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Tablet Users Search for Speed

09 Aug 2012

Five words sum up what a new survey says mobile users want from websites: "Give it to me faster."

The latest results from a survey of mobile users by Keynote Competitive Research shows 60 per cent of tablet users expect to wait less than three seconds to get to a website.

Smartphone users aren't cutting site vendors much slack either: 64 per cent say want websites to load within four seconds.

The need for speed is hardly restricted to mobile devices; Keynote found that 48 per cent of PC web users want download speeds faster than two seconds.

But the survey of over 5,000 mobile users showed a fair bit of frustration over download speeds, particularly on smartphones. Asked to list frustrating mobile 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 surveyed was "Website not optimised for smartphone."

Smartphone Vs. Tablet Habits

In a break out of how they use their mobile devices, the survey found 29 per cent spend at least 1-2 hours browsing the Internet from their smartphone and 37 per cent of tablet users logging that same amount of time as well.

Tablet users conveyed a somewhat different profile than smartphone users. The top five activities on smartphones include accessing local information such as maps and event locations (88 per cent), searching for general information, (82 per cent), participating in social media or social networking sites (76 per cent), reading news and entertainment (75 per cent) and finding local services, like ATMs or stores (74 per cent).

The top five uses cited by tablet users were bunched more closely together. News and Entertainment topped the list at 79 per cent, followed closely by searching for information (77 per cent), watching videos (76 per cent), accessing location information (75 per cent) and participating in social networks (75 per cent).

Tablet users also said they were much more likely to purchase something on their device compared to smartphone users (62 per cent v. 47 per cent) or book travel (41 per cent v. 29 per cent).

"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 VP of professional services at Keynote.

"Mobile consumers have options on how they can access and consume their digital content," he added.

In a note of warning to website operators and brands on the web, Keynote says it's research found 16 per cent of mobile users will not return or wait for a website to load if it takes too long and six percent will go to a competitor's website instead.


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