eating-the-world-eBook


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IntroductionIn recent years, the explosion of mobile technology has put a device in the pockets of more and more consumers worldwide (3�65 billion in 2015, to be exact1)� With it comes increasing knowledge and empowerment as consumers can directly connect to a brand 24/7� This has led to a noticeable shift in consumers’ purchasing behavior� Riding on the coattails of mobile technology’s growth comes the rise of “the mobile experience�” By channeling the mobile experience of consumers, brands are now focused on giving consumers a better, more engaging experience, right from initial information gathering, to making a purchase, through to post-purchase care and support�

Sitecore commissioned this research because we believe that true mobile readiness for brands is less about the device and more about the customer journey/experience� With brands now just the swipe of a touch screen away, more consumers are moving to mobile as a primary way of interacting and purchasing� As a result, they are developing a heightened awareness of the differences between a good and a bad mobile experience and forming defined ideas of which mobile elements are important to them� But the more people discover what they like, the greater their expectations will grow, and it will not stop there� Organizations must keep pace or risk being left behind� To explore all of this in more detail, this study asks:

■ What makes a good mobile experience, and are consumer expectations being met?

■ What is the status of brand mobile strategies?

■ Do brands know and understand where they need to improve?

■ Do they have the resources to make it happen?

Summary of key findingsMany factors make up a good mobile experience, and expectations will continue to develop

■ Convenience (48%), security (46%), and speed (42%) are the most common elements of a good mobile experience for consumers

■ Two-thirds (66%) of consumers say that their mobile expectations will change over the next three years, with personalization (35%) coming to the forefront

Mobile’s importance when purchasing is growing

■ More than eight in ten (84%) consumer respondents search for items on their mobile device before purchasing

■ Around a fifth (19%) of consumer respondents are already using mobile to make the majority of their online purchases, and this will increase to a third (33%) in three years’ time

When their mobile expectations are not met, consumers are not afraid to act

■ The majority (93%) would take action against a brand if they felt that their expectations were not being completely met, with a third (33%) saying they would walk away from the brand in question altogether

The mobile experience can be a key potential differentiator for brands

■ Three-quarters (76%) of consumers say that a good mobile experience influences their loyalty to a brand

■ Eight in ten (80%) report that the mobile experience is now a priority consideration when deciding when to make a purchase

Many brands are overconfident in their ability to completely meet consumer mobile expectations…

■ Over half (57%) of brands believe that customers’ mobile security needs are completely met, but only 28% of consumers agree

■ Only three in ten (30%) consumers say that their mobile personalization expectations are being completely met—almost half (47%) of brands believe otherwise

…And they lack the insight and tools to improve

■ Less than half (45%) of brands are combining mobile customer data with their CRM data

■ Only around half of brands report that they have completely integrated mobile with other channels such as web (53%) and social media (49%)

1 http://www�slideshare�net/wearesocialsg/digital-social-mobile-in-2015/6-We_Are_Social_ wearesocialsg_6GLOBAL

http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015/6-We_Are_Social_wearesocialsg_6GLOBAL

http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015/6-We_Are_Social_wearesocialsg_6GLOBAL


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Improving security is the first step that brands must take on the path to providing a better mobile experience

■ Only around one in ten (9–11%) consumers describe themselves as “completely confident” in organizations’ abilities to store and use their data appropriately

■ The majority (84%) of consumer respondents would like to see additional security features used by brands when on mobile

Mobile experiences are falling short of consumer expectationsShifting mobile device usage and habits

For almost all (96%) consumers, the smartphone remains the key mobile device that they own and use; however, many are also turning to bigger screens with close to two-thirds (64%) using a tablet� These mobile devices are increasingly likely to be always on and at hand during the day� On average, consumers check their mobile device within 29 minutes of waking up and keep them at hand for up to 10 hours�

The function of a mobile device continues to move beyond its basic communication roots—consumers now channel a wide range of activities all in the palm of their hand—with mobile

now playing an important role in the purchasing decision� Over eight in ten (84%) consumers search for items to buy on mobile before taking the plunge, and around half (49%) are already using their device as a method of payment� Things will not stop there—more and more consumers expect to turn to mobile as their primary online purchasing device over the traditional desktop/laptop� For around a fifth (19%) this is already the case, and during the next three years, mobile-first will grow further to a third (33%) of consumers�

