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Firms urged to improve service on mobile sites

Rachel Wheeler

October 24, 2011

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Development of mobile sites could be a good idea for many firms with an online presence, following the publication of new research.

According to customer experience analytics firm ForeSee, consumer satisfaction with mobile sites and smartphone apps lags way behind that recorded for traditional websites.

ForeSee's Mobile Benchmark for September is recorded at 66 out of 100 placing it below the aggregate benchmark for traditional web sites, which score 71.

The firm says that part of the reason for this is that any problems with mobile site design are more keenly felt, as mobile consumers are more impatient than shoppers using desktop or laptop devices.

Eric Feinberg, director of mobile strategy at ForeSee, said: "A mobile site can either complement a consumer's overall brand experience or undermine it.

"The good news is that more and more companies are taking this seriously."

Analysts at Gartner claim that use of social media and apps will generate 50 per cent of web sales by 2015.

Posted by Rachel Wheeler

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