Introduction and personal data
Who's using the internet and what do they want? It's a simple starting point for finding out what should happen next to the internet as it morphs into a sophisticated and increasingly mobile e-commerce platform.
One in four of us spend a third of our lives on the mobile web, and we're (mostly) willing to share more of our lives and data to get a better experience, but only when it works.
A new report by web analyst firm Netbiscuits took in the opinions of 6,000 people in the UK, US, Brazil, China, Germany and India, and it has revealed the emerging boundaries, the differing national attitudes to personal data, and the unacceptable practices that web designers, marketers and data specialists need to know about to address a platform that's completely driven by its users: The People's Web.
What is The People's Web?
It describes how the internet is changing – and fast – according to the demands put on it by users. It's in flux because increased smartphone use is transforming it into a largely mobile platform. The mobile web is evolving so quickly, and people's online behaviours and attitudes are changing just as fast, meaning that the shape of tomorrow's mobile web is up for grabs. Yesterday's digital marketing norms will mean nothing tomorrow.
Is there a crisis in the mobile web?
With 96% claiming they had abandoned a mobile website because of a poor experience, the mobile user base appears to be an increasingly demanding and frustrated bunch. The major reasons for mobile web disappointment include websites being too slow (96%), with 95% claiming it was too difficult to enter information and the same number claiming they could not find what they were looking for on mobile websites. Globally, 41% think speed is the most important thing when using the mobile web, with 61% wanting faster downloads.
Is your website optimised for mobile?
With 95% of people now satisfied with using the web on their mobile devices, the hardware race is won. That has huge ramifications for websites, all of which need to be optimised for mobile to even get on the starting grid. The report revealed that exactly 76% of people will abandon a website if it's not optimised for mobile browsing, while over 30% won't even attempt to use a website that's not mobile-ready. A whopping 91% then head straight for a competitor. Brand loyalty is history.
Are we becoming more cynical about personal data?
Data is increasingly being seen as a bargaining chip by web users to get what they want. "It varies across countries, ages and genders, but there seems to be a growing trend towards thinking this is no longer just 'data about me', rather it's becoming more of a case of this is 'my data'," says Daniel Weisbeck, CEO of Netbiscuits.
"As consumers become aware that their movements and actions are being tracked, or read that a social network has deliberately altered people's news feeds to see if they can trigger an emotional reaction, it is bound to lead to consumers taking a cynical approach to companies requesting their data."
What about location data?
For an app to successfully ask for the location of the user it needs to be extremely transparent about why it needs that kind of information. Netbiscuits found that 40% of those surveyed instantly abandon a site if it asks for their location, though 79% will share that information if – and only if – it's for a specific purpose, such as searching for local area services.
"When people know the goal or the outcome of sharing information, the response is overwhelmingly positive," says Weisbeck. "It is the ambiguity of why companies want this information that makes consumers nervous or question the motivation."
Germans are the least likely to share their location with apps and websites, and Brits the most likely. "Being sensitive to national views about the use of data is especially important when thinking about how to address specific markets," says Weisbeck. "Germany always demonstrates a higher sensitivity towards privacy issues."
The death of brand loyalty
How can an app or website get the balance right?
A web marketer might think that by asking more questions of users, more personal data can be gathered in order to deliver a much better, more personal experience. However, that can be a complete dead-end. "If people are uncomfortable and are asked to reveal too much information, they will leave," says Weisbeck, who says that it's about striking a balance between privacy and convenience.
"You might think that personalisation gives your company a friendly feel, but go too far, and mobile web users find it creepy," observes Weisbeck. "Even something that is supposed to enhance an experience – such as the automatic filling-in of addresses – has a mixed reaction depending on the age group that experiences this."
Do age groups differ in their online behaviour?
Massively. A website or brand that wants to be all things to all web users is doomed to fail, but there are clear distinctions between age groups. Almost two-thirds of 18-24 year-olds allow third parties to track and cache data, compared to just 36% of 55-64 year-olds. As many as 71% of 18-24 year-olds are willing to give up location data in exchange for additional services.
"It was clear in the survey results that the emerging millennials generation are rapidly moving away from their elders in their views on sharing personal information when value of content is available," says Weisbeck.
Is mobile killing off brand loyalty?
Brand loyalty is being replaced by 'experience loyalty'. Brands aimed at the young can afford to ask for more personal 'context' data, it seems, but elsewhere this is a fickle audience indeed.
"Consumers, particularly the younger ones, told us they are happy to trade personal data, providing they get a better experience," says Weisbeck. As many as 90% of 25-34 year-olds have recommended a brand based on its mobile website (compared to a paltry 5% of device owners aged 65 or over), but this is the least tolerant group – if a website is slow to load, it's gone – possibly forever.
"Marketers simply must capitalise on every moment they have with their customers, ensuring they deliver exceptional mobile experiences regardless of the device, location or context from which their visitors arrive," says Weisbeck.
What's next for the mobile web?
Although our addiction to search engines continues – with the 90% that use them each day making sure search is still the most popular activity of all on the mobile web – there are new trends afoot, according to the survey. Exactly 22.9% of respondents say they spend up to five minutes a day conducting online banking activities, a trend that's sky-rocketing, as is multi-screen usage, with 35% searching the web while watching TV, and 16% shopping. Multi-screen is set for stratospheric growth, suggests the survey.
However, attitudes to new tech are fluid and unpredictable. Despite it being touted as the next big thing, most people find the concept of Google Glass intrusive – which suggests a stigma has been created – though the majority are excited about smartwatches. Most also feel uncomfortable talking to gadgets (though that's not true in the USA), while 49% of men and 41% of women say that they are keen to buy internet connected Internet of Things appliances.
Although opinions on it differ across the globe, the way we're all now using the mobile web has a lesson for anyone working in e-commerce and marketing – deliver a great experience on mobile devices every single time, and be careful what you ask. On the The People's Web, there is no second chance.
No comments:
Post a Comment