The key branded apps that consumers use reflect their growing dependence on and use of mobile—over half (54%) say that online banking and consumer goods apps are the most commonly used on their mobile device�

They look to apps to incentivize and facilitate their interaction with brands, with the majority reporting that the most important elements that a brand app should offer are offers/discounts (70%) and points rewards (63%) on purchases� More than half (55%) expect geolocation capabilities from apps in terms of being informed of the nearest store�

19%

33%

Online buying: mobile vs. desktop

All or mostly mobile

Currently

In three years’ time

64%

45%

All or mostly desktop PC/laptop

Currently

In three years’ time

Figure 1: Consumer respondents’ use of mobile or desktop devices to make most of their online purchases, both currently and in three years’ time� All consumer respondents (4,500)�

54%

54%

42%

41%

38%

30%

28%

23%

Use of branded mobile apps

Online banking

Buying consumer goods

Monitoring household bills

Making or checkingtravel reservations

Accessing vouchers/discounts

Currency conversion

Paying for food/drink

Hiring a car service

Figure 2: Analysis of which branded apps consumers use the most on their mobile device(s)� All consumer respondents (4,500)�


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What do consumers expect from a good mobile experience?Along with the significant levels of device use established, the majority (76%) of consumers say there is at least one important element for them when it comes to having a good mobile experience� But no common stand-out element emerges, so brands need to pay careful attention across a wide range of requirements�

The three most common expectations of mobile all form what can be interpreted as the bedrock of the mobile experience—convenience (48%) through shopping anywhere, anytime; security (46%) in terms of data handling; and speed (42%) of making purchases� If brands can get these things right, they will be off to a good start�

Beyond these fundamentals, consumers expect good mobile experiences to include responsive customer service (25%), the ability to compare options before deciding (25%), and a well-designed, functional user experience (23%)� In the future, mobile experience qualities that consumers ranked lower may

start to rise in importance—assuming the fundamentals are being fulfilled� Close to a fifth of consumers already report continuity (18%) across web and mobile platforms and personalization (17%) as key mobile expectations� With the continuing growth in mobile device use when purchasing, these factors will surely continue to increase in the coming years�

As consumers develop and fine-tune what they consider important in a mobile experience, they will start to compare brands with their peers� This becomes apparent when noting that over three-quarters (76%) of consumers say that a good mobile experience influences their loyalty to a brand, and eight in ten (80%) report that the mobile experience is now a priority consideration when deciding when to make a purchase� Brands already competing and differentiating themselves based on things like price, product quality, or customer service, now have mobile as an additional dimension to consider�

Brands cannot ignore the impact that mobile experiences can have on attracting and retaining consumers� The bad news, though, is that just keeping up with current trends will not

48%

46%

42%

25%

25%

23%

18%

17%

What makes a good mobile experience?

Convenience

Security

Speed

Customer service

Comparison

User experience

Continuity

Personalization

11%Social interaction

Figure 3: Consumer respondents’ views on the most important elements of a good mobile experience� All consumer respondents (4,500)�

33%

35%

27%

25%

22%

21%

19%

19%

Future expectations for mobile

Mobile apps/sites that canadapt and react to location

Greater links between mobileand other technologies

Seamless product o�eringacross di�erent channels

Fast re-ordering of repeatpurchases

Instant, real-time onlinecustomer service

Ordering “on the move”with faster delivery

Faster payment methods

Mobile apps/websites thatare more personalized

Figure 4: Consumer respondents’ views on how their mobile experience expectations will change over the next three years� All consumer respondents (4,500)�


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be enough, as two-thirds (66%) of consumers say that their mobile expectations will continue to develop over the next three years� As is the case with current expectations, there is still no single factor that the majority of consumers expect to be looking for three years out, so brands need to have the flexibility and agility to adapt to multiple scenarios�

The most common future requirements reported—by around a third of consumers—are greater personalization (35%) and faster payment methods (33%)� Almost a fifth will demand improvements to their cross-channel experience, with seamless product offerings across mobile and brick-and-mortar stores (19%) and greater links between mobile and other technologies that they use (19%)� As consumer confidence with mobile as a channel grows, so does the sophistication of their expectations�

Where consumers and brands divergeAs consumers define what they want and expect from mobile experiences, the key question is whether they believe brands are completely meeting those expectations� Unfortunately, a majority say No�

