Convenience, security and speed are the most important elements of a good mobile experience, finds Sitecore in a survey conducted by Vanson Bourne among 4,500 mobile-owning adults across 11 countries. Much-discussed topics such as personalization and social interaction, by comparison, are of far lesser importance to consumers, per the study.
That aligns with research released last year by Limelight Networks, in which respondents judged a site’s performance (such as speed) as being of more importance to the overall website experience than personalized content.
However, asked how their mobile experience expectations will change over the next 3 years, respondents pointed first to mobile apps and websites being more personalized. Other factors that should increase in importance include faster payment methods, ordering “on the move” with faster delivery, and mobile apps/sites that can adapt and react to location.