Online brand loyalty is already dead. Supplied by the increasing mobile engagement as well as the rise of ecommerce, 91% of expectant customers, particularly between the ages of 18-34, have turned to a competitor site when they are left wanting from their mobile experience.

Based on a global report that was released by Netbiscuits, detailing the attitudes and behaviours of almost 6,000 customers in mobile out today.

Featuring respondents from different countries, the report says that brands keep on failing consumers through mobile channels, with almost 96% of customers saying that they had abandoned a mobile website due to poor experience.

The report is also composed of customers’ perspective on brand personality personas, attitudes and awareness of rising technologies as well as the difference between the digital and real world. 

In the research, commissioned by Netbiscuits and conducted by Populus, it highlights the increasing demand and frustrated mobile user base, since more customers want to use their mobile devices. The reason why mobile website are disappointing is because of the speed of the website, and 95% claims that it was too hard to input information and that they couldn’t find what they were searching for on mobile websites.

Most of the visitors , that claim that they are unable to complete the tasks they wanted, came from India. There are also some in Brazil and in the UK. Overall, the USA is the best one to deliver the best experiences to its visitors, but still has 92%, who claim that they still unable to complete the task they want to do in their mobile devices.

Netbiscuits clearly divide between age ranges, in their willingness to promote brands that give great experiences on the mobile devices. Overall, 80% of the respondents claim that they recommend brand base on mobile interactions and  29% says that they do this very often. 

Between the age range 25-34, 90% of the respondents says that they choose a brand based on its mobile website and 38% do this often. But, this group is also the least tolerant and will say that their experience is worse.

Only 5% of mobile users aged 65 or over claim that they recommend brands very often. Europeans, especially those from the UK(21%), were less likely to promote a brand online, with
China(45%) and USA(44%) saying that they often recommend brands depends on their experience.

As the issue continues to reverberate from the EU Data Protection directive, Netbiscuits found that customers also has problems on privacy and permission. 79% of the users claim that they would be glad to share their personal information, like location, if it is for a particular reason that would boost their online experience.

91% claim that they had deleted an app because it becomes intrusive, while 40% of the respondents said that they had abandoned a website because it asks for their information, placing pressure on marketers to make sure that they are adding value by knowing a user’s context when asking for their information. 

CEO of Netbiscuits, Daniel Weisbeck, explained that “This year’s People’s Web Report has confirmed that in addition to an increasingly complex mobile landscape, we are also seeing better informed, more demanding consumers who want to do more on the mobile web and therefore are expecting more. Mobile is evolving at an unprecedented speed, and this report is about getting to grips with the people whose behaviors and attitudes will ultimately influence the shape of tomorrow’s mobile web and a brands future.”

“Marketers are walking a tightrope, trying to get the balance right between convenience and privacy, and comfort and security, is tough, but get it right and they could race ahead of the competition. Customers, specially younger ones said that they are happy to trade personal data to get a better experience. As brand loyalty is being replaced by ‘experience loyalty’, marketers must maximize every second that they have with their customers, to make sure they will deliver exceptional mobile experiences no matter of the device, location or context from which their visitors came from. ”