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The CMO Council's Forum to Advance the Mobile Experience has released “The Global Mobile Mindset Audit: Taking the Pulse of the Global Mobile User,” a study that surveyed more than 14,000 mobile users in 37 countries about issues affecting their mobile experiences. We've broken out some select audit data below covering mobile device ownership and the myriad pains and annoyances respondents face when buying or using a mobile device.
| Lack of product demos | 12% |
| Features not well-explained | 11% |
| Lack of product knowledge | 11% |
| Slow service | 9% |
| Product not in stock | 9% |
| Attempts to upsell | 8% |
| Source: Global Mobile Mindset Audit | |
| Cost of service | 34% |
| Battery life | 34% |
| Losing phone/contact info | 26% |
| Stolen or damaged device | 20% |
| Other people's loud conversations | 19% |
| Disconnect and drop-offs | 18% |
| Source: Global Mobile Mindset Audit | |
| TOO MANY FUNCTIONS I DIDN'T USE | 16% |
| USER MANUALS WERE NOT GOOD | 11% |
| HARD TO CONFIGURE OR CUSTOMIZE | 10% |
| NOT ENOUGH AUDIO VOLUME | 10% |
| COMPLEX FEATURES AND FUNCTIONS | 9% |
| PRODUCT WAS DEFECTIVE | 6% |
| Source: Global Mobile Mindset Audit | |
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