User behaviour on mobile sites

The usability of mobile sites has become increasingly important when it comes to attracting, engaging and retaining customers.

As more and more mobile phone users are accessing the mobile web through handheld devices, the usability of mobile sites becomes increasingly important when looking to attract, engage and retain customers.

Due to increasingly advanced mobile phones, with bigger screens and improved options for data input, users are expecting more advanced functionality and more engaging mobile experiences.

In addition to continuously advancing hardware, the amount of mobile web use is increasing as more users access the web with unlimited data packages.

Cimex recently conducted a week long (Mon-Sun) mobile diary study with 10 participants, tracing users’ mobile experiences in real life everyday contexts and situations.

The research reveals astonishing insights into user behaviour on mobile sites and the need for usability testing for mobile applications and sites. Below we have compiled our core research insights from this study:

Stationary or moving users?

In terms of the context in which users access mobile site, the study revealed at least six different contexts:

• Public transport
• Private transport
• Home
• Meals, drinks & social situations
• School, work & on-the-go
• Outdoors & leisure

Moreover, mobile use is now so integrated into the user’s everyday life that in several situations where users have access to a bigger screen through a laptop or desktop computer, they still complete their search for information on the smaller, handheld device.

Reaching for the stars

The users’ diary feedback showed that users, especially those with advanced mobile phones, have high expectations for a mobile site’s functionality. This applies to interactive maps and tools in particular.

Navigating the mobile terrain

Currently, many mobile sites lack logic and lead to confusion, often due to inadequate labelling of navigational hyperlinks. Especially on lower level content pages the navigation is often too longwinded and appears to users as requiring too many clicks, without providing shortcuts or clear links back to the homepage.

Pretty pictures

In terms of design, different users show different design preferences. Those with older devices appreciate simple and clear interfaces, while users with advanced devices and big screens expect a far more visually rich interface than many websites currently offer.

Information load and unload

In many situations, especially when using the mobile on the go or under time pressure, users appreciate very clear and concise information that provides them with basic information. When browsing a mobile site however, or looking for more in-depth information, users often note the lack of internal and external links on mobile sites, which would direct them to further background information.

Filtering for search, searching for filters

Several search tasks were frustrating for users due to a lack of search or filter options. Increasing the use of filters and search options would help users to complete search tasks more easily and will increase the likeliness of completing even complex searches using a mobile device.

Lost or found through labelling

For promoting the use of mobile sites and applications, it is vital to indicate the mobile and the regular website version in the results display of search engines. Especially when users are directed to a site via e.g. Google on a phone that allows them to access the regular site due to their bigger screen, they will not notice (at first) on which version of the site they are. However, the regular site, designed for computer screens, will to lead to obstacles the mobile site would not.

Overall, the findings from this mobile diary study show some of the vital insights that can be gained from user research on mobile sites and applications.

Cimex can help organisations uncover those problems and barriers users face when accessing a mobile site. Our state of the art usability labs are equipped for mobile user testing on prototypes or existing sites. For even more realistic tracing of user behaviour in everyday situations, we are conducting highly successful diary studies.

To keep on top of technological advancements we are continuously working on new methods and techniques to capture mobile use when and where it happens – every day, everywhere, any time.

Find out more about Cimex’s mobile offer.

Published: 02 Jul 2009

Tags: Customer insight, Mobile