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Mobile Internet: looking for an improved user experience

2014-02-17 13:55 by Nathalie Kantorowicz (comments: 0)

Latest data on UK tablet penetration roundup by eMarketer* show that tablets, which are gaining ground fast in the UK population, 20m UK users by end 2013, with a healthy 41% increase year on year, are due to be used by nearly 53% of the population by end 2017.

After being used at home by early adopters, tablets have now reached a more mature stage in their lifecycle, and being used increasingly on the mobile network, they become a key part of Brits mobile kit. Strongest penetration growth in the past 12 months is with the kids 5-12, particularly the 8 to 11 year olds, the 65 +, and young mums. Kids use tablets mostly for gaming or watching video content on YouTube, and Seniors are more likely to use a tablet than rest of the population as they deem Smartphones "too fiddly".

However, one key finding displayed in the eMarketer webinar was the fact users were frustrated by mobile apps and sites that didn't provide a satisfactory experience, and that many businesses needed to adapt quickly to the prevalent use of Internet, namely on the go.

Research in our own consumers communities** shows that in the UK, teenagers and adults together feel more comfortable using a laptop or a tablet than a Smartphone for shopping, on grounds that a bigger screen allows to display items more properly "you can see everything in one place"; and also because "it seems more secure".

They enjoy gaming and browsing on their tablets 'mainly for convenience'; yet they are frustrated by user experience on their mobile or tablet my usual day goes by waking early, reaching for my iPhone and looking at safari. The new page home screen is set to BBC news. Like all mobile sites / apps i always feel i'm missing something, even though i'm not - maybe that's something that's going to take me sometime to change / adapt!.

*eMarketer webinar, Keeping Up With UK Tablet Usage, Feb. 2014

**Online discussions with teens and adults in the UK, February 2013 to February 2014

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