Only 37% of consumers believe that their expectations for convenience, one of the core requirements, are being completely met� Less than a third believe this to be the case in terms of speed (32%) and security (28%)� In contrast, many brands appear overconfident in their capabilities in these areas, with about half or more stating that they are meeting convenience (57%), speed (49%), and security (57%) expectations�

Opinions around security are perhaps the most striking difference here, with almost double the percent of brands to consumers having a positive viewpoint� This disconnect may hold many brands back from making improvements elsewhere—if they cannot fulfill consumers’ key base requirements, there is little chance they will get the opportunity to demonstrate their capabilities elsewhere�

Looking beyond at some of the more added-value elements, a similar picture emerges� Less than a quarter of consumers say that their expectations on comparison functionality (24%), user experience (24%), or customer service (21%) are being completely met, and yet around four in ten brands say that they are meeting expectations for each of these elements, respectively (39%, 37%, and 42%)� Personalization is identified

Figure 5: Analysis of consumer and brand respondents’ views on which of the mobile experience elements (that they specified as being important) are being completely met by brands� Consumer (C) and brand (B) base numbers in chart�

The mobile experience disconnect

37%

56%

Convenience (B: 263, C: 2,161)

Consumers

Brands

33%

44%

Social interaction (B: 185, C: 484)

Consumers

Brands

32%

49%

Speed (B: 267, C: 1,902)

Consumers

Brands

30%

47%

Personalization (B: 198, C: 787)

Consumers

Brands

28%

57%

Security (B: 269, C: 2,082)

Consumers

Brands

24%

39%

Comparison (B: 155, C: 1,103)

Consumers

Brands

24%

37%

User experience (B: 234, C: 1,051)

Consumers

Brands

23%

45%

Continuity (B: 186, C: 792)

Consumers

Brands

21%

42%

Customer service (B: 175, C: 1,129)

Consumers

Brands


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as a key growth expectation for consumers over the next three years, and it appears that things are starting from a low base—only three in ten consumers say that their expectations in this area are being met� However, almost half (47%) of brands believe they’re completely meeting expectations for personalization�

Mobile has brought consumers greater choice, knowledge, and the power to explore different purchasing options� As a result, the vast majority (93%) are not afraid to take action against brands that do not fully meet their requirements� More than four in ten (45%) would go straight to customer service to complain, and over three in ten would demand some form of compensation (32%)� The louder voice that mobile gives to consumers presents a danger to brands—over a quarter of consumers (27%) say they would warn others from using the same company and over one in every ten (13%) would publicly “out” brands over social media� Beyond the impact to satisfaction, however, lies the real threat to brands: the loss of customers� Around two-fifths would look to purchase from an alternative supplier on occasions where a certain brand does meet their needs, and a third (33%) would even abandon the brand entirely and never go back�

The risks to brands of not delivering on mobile experience expectations are clear—they must keep up or lose out�

Despite this threat, many brands lack the capabilities to measure and test the performance of the mobile experience that they deliver� Without knowing where they are now, they have little hope of planning where to go next� Just over half currently do or plan to measure customer retention rates (56%) or improvement in service quality (55%) as mobile KPIs—which means that many have little insight into how their customers are reacting to their brand on mobile� It’s a similar case when it comes to testing the mobile experience, with many brands reliant on after-the-event methods such as feedback forms (56%) or satisfaction surveys (49%) compared with just 34% who are using a more real-time, proactive approach such as A/B or multivariate testing�

Such a lack of visibility on mobile experience performance means that many brands may struggle to improve things without help� With consumer expectations only expected to increase and develop in complexity, brands need to act now to review their current capabilities and strategies and identify any weaknesses� Standing still and doing nothing will leave many companies going into the future blind as a result of not having the necessary knowledge and capabilities to prepare themselves�

39%

45%

33%

32%

27%

13%

7%

When mobile consumers are dissatis�ed

I would request compensation

I would take no action andmake the purchase anyway

I would contact the brand via social mediachannels to express my dissatisfaction

I would inform and warn otherso� using the same brand

I would never purchasefrom the brand again

I would purchase from analternative brand on this occasion

I would make a complaint

Figure 6: “When your expectations are not being completely met by brands, what action would you take as a result?” only asked to consumer respondents whose expectations are not being completely met (2,858)�

56%

55%

45%

43%

39%

36%

28%

6%

Measuring mobile performance

Customer retention rates

Mobile vs. non-mobile sales

Customer referral rates

Improvement in quality ofservice from mobile

Time spent with brand viamobile vs. non-mobile

Lower rate of non-mobileand in-person interactions

Mobile vs. non-mobileservice

We do not plan to measureany mobile KPIs

Figure 7: “Which of these mobile KPIs does your organization currently or plan to measure?” asked to all brand respondents (450)�


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The status of brand mobile strategiesBrand mobile readiness

With an apparent overconfidence in their success when it comes to mobile, do brands have the right tools and building blocks in place to improve?

