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Latest research from Econsultancy revealed that 37% of consumers agree that many mobile websites are difficult to navigate, a 5% increase from last year. This is quite interesting, with the study revealing that consumers are often dissatisfied with the user experience available on mobile websites. With mobile and tablet growing in recent years, and destinations and tourism organisations tapping into this new area of digital, they need to keep in mind that consumers are seeming increasingly unforgiving of mobile sites and applications that don't meet their expectations.

Consumer Expectations

A range of destinations and tourism organisations have mobile websites and applications; however, this does not necessarily mean that consumers will have a good user experience when accessing and using them. 47% of consumers claim that if applications are difficult to use, they will delete them and look for others. Consumers seem to have more patience when it comes to mobile websites, as only 38% of consumers said they would go onto a different site if a website was difficult to use. The problems encountered by most consumers with the sites are the page loading times and having to scroll both vertically and horizontally to access information. Another major issue was the fact that links could sometimes be too small to click on.

Consumer Experience First

The consumer experience should always come first in terms of planning and executing ideas. An increasing number of organisations are investing in mobile optimised websites or applications, and ultimately it is the consumers that use them and make the quick decisions about their usefulness. Businesses need to ensure that their mobile websites and apps offer a good consumer experience and are designed in a way that makes it easy for consumers to find information and browse within their sites.

Consumer experience needs to come first. So before destinations or tourism organisations think about the next app or further investments into mobile sites, they should ensure that they can actually deliver and ensure that consumers enjoy using the mobile offerings. Do you know if your consumers have a good experience on your mobile website or app? Ensure your investments into mobile are doing the job, to allow your consumers to get the most out of them!

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