The Ever-Increasing Mobile Performance Credence

Posted by Bill Siwicki on May 18, 2015 6:53:00 AM
Bill Siwicki
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I realized recently that my expectations of mobile performance are insanely high. As wireless network connections have evolved and become faster and faster over the years, my patience for poor-performing mobile web sites and mobile apps has dwindled to an almost non-existent level.

I “talk” to my smartphone a couple times a day, using language I cannot use here. I do so when something on my phone is not happening as fast as I expect it to happen. Click here to watch a 1984 20-second video of then-Saturday Night Live star Jim Belushi. That, more or less, is the level of frustration I outwardly express toward my smartphone when things don’t go right.

For years, mobile consumers have not had a great deal of tolerance for slow mobile sites and apps. But I started wondering. I use my smartphone not that much more than the average smartphone user. I’m connected by the same types of wireless connections. I’m using the same apps. Maybe my insane expectations are not truly insane. So I reached out to an expert source to find out.

Turns out: I’m more or less normal.

Mobile Performance Expecations

“Based on my experience over the years in my various roles in the mobile industry, I can definitely confirm that your experience of the trend and current state of user expectations for mobile apps and mobile sites is increasingly becoming the norm,” says Peter Kacandes, mobile technical product marketing
manager at AppDynamics, a digital performance research, testing and monitoring firm. “In order to meet these increasingly high expectations from mobile users, the rule of thumb is that no task should require more than two or at most three user actions to complete, and response times for any digital transaction should be under three seconds, maximum. Anything beyond that and the data clearly shows there will be an exponential drop-off in the conversion rate of users completing a task or waiting for information.”

AppDynamics recently released a report entitled “The App Attention Span.” Based on the findings and on my experience, I think it should be entitled “Hoo, Boy, Are Your Mobile Customers Impatient!”

As smartphone and tablet owners become more familiar with, and reliant on, mobile apps and sites, their expectations regarding performance increase, finds the report, which includes a survey of 1,000 U.S. and 1,000 U.K. mobile device owners. AppDynamics conducted the survey with the Institute of Management Studies at Goldsmiths, University of London. 48% of U.K. respondents say their expectations of performance are 'increasing over time; 65% of U.S. respondents say the same, the report says. Their tolerance levels also are changing: Close to half (48% for U.S. and 47% for U.K.) of respondents are less tolerant of problems with mobile apps and sites than they were a few years ago. The results show that the margin of error regarding mobile app and site performance is diminishing, the report says.

Read this article in its entirety. 

Topics: Mobile Retail Apps, Retail Industry Research

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GPShopper is a mobile commerce platform and app developer for retailers, using technology to transform the total retail experience.  GPShopper is a Synchrony solution. 
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