Although 76% of brands say they’ve completed a mobile strategy, only around half (48%) report they are currently delivering a seamless mobile experience and less than a quarter (23%) are able to measure its performance based on KPIs� Of those that do not yet have a strategy, seven in ten (70%) remain at least six months away from delivering one� These brands are at risk of being left behind by their more advanced peers�

Most brands recognize the need for investing in the mobile experience, which is a significant move in the right direction� Many who are already planning or delivering a mobile experience are willing to commit significant proportions of their digital marketing budget—for two-fifths (42%) it’s between 10% and 30%, and over a third (35%) dedicate between 30% and 50%� On average, 30% of digital marketing budgets are being allocated to the mobile experience�

The reasons behind this financial commitment become clear when you take into account the impact mobile is having on brands� For more than half, it has led to a reorganization of structure (53%) or the creation of new teams or departments (53%), and close to half (46%) have reduced budgets elsewhere to allow for further investment� It is apparent that the focus on the mobile experience is leading to significant change within many brands�

Limited insight capabilities

Many brands appear to lack certain capabilities that allow them to interact with consumers over mobile� Around two-fifths do not have a mobile-optimized (39%) or responsive (43%) website and close to six in ten (58%) do not have a mobile app� These restrictions will limit the ability of brands to meet consumer expectations, the consequences of which can be severe�

Another area where many brands are being held back is having access to real-time information and visibility on mobile consumers� Although the majority report being able to collect information on consumers, only limited numbers can do so in real time� Just over six in ten (63%) can track consumer geo-location in real time, but less than half (49%) know what consumers most recently purchased—on mobile or desktop�

Brand readiness for mobile

6%9%

14%

25%

11%

17%

18%

No mobile customerexperience at all

In planningstages

Strategycomplete

Executioncomplete

Delivering amobile experience

Delivering andmeasuring KPIs/performance

Fine-tuning based onKPIs/performance

Figure 8: “What stage would you say your organization is at with regard to delivering a seamless mobile experience to customers?” asked to all brand respondents (450)�

53%

53%

46%

41%

39%

33%

2%

What brands have done to focus on mobile

Recruited new, morespecialized employees

Reduction in employees elsewhere in theorganization to free up space/budget

Redeployed existing workforceto new functions

Reduction in budgets elsewhereto allow for investment

Reorganization of organization structure

Had to create new teams/departments

It has not a�ected my organization

Figure 9: “In what ways has the focus on the mobile customer experience affected your organization?” only asked to brand respondents whose organization has mobile experience at figure 12 (423)�


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Only 37% know which web page consumers last accessed� In addition to these gaps in information, only around half or less have real-time visibility into how consumers have interacted on mobile, such as installing apps (54%), making a purchase (52%), or accessing the mobile website (45%)�

With such limited access to real-time information and insight, many brands are at a significant disadvantage� But, even the information they’re collecting may not be delivering maximum value� The potential synergies of combining mobile consumer data with other customer data is a distant dream for many, with less than half of brands combining mobile data with social analytics (48%) or CRM data (46%)�

How can brands satisfy mobile consumer needs?Consumer mobile security requirements

One of the key areas already identified is the importance of security, and the significant gap that exists between consumer expectations and brand performance� Security arises again when consumers consider which areas would have the biggest impact on the mobile experience if improved� Close to four in ten (39%) believe that improving security would make the biggest positive difference to them, ahead of convenience (25%) and speed (22%)� Brands must start prioritizing mobile security�

The main issue is a lack of consumer confidence in how well brands can store and use their data appropriately� Only around one in ten (9–11%) consumers describe themselves as completely confident in this area, and around a third (31–33%)

