Brands are failing to offer their customers a truly mobile experience and are therefore missing out on potential business.
A survey of more than 500 UK consumers by 3radical says marketers should stop treating mobile as a “nice to have” and instead make it their priority.
There are now more mobile devices than there are people in the world, but companies still lack a good mobile and multi-channel offering, the study suggests.
83 per cent of consumers polled said their mobile experience when searching for things to buy is poor and would move away from brands who can’t deliver a decent mobile experience.
79 per cent respondents would be more likely to buy from a brand offering a good customer experience on all relevant channels.
David Eldridge, 3radical’s chief executive officer, said: “Mobile should be central to every marketer’s strategy. The brutal truth is that behaviour has changed and the industry must stop treating it as a nice to have, instead focusing on it as the most important channel to reach.
“The ubiquitous nature of mobile means that it’s the best way to target an audience that is constantly on the move. The technology that is enabled with mobile devices, including location and social for example, means you can do so much and in a more authentic, useful way.
“The most successful mobile campaigns are those that help to develop more of an emotional connection with the brand rather than a transactional one, by creating interesting ways to interact across the customer journey and therefore offering plenty of ways to re-engage with them multiple times.”