SA mobile web habits revealed

A new report conducted by software solutions provider, Netbiscuits, finds that more than a quarter of people spend more than six hours on the mobile web each day.

The People’s Web Report found that 7% engage with the web for 12 hours or greater, while close to half of all respondents spend between one and six hours on the mobile web.

In South Africa, 22% of  respondents said they spend more than six hours on the
mobile web each day.

Netbiscuits questioned 5,000 customers in 10 different markets including the United Kingdom, USA, Germany, Brazil, India, Australia, UAE, South Africa and China.

One in four spend one-third of their life on mobileOne in four spend one-third of their life on mobile
One in four spend one-third of their life on mobile

In terms of what global consumers are looking for from the mobile web, speed
(41%), consistency with the PC web experience (33.2%), security (16.2%), and a personalized experience (7.5%), were cited as the most important factors.

Netbiscuits found that as many as 76% of consumers would abandon a website if it’s not optimized for mobile browsing.

It found that 30% simply won’t bother trying to use a brand’s non-optimized site, or turn to a competitor instead.

Search is the single most popular activity on the mobile web, with 90% of respondents spending time on it each day.

As a value added service, 22.9% of respondents say they spend up to five minutes a day conducting online banking activities.

Speed importance
Speed importance

The software firm found that eight of 10 respondents said speed was the number one factor when accessing the mobile web, while 61% a faster download of content would increase their satisfaction with their smartphone web experience.

“With independent statistics showing that a one second delay in load time leads to a 7% loss in conversions, the pressure on brands to make speed a top priority becomes even higher,” Netbiscuits said.

On Apps, the survey found that when searching the mobile web, websites are preferred to apps, with 42.3% choosing the browser over the 17.5% who prefer apps. The one exception was social networking, where many consumers preferred to use the native app.

“The mobile web is one of the biggest disruptive technologies we have ever seen. The phenomenal uptake of its usage, alongside rumored customer dissatisfaction with the quality of experience has been the main motivation for us to undertake this research, said Dan Weisbeck, CMO of Netbiscuits.

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SA mobile web habits revealed