61%

58%

48%

46%

45%

8%

Mobile customer data vs.other customer data

Email

Web analytics

Social analytics

Customer relationshipmanagement data

Commerce

It is stored in its own separate database

Figure 11: “Is the data that your organization collects from mobile applications combined and stored with any of the below customer data?” asked to all brand respondents (450)�

Figure 10: “To what extent does your organization have visibility on how mobile users have interacted with your brand in real time?” asked to all brand respondents (450)�

Tracking mobile interactions in real time

37%

34%

Opened email on mobileYes, we know this andtrack it in real time

18%No, we do not know thisbut we would like to

Yes, we know thisbut not in real time

41%

37%

Opened push noti�cation on mobileYes, we know this andtrack it in real time



45%

38%

Interacted with mobile appYes, we know this andtrack it in real time



45%

40%

Accessed mobile websiteYes, we know this andtrack it in real time



52%

31%

Made purchase from mobileYes, we know this andtrack it in real time



54%

34%

Installed mobile appYes, we know this andtrack it in real time




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of consumers believe there is a real lack of consistency among brands, leading to their lower confidence� Without consumer trust and confidence, brands will be restricted in their ability to make improvements in other areas of mobile, such as improving the user experience or increasing personalization�

As a result of their low confidence, most (80%) consumers would like to see additional security features incorporated into the devices and apps that they use� There are a range of areas that consumers are willing to consider, often involving them doing more to help secure themselves� More traditional, established methods remain popular, such as password log-in (52%) and security questions (34%), but many are also willing to adopt more advanced techniques like two-factor authentication (31%) and biometrics (24%)� Brands must look to provide such capabilities in order to win the trust and confidence of consumers—many of which involve greater collaboration between provider and user, further enhancing the mobile experience�

Despite consumer concerns about data security, many still remain open to sharing their data in the search for a more personalized mobile experience� Around a fifth (22%) would do so if brands requested their permission� This is a positive sign for brands� Consumers value what mobile can offer and can see the bigger picture if brands are willing to step up and improve�

Need for greater mobile data integration and insight

In addition to working on security, brands also need to improve their ability to gather real-time insight and information on their mobile customers� Cross-channel capabilities are currently lacking for many, driven in part by limited abilities to combine types of customer data together� This negatively impacts what mobile consumers see and experience, with less than half of brands currently

39%

25%

22%

19%

15%

13%

10%

8%

Areas for mobile improvement

Security

Convenience

Speed

Customer service

User experience

Comparison

Continuity

Personalization

5%Social interaction

Figure 12: “If improvements were made to the mobile experience elements where your expectations are not being completely met, which would have the biggest positive impact to you as a customer?” only asked to consumer respondents whose expectations are not being completely met at figure 24 (2,858)�

Figure 13: “How confident are you that the different types of data held by companies that you have purchased from are stored securely, and used appropriately?” asked to all consumer respondents (4,500)�

11%

12%

Consumer con�dence around data

9%

22%

Online activity (e.g. pages viewed, links clicked)

31%It varies too muchcompany by company

20%

17%Not con�dent at all

Not particularlycon�dent

Completely con�dent

Quite con�dent 27%

Past purchasesinformation


17%

Not con�dent at all



Quite con�dent

11%

27%

Financialpersonal details


18%




Quite con�dent

11%

26%

Non-�nancialpersonal details


17%




Quite con�dent


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personalizing the content on non-mobile channels based on mobile interactions (44%) or showing consistent product information across mobile and non-mobile channels (44%)�

This isn’t helped by the fact that only around half or fewer brands report having completely integrated mobile data with other channels such as web (53%), social media (49%), and e-commerce (46%)� Only a third (33%) have completely integrated mobile with in-store—a significant disconnect in the eyes of consumers looking for speed, convenience, and continuity�

Not having valuable customer data combined and generating additional value leaves many brands at a disadvantage� With only limited insight into what their consumers are doing on mobile and how satisfied they are with the experience, it is extremely difficult for brands to move forward� With significant amounts of budget allocated to mobile, there is a risk that investment will not be effectively planned and implemented in the right areas�

ConclusionMobile marches on� With access to knowledge and choice in the palm of their hand, consumers are regularly turning to mobile devices to purchase online, and the sophistication of their usage is developing fast� Most use it to search for

information to validate their decisions before purchasing, and close to half are already using it as a method of payment� The level of use is expected to grow as consumers turn away from their desktops and move to mobile as their primary method of shopping—a major channel shift that brands cannot ignore�

With this increased use of mobile comes a more defined picture in consumers’ minds of what they expect from a good mobile experience� There is a wide range of expectations but convenience, security, and speed remain top of mind for many� Brands must get these fundamentals right first before hoping to improve elsewhere� And expectations will not stand still for long, as the majority of consumers expect their demands to change over the next few years�

Brands have work to do to keep up, with some still stuck in the planning stages of a seamless mobile experience delivery and still months away from full implementation� Is it already too late for some?

