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Voice of the Customer

The report found that only 40 per cent of European consumers said that companies are doing a good job at providing consistent and personalised experiences across devices.

From a consumer perspective, great online experiences were built around visuals, with 54 per cent of Europeans citing visual appeal as a key contributor to a positive experience on websites (46 per cent for a mobile app).

Ads were still a problem for many users, with 40 per cent stating the absence of ads is a positive on websites and 43 per cent on apps. The biggest frustrations for consumers on mobile devices were speed and small screen size (49 per cent and 45 per cent respectively).

Consumers were also using multiple devices to get online. Desire to see content on a bigger screen was a key driver of such switching (36 per cent), while other drivers were under more direct marketer control (better usability/user experience (26 per cent).

When it came to finding what they want efficiently, consumers saw a real gap: 72 per cent said browsing was worse on a smartphone than on a desktop/laptop.

Tamara Gaffney, principal analyst at Adobe Digital Index, said: “Looking at the data, we’re seeing some fascinating trends, particularly relating to the consumer journey – people are increasingly switching devices, spending less time on sites and generally moving around a lot more.

“The reports show just how fragmented today’s customer journey is and that there is a major opportunity for brands that focus on delivering consistent, visually appealing and technically perfect experiences across devices.

“Consumers have more connected devices than ever before, but the fact that people are now switching devices during tasks could be an indication that the experience between devices is inconsistent and leading to frustration.

“This is a huge challenge, with smartphone traffic increasing significantly year-on-year, marketers need to focus on optimizing for mobile, while not forgetting the desktop experience consumers will continue to rely on, even in a mobile world.

“In this world of changing habits, brands need to better understand their customers and at a much more granular level. It’s about combining great content and data insights to provide a consistent and more personal experience in order to stand out.”

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