Why Most Companies Aren’t Ready for Mobile Consumers.
Everybody’s going mobile. Before 2012, it’s already been estimated that every single human being with some degree of economic capability would already have a mobile phone, 10 billion of which would be smart phones. But after 2012, it’s been found that there are more mobile phones than people on the earth...
With the 91% of mobile users always having their phones with them, you know that they are not just using these phones for calls or text messaging. Half of these mobile users rely on mobile apps in their day to day activities while around 41% use their phones to access the internet.
However, according to a report released by iMomentous, even companies listed under the Fortune 500 are not fully capable of catering to the mobile consumer. Even without these statistics, the local consumer wouldn’t disagree. At some point we will all have to deal with a business, company, or a store that still has little to no mobile capability – no corporate websites, no mobile-based services, etc.
The main reason WHY is the reality that companies are still catching up. Going back to the research report cited earlier, about half of the Fortune 500 companies didn’t have their own corporate websites to cater to their online consumers by 1995. These are the top listed corporations in the U.S., which makes it very unlikely to expect greater achievements from smaller companies.
Essentially, by the time people have already moved to smart phones, corporations are still not ready to serve their market online. While they are saying that it is time to stop focusing on the internet and start working on the mobile phone aspect of business, it is still much easier said than done. Mobile apps that consumers are relying on right now are expected to tie back to the website aspect of the company, so you really cannot start developing the latter without at least establishing the former.
Even for those who have already been able to extend their services to the worldwide web, more than 70% of Fortune 500 companies (as of 2012) are yet to develop their mobile counterparts, potentially cutting off access to consumers and clients who no longer have time to log on to a browser.
The impact all this has to consumer satisfaction is well articulated by reports from Execs-in-the-Know and Digital Roots. Considering how the rise of social media has skyrocketed the expectations of consumers when it comes to customer care (such as approximately 80% of Twitter users who expect instant responses to their queries), people are looking to a company’s mobile customer service. In fact, 90% of users think that companies should have customer service ready for mobile users because that’s where they will feel the need to be assisted immediately.
Given how these expectations are yet to be realities for most of the Fortune 500 companies, can one really say that all other companies out there are anywhere near serving their mobile consumers? Hardly.