A quarter of respondents to NetBiscuits global survey use mobile Internet for over 6 hours a day
Over a quarter of respondents to a global survey of 5,000 found that mobile users spent over six hours a day using the web through their mobile device.
According to the report undertaken by Netbiscuits, which surveyed 5,000 people from around then markets on their mobile web usage, over 25 per cent used mobile web for over six hours a day, while nearly two thirds (61 per cent) said that their satisfaction of using mobile web would increase should they be able to download content at a faster rate.
Seven per cent of respondent said they they spent over 12 hours a day using their mobile phone to access online content too, while over half (53 per cent) in China said they spent over six hours a day surfing the Internet through mobile devices,
Meanwhile, over two thirds (76 per cent) claimed that they were put off visiting a website that was not mobile optimised while a third (33 per cent) of consumers demanded the same level of functionality of a mobile website as they would find on a desktop site, and 32 per cent said they would not return to a non-mobile optimised site, but would seek out a competitor's site instead.
Over only a quarter (27 per cent) of residents claimed that they would download an app if promoted to online, despite three quarters (75 per cent) were exposed to such messaging, and over three quarters (79 per cent) would rather use a mobile website in contracts to the 18 per cent who were content to use a native app.
In response, Daniel Weisbeck, chief marketing office pr at Netbiscuits, described mobile web as "one of the biggest destructive forces" witnessed.
“The phenomenal uptake of its usage, alongside rumoured customer dissatisfaction with their quality of experience has been the main motivation to undertake this research."
He continued: "The resemblances in attitudes between these ten very different markets are remarkable, and we see a clear basis for brands to take proactive action to improve their mobile web offering. With speed being the number one factor worldwide in determining customer satisfaction, and independent research suggesting every lost second costs a seven per cent decrease in conversions, we hope that brands will take steps to ensure their consumers receive the best possible experience they can offer.”
The 10 regions involved in the research included United Kingdom, USA, Germany, Brazil, India, Australia, UAE, South Africa and China.
Further analysis of the report is provided by Weisbeckin The Drum's opinions section.