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Most consumers choose one company over another based on mobile experiences

by | Oct 4, 2018 | Public Relations

Seven in 10 (70 percent) consumers in a new survey from mobile connectivity firm Metova say it is very important that a company they do business with has a great mobile experience, and more than half would choose one company over another based on the mobile experience they offer.

The firm’s new survey of over 1,000 consumers on “Mobile First” technologies was conducted to research the growing shift from “Mobile Friendly” to “Mobile First.”

“Many industries that have traditionally relied on web, call centers or even direct mail to conduct business are quickly finding their customers are looking elsewhere,” said Jonathan Sasse, CMO at Metova, in a news release. “As smartphones have become the primary point of engagement, consumers expect businesses to provide a full set of services through mobile devices, along with all the enhanced functionality offered around communication, billing, identity verification, image capture, location services and beyond.”

Key Mobile First survey findings include:

  • Nearly three-quarters say it is very important that a company they do business with has a great mobile experience
  • More than half would choose one company over another based solely on the mobile experience they offer
  • Food Delivery is the most requested “Mobile First” service
  • Nearly one-third are interested in voting via smartphone

Most consumers choose one company over another based on mobile experiences

What is “Mobile First”?

“’Mobile First’ means that a company’s mobile application is their main focal point for engaging with their customers,” said Andrew Cowart, CTO at Metova, in a Q&A published by the firm. “They usually already have a website, may even do a lot of business via more traditional means like phone calls, but they’re transforming the way they do business, and putting the mobile experience first and foremost. The New York Times, a newspaper famous in part for their crossword puzzle, is a great example. This very traditional business put an emphasis on doing a mobile application well, and their crossword application alone now has over 400,000 subscribers paying $6.95 per month—a huge revenue boost for an industry that is otherwise struggling.

What is a surprising industry that is taking advantage of “Mobile First”?

“Utilities are actually a big industry that is starting to take advantage of Mobile First. You don’t commonly think of a mobile app for your water company or power company being one of the necessary applications on your phone, but if your utility does provide one, it’s going to be the first point of contact you’ll likely use with the company. Checking outages/receiving notifications, viewing up-to-the-minute usage information, and viewing or paying bills can generally all be done via applications. For most users, this completely changes their level of positive interactions with their utility providers.”

Read the complete Q&A with Andrew Cowart here.

Most consumers choose one company over another based on mobile experiences

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Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 12 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richardc@bulldogreporter.com; @BulldogReporter

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