December 8, 2006, 12:00 AM

Consumers ready to transact via mobile, but sites aren’t

A survey conducted for Molecular finds one-quarter of consumers would use their mobile device to access the web—if web site operators made navigation easier.

Kurt Peters

Executive Editor


Consumers are ready for mobile web surfing and transacting, but web sites? Not so much, according to a consumer survey conducted for Internet consulting firm Molecular Inc. by Kelton Research. One out of four among the 1,000 adults consumers surveyed said they’d use their mobile phone or handheld device to access the web if the web pages were easier to navigate. For survey respondents aged 18 to 44, the likelihood they’d use their mobile device to access the web was even higher: one out of three.

“As a consultancy focused on designing effective and engaging interactive experiences, we don’t find these results surprising, but we do see them as a wake-up call for marketers and web designers,” says Darryl T.Gehly, executive vice president at Molecular.

28% of those surveyed said they’d use their mobile device for financial transactions including purchasing, but for the fact that the companies they do business with still don’t make it convenient to transact via such devices. Survey respondents said the PC still feels like a safer way to transact than mobile devices: 68% of those surveyed disagreed with the statement that data sent over a mobile phone or handheld is as safe as data sent from their personal computer.

“The research indicates that consumers are ready for the mobile web and marketers would be wise to focus on designing mobile web pages that are easy to use and engaging. With consumers ready to engage, marketers will benefit if they take action now,” says Gehly.




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