Study: Marketers struggle with customer mobile experiences

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Armonk, N.Y.—While marketers say mobile is critical to their business objectives, two-thirds indicate they don't have a strong understanding of the mobile-user experience, according to a study by IBM Corp. IBM's “Reducing Customer Struggle 2013,” conducted by Econsultancy, found that marketers now attribute 19% of their total website traffic to mobile devices. However, 40% of respondents said that delivering positive customer experiences is harder on mobile than the Web, citing bad navigation, small screen sizes and difficulty completing forms as the most serious mobile problems. The study, which was based on an online survey of 582 marketers and e-commerce executives conducted in March and April, also found that only 7% of companies indicate they have an “excellent” understanding of the overall online customer experience.
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