New Study of smartphone and tablet users sheds light on
expectations, preferences and pet peeves of the mobile experience;
Expectations have tightened considerably in terms of download
Findings show there is much work to be done to provide a satisfying
mobile Web experience; huge implications for website owners
Nearly 50 percent of study respondents expect a website to load in
less than two seconds, 6 of 10 respondents anticipate a sub-three
second website download on tablets -- Not far behind, two-thirds
respondents expect a mobile site to load in less than 4 seconds on
SAN MATEO, Calif.--(BUSINESS WIRE)--Aug. 6, 2012--
Competitive Research, the industry analysis group of Keynote®
Systems (NASDAQ: KEYN), today shared results of its nationwide
mobile user survey, revealing important insights on how and why
consumers leverage their smartphones and tablet devices. Keynote
Competitive Research conducted this online study in a 2012 study of more
than 5,000 U.S. adults (methodology included below). Research was
conducted with Keynote WebEffective,
an online research tool for website user experience testing that
captures customers’ complete online experience, from desktops,
smartphones and tablets. Overall, the survey showed that while
expectations vary somewhat depending on the platform – desktop,
smartphone or tablet – they are definitely increasing. In short, user
expectations no matter the device are for very fast performance. Many
sites, especially on smartphones and tablets, continue to be slow and
disappoint consumers on a regular basis. Bottom line: Keynote’s research
shows that the ‘expectation gap’ for performance has tightened
considerably across platforms, and vendors ignore these increased
expectations for blazing fast performance at their own peril.
The Keynote Survey Reveals:
Mobile Web Frustrations
When asked about frustrating mobile Web experiences over the past two
months, two-thirds of smartphone users cited “Web pages slow to
load.” The next largest pain point felt by nearly half of the panel
was “Website not optimized for smartphone.”
Smartphone Vs. Tablet vs. PC Expectations
60 percent of tablet users expect to wait less than three seconds to
get to a website, while 48 percent of PC Web users want download
speeds faster than two seconds.
Smartphone user expectations are also high, with 64 percent wanting a
website to load within four seconds and 82 percent of respondents
wanting a mobile website to load within five seconds. When
expectations are compared to reality, as viewed on Keynote performance
indices, it’s easy to see why slow load times are concerning.
Brands should beware: 16 percent of mobile users will not return or
wait for your website to load if it takes too long and six percent
will go to a competitor’s website.
Smartphone Vs. Tablet Habits
29 percent of respondents spend at least 1-2 hours browsing the
Internet from their smartphone , with 37% of tablet users logging that
time as well.
The top five activities on smartphones include accessing local
information such as maps and event locations (88 percent), searching
for general information, (82 percent), participating in social media
or social networking sites (76 percent), reading news and
entertainment (75 percent) and finding local services, like ATMs or
stores (74 percent).
Tablet use painted a somewhat different profile. News and
Entertainment are accessed most (79 percent) and searching for
information (77 percent), watching videos (76 percent), accessing
location information (75 percent) and participating in social networks
(75 percent) round out the top five activities on tablet devices.
While tablet users were no more likely to do banking when compared to
a smartphone (50 percent v. 56 percent), they were much more likely to
purchase something (62 percent v. 47 percent) or book travel (41
percent v. 29 percent).
“This survey reveals that a majority of mobile users are choosing to
consume on-the-go information through their mobile browsers, while
personal tasks like email and banking are often accessed through mobile
apps whether on smartphones or on tablets,” said Don Aoki, senior vice
president of professional services at Keynote. “Mobile consumers have
options on how they can access and consume their digital content. For
brands, it’s critical to integrate and develop mobile strategies that
are viable across multiple types of mobile devices, and to evaluate the
experience of smartphone and tablet users through online research tools
like Keynote WebEffective.”
To view the entire results of the Mobile User Survey, visit the Keynote
website at http://bit.ly/Keynote2012MobileStudy.
Keynote Competitive Research surveyed a panel of 5,388 panelists on a
ten minute, 25-50 question survey on device ownership and usage
preferences in mobile. Of the respondents, 3,145 were smartphone users
and 1,976 were tablet users. The survey was conducted in the first half
About Keynote Systems
Systems, Inc., (NASDAQ:KEYN) is the global leader in Internet
and mobile cloud testing & monitoring. Keynote maintains the
world’s largest on-demand performance monitoring and testing
infrastructure for Web and mobile sites comprised of over 7,000
measurement computers and mobile devices in over 275 locations around
the world that enable companies to continuously improve the online and
mobile experience. Known as ‘The Mobile and Internet Performance
Authority™,’ Keynote offers three market-leading product platforms:
Perspective® provides on-demand performance monitoring for
enterprise Web and mobile sites including online portals, e-commerce
sites and B2B sites. Over 2,000 customers rely on Keynote Perspective
services to know precisely how their websites, content, and applications
perform on actual browsers, networks, and mobile devices.
DeviceAnywhere® is an enterprise-class, cloud-based, mobile
application lifecycle management (ALM) testing & quality assurance
platform. It is used by over 1,000 mobile developers and enterprises to
deliver mobile applications, content and services faster while reducing
downtime and testing costs.
SIGOS® offers active end-to-end Quality of Service (QoS) testing
and monitoring solutions for mobile, fixed and VoIP communications. Its
SITE and Global Roamer products are used by over 200 network operators,
content providers, carriers and regulators in over 100 countries
Keynote's 4,000 customers represent top Internet and mobile companies
and include American Express, AT&T, Disney, eBay, E*TRADE, Expedia,
Google, Microsoft, SonyEricsson, T-Mobile and Vodafone. Keynote Systems
is headquartered in San Mateo, California and can be reached at http://www.keynote.com/
or by phone in the U.S. at 1-800-KEYNOTE.
Keynote®, DataPulse®, CustomerScope®, Keynote CE Rankings®, Keynote
Customer Experience Rankings®, Perspective®, Keynote Red Alert®, Keynote
Traffic Perspective®, Keynote WebEffective®, The Internet Performance
Authority®, MyKeynote® , SIGOS®, SITE®, The Mobile & Internet
Performance Authority™ and Keynote FlexUse™ are trademarks or registered
trademarks of Keynote Systems, Inc. in the United States and/or other
countries. All other trademarks are the property of their respective
owners. © 2012 Keynote Systems, Inc.
Source: Keynote Systems, Inc.
Keynote Systems, Inc.
Ronjini Mukhopadhyay, 949-295-9779