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New study finds mobile experiences make or break customer loyalty



SYDNEY, Australia – 24 June 2016 – A new study by LogMeIn, Inc. (Nasdaq:LOGM) and research firm Vanson Bourne reveals that companies are falling woefully short when it comes to delivering a satisfying mobile experience for customers.  The research showed that on average only 52 percent of respondents globally reported that they were satisfied with their last mobile engagement with a business. With 91 percent of respondents unlikely to do business with a company following a bad mobile experience, these results are incredibly problematic.
 
Mobile is quickly emerging as a vital component for eCommerce with respondents reporting that 18 percent of all of their purchases in the last year were made on mobile devices and 72 percent of consumers have made at least one purchase via their mobile device in the last year.  It is estimated that by 2018, 50 percent of all eCommerce purchases will be made via a mobile device[1], so it’s more important than ever for company to plan for this next era of customer engagement. 
 
Conducted by research specialist Vanson Bourne on behalf of LogMeIn, makers of the popular customer engagement solution, BoldChat, the survey explores how consumers communicate with organisations through mobile devices, their expectations and experiences.  8,000 consumers were surveyed across the United States, Europe, and India, with 1,000 in Australia and New Zealand. 

Among the key findings is that mobile is a critical part of the shopping experience for both purchase and product research engagements. 42 percent of respondents reported that they regularly use their mobile device to research products or services before buying, while 62 percent will actually purchase these products or services on their mobile device. 

Other key findings include:
  • Speed is key
Mobile is all about ease of use and finding information fast. 38 percent of consumers report having left a website in the last four weeks due to difficulties finding support contact information. When looking for product or service information, 45 percent report giving up within a minute of their search.
 
  • Mobile commerce puts pressure on support
Customers are becoming increasingly frustrated with the lack of support available through a mobile website or app.  Easy to find contact information for support ranked highest (44 percent) among the factors to ensure a good mobile experience.   69 percent report that they have abandoned a mobile experience because it was too difficult to initiate contact.  More respondents (63 percent) report that they use a search engine to get answers to their questions over a company’s website or app.   When customers abandon the website or app, they are exposed to competing offers, potentially losing the company a sale. 
 
  • Human interaction is imperative; proactive chat is growing
93 percent of respondents believe there should always be a way to contact a real person during a mobile experience; and a majority of respondents – 71 percent report that they would be open to an offer of help via a proactive chat invitation while on a mobile website.
 
  • Security and other issues hindering mobile spending
63 percent of consumers reported that they would spend more money via their mobile device if one or more concerns were addressed.  29 percent believe it should be easier to compare products on the mobile device and 23 percent cited lack of confidence in security of eCommerce sites and apps as a significant issue. 

“There are more ways than ever for companies to engage with customers and mobile is a vital part of a company’s eCommerce success, said Dave Campbell, vice president of product marketing for customer engagement and support and LogMeIn.  “Customers expect a seamless experience and access to information across all of the channels and devices they use.  While not meeting these demands can come with an enormous price tag, a good mobile experience can create a competitive differentiator, drive revenue, and turn prospects into loyal customers.” 
 
[1] BI Intelligence Report: The Internet of Everything 2015
 
Additional resources:  
About the Research / Methodology
This paper was written by Vanson Bourne in collaboration with BoldChat by LogMeIn. The survey was comprised of 8,000 consumers across the United States, Europe, India and Australia & New Zealand who have used a mobile device for communicating with a company regarding a purchase, or for another reason. Responses were gathered through a web-based survey program in February 2016. The survey looked at how consumers communicate with organizations through mobile devices, what their expectations and experiences have been. In 2015, 5,003 consumers were interviewed with a similar questionnaire.
 
About LogMeIn, Inc.
LogMeIn, Inc. (Nasdaq:LOGM) simplifies how people connect to each other and the world around them. With millions of users worldwide, our cloud-based solutions make it possible for people and companies to connect and engage with their workplace, colleagues, customers and products anywhere, anytime. LogMeIn is headquartered in Boston with offices in Bangalore, Budapest, Dublin, London, San Francisco and Sydney.
 
Media contacts:
Gloria Lee and Miguela Considine
Espresso Communications on behalf of LogMeIn
Ph +61 2 8016 2200
Logmein@espressocomms.com.au
 
[1] BI Intelligence Report: The Internet of Everything 2015