Consumers Feel Negatively Towards Brands Offering Poor Mobile Experiences

Mobile

June 18, 2013 -- According to an attitudinal survey commissioned by web and mobile performance testing company SOASTA, 88% of American consumers associate negative feelings with brands that have poorly performing websites and mobile apps and 83% have a negative reaction when a website is too slow.
 
Conducted online by Harris Interactive, the SOASTA 2013 Website and Mobile App Survey questioned 2,046 American adults as to their feelings about companies and their brand if they do not fulfill a user’s online expectations.
 
Among those with negative feelings associated with a brand that has a poorly performing online presence or mobile app, feelings include:
 

• Annoyance (75%)

• Frustration (69%)

• Distrust (19%)

• Anger (13%)

• Disrespect (12%)

For those respondents who said they have a negative reaction when a website takes too long, actions they said they would take:
 

• 28% would visit a competitor’s website

• 27% would not trust the website

• 18% would not visit that page again

• 13% would think the site might have been hacked

Most respondents said what is most important to them when it comes to a brand’s online or mobile experience:
 

• That the site or app works whenever they need it (72%).
• Fast and no waiting time when loading (62%)
• Performs as expected (62%)
• Doesn't crash (53%)
• Provides trustworthy results (45%)

 
 
About: This survey was conducted online within the United States by Harris Interactive on behalf of SOASTA from June 7-11, 2013 among 2,046 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.

Source: SOASTA, 88% of Americans Have Negative Feelings about Brands with Poorly Performing Websites and Mobile Apps, June 18, 2013.