For many brands, there is also a worrying trend of over-confidence in how well they think they are meeting consumer mobile expectations� With significant numbers of consumers feeling empowered enough to take action against brands that do not meet their requirements, consumer satisfaction is not something at which brands can afford to guess� Get things wrong, and consumers will not hesitate to take their business elsewhere and encourage others to do the same�

Figure 14: “To what extent is mobile integrated with the other channels through which you engage with customers?” asked to all brand respondents (450)�

10%

49%

38%

Not integrated

Completely integrated

Partially integrated

Seamless channel integration?

Web

Social media

Email

E-commerce

In-store commerce(brick-and-mortar)

53%

36%

8%Not integrated



46%

39%

10%Not integrated



47%

38%

13%Not integrated



33%

39%

16%Not integrated




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Despite a high risk of losing business, many brands have no way of measuring mobile experience performance or tracking improvements� This is not helped by only limited numbers being able to collect information and insight in real time and mobile only being partially integrated with other channels� Attempting to improve in the face of such challenges will be beyond many brands in their current form—help will be required to step up�

For consumers, the main area of improvement for the mobile experience is security, and this must be a priority focus area for brands in order to start to develop other areas of their mobile offering� With future mobile requirements relying on consumers sharing information to drive greater

personalization and real-time reactions to behavior, security is a bridge that must be crossed�

Next stepAchieving a great mobile experience requires brands to focus less on the device and more on the entire customer experience, treat mobility as a process and not a project, future-proof the mobile strategy so that it easily incorporates new technology, and commit to digital experimentation and testing at every stage� Download “How mobile leaders connect with customers in context” to learn seven steps for mastering the mobile experience�

Research scope and methodology

Sitecore commissioned independent technology market research specialist Vanson Bourne to undertake the research upon which this report is based� Breakdown: 4,500 consumers and 450 marketing decision makers were interviewed in January/February 2016� Consumer respondents were aged 18 years and above and all owned or used a mobile device (e�g�, smartphone, tablet, e-reader or smart watch)� Marketing decision makers (or “brand respondents”) were from brands of more than 1,000 employees from any public or private sector, with a particular focus on five core sectors: consumer packaged goods, healthcare, government, manufacturing/ construction, and retail� As shown to the right, the research was carried out in 11 countries with interviews split accordingly�

Interviews were conducted using a mixture of online and telephone interviewing using a rigorous multi-level screening process to ensure that only suitable candidates were given the opportunity to participate� Unless otherwise indicated, the results discussed are based on the total sample�

Country

Consumers

Marketing decision makers

US & Canada 1,000 100

UK 500 50

France 500 50

Germany 500 50

Denmark 350 35

Norway 300 30

Sweden 350 35

Japan 350 35

Australia 350 35

New Zealand 300 30

Total 4,500 450

http://siteco.re/Mobile-Leadership-ebook

http://siteco.re/Mobile-Leadership-ebook


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About Sitecore and Vanson Bourne Sitecore is the global leader in experience management software that enables context marketing� The Sitecore® Experience Platform™ manages content, supplies contextual intelligence, and automates communications, at scale� It empowers marketers to deliver content in context of how customers have engaged with their brand, across every channel, in real time� More than 4,600 customers—including American Express, Carnival Cruise Lines, easyJet, and L’Oréal—trust Sitecore for context marketing to deliver the personalized interactions that delight audiences, build loyalty, and drive revenue� For more information, follow us at @sitecore or visit sitecore�net�

The research was conducted by Vanson Bourne:

Vanson Bourne is an independent specialist in market research for the technology sector� Its reputation for robust and credible research-based analysis is founded upon rigorous research principles and its ability to seek the opinions of senior decision makers across technical and business functions, in all business sectors and all major markets� For more information, visit www�vansonbourne�com�

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How to Keep Pace With Mobile Consumer Expectations

Data & Analytics