SOASTA (www.soasta.com), which specializes in cloud and mobile testing,has announced the findings of its “2013 Website and Mobile App Survey.” Conducted online by Harris Interactive, the SOASTA survey questioned 2,046 American adults.
The survey found that almost nine out of 10 Americans associate negative feelings with brands that have poorly performing websites and mobile apps (88%), and have a negative reaction when a website is too slow (83%).
“Just as brick-and-mortar businesses invest heavily in their store front to represent their brand image, our research shows that ecommerce retailers need to create a similar high quality online experience in keeping with the brand perception,” says Tom Lounibos, SOASTA CEO. “If companies want to remain competitive in the modern landscape, they need their web and mobile websites to engage the user and work as expected. Those that are creating a seamless and enjoyable online user experience are reaping the benefits.”
Among those with negative feelings associated with a brand that has a poorly performing website or mobile app, these feelings include: annoyance (75%); frustration (69%); distrust (19%); anger (13%); and disrespect (12%). For those Americans who said they have a negative reaction when a website takes too long, 28% would visit a competitor’s website, 27% would not trust the website, 18% would not visit that page again, and 13% would think the site may have been hacked. Men then women said they would visit another website (32% v. 25%).
Most Americans said what is most important to them when it comes to a website or mobile app is that the product works whenever they need it (72%). This was followed by American adults who said products that are fast and no waiting time (62%); perform as expected (62%); do not crash (53%); provide trustworthy results (45%); and are fun to use (38%).