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From Stephanie Rieger’s excellent piece The Best Browser is the One You Have with You, I came upon a report called What Users Want from Mobile (PDF, 3.6 MB), “A study of consumers’ mobile web and application expectations and experiences conducted by Equation Research on behalf of Compuware”, dated July 2011.
There are a couple of key nuggets in there (although the full report is worth a read). First, let’s remind ourselves that the internet contributed £121 billion (not million) to the UK last year, which is more that £2000 per person, making it 8.3% of the economy. Let’s also agree that mobile is an important and rapidly-growing part of that.
A bad experience on a mobile website leaves mobile web users much less likely to return to, or recommend, a particular website. Nearly half of mobile web users are unlikely to return to a website that they had trouble accessing from their phone and 57% are unlikely to recommend the site.
It’s pretty likely that visitors are coming to your website from non-webkit browsers: Opera is huge. It’s becoming more likely as Internet Explorer on Windows Phone 7 hits the market and when Firefox Fennec is released.
If you don’t make sure that your website works in those browsers (this means testing), 50% of those customers won’t come back. And, unless you are selling something completely unique, they’re quite likely to buy from your competitors instead:
Mobile users do not have much patience for retrying a website or application that is not functioning initially — a third will go to a competitor’s site instead.
Another interesting finding is likely to annoy some developers. When asked “What is the most common problem you’ve encountered accessing websites or applications on your mobile phone?”, respondants answered “Slow to load” (38%), “Crashed/froze received an error” (18%), “Formatting made it difficult to read and use” (15%).
This tells us that speed is more important than aesthetics. So perhaps some of the time and effort put into media queries, viewports, avoiding scrolling, line length would actually be better employed reducing HTTP requests and optimising so that websites are perceived to render faster.
Certainly, if you’re using gigantic libraries and frameworks to speed up your development, you might pause to wonder whether trading off faster development for slower loading is a trade-off you want to make, given that most users find speed to be the main problem – and problems drive consumers away and potentially into the arms of competitors.
They might not be cool. But it’s what users want. And if your business doesn’t provide it, your competitors will.
Added 17 April: in a survey conducted in Brazil, 62% agreed that speed was the most important feature for them while browsing the mobile web.