More companies are investing in the mobile web experience as their customers increasingly interact with them using smartphones and tablets, according to research published today.

The second annual Reducing Customer Struggle Report, published by Econsultancy in association with Tealeaf, the leader in customer experience management solutions, has found that more than three-quarters (77%) of companies are boosting investment in the mobile channel this year.

The report, which follows a similar study in 2011, is based on a global survey of almost 500 business professionals working for companies involved in e-commerce and e-business.

The research highlights a growing requirement for mobile engagement as part of the multichannel customer experience. More than half (58%) of companies surveyed said their customers typically research their products on mobile devices for later purchase online. Some 43% of respondents said their customers purchase products directly using a mobile device and a similar proportion (41%) reported that they research products or services for later purchase offline.

Encouragingly, since last year’s report, the proportion of organisations considering that the quality of customer experience via the mobile channel is ‘poor’ has significantly declined, from around half (46%) in 2011 to just under a third (31%) this year.

Compared to last year, 18% of company respondents rate their mobile channel as ‘good’ for quality of customer experience in 2012 compared to only 9% in 2011.

However, just under a fifth (18%) of responding companies describe their understanding of the mobile user experience as ‘excellent’ (3%) or ‘good’ (15%), compared to an equivalent combined figure of 45% for the overall online experience.

The proliferation of smartphones and tablets is evidenced by the amount of traffic now attributed to the mobile channel. Just over half of companies (52%) say that more than 10% of their traffic is via mobile devices. Some 17% of companies say that mobile accounts for more than 20% of web visitors, while 6% attribute more than 30% of traffic to mobile.

Geoff Galat, VP, Worldwide Marketing at Tealeaf, said: “The explosion in mobile adoption adds to the mounting pressure on consumer-organisations to deliver the best possible mobile customer experiences. We've seen that consumers do not differentiate between digital channels, expecting a consistent experience regardless of device. If digital retailers get the experience wrong on mobile they risk losing customers and not just from the mobile channel.”

Linus Gregoriadis, Research Director at Econsultancy, said: “The growth of mobile still presents major challenges for businesses wanting to understand the impact on customer experience and its role in the overall customer journey. This task is complicated by the fact that engagement on different mobile devices is very different, for example comparing the smartphone and tablet experience.”

According to the research, around three-quarters (74%) of companies indicate they have developed a mobile optimised site, with more than half (54%) indicating they have implemented an iPhone app and 39% having developed other mobile apps.

Few companies are tracking important mobile-related metrics, such as the value of mobile visitors. While 88% of companies track which devices and platforms are used by mobile visitors, only a minority track the value of mobile visitors (43%), behavioural differences of mobile visitors (24%) and the influence of mobile on online channels (22%).

The full Econsultancy / Tealeaf Reducing Customer Struggle Report 2012 is available for download at:

Email or call Econsultancy Research Director Linus Gregoriadis for a complimentary copy of the report and / or further information.
Email: linus AT
Tel: + 44 (0) 207 269 1465

About Econsultancy

Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and e-commerce, and used by over 400,000 internet professionals every month.

Our hub has 120,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, consultancy, face-to-face conferences, forums and professional networking.

Join Econsultancy today to learn what’s happening in digital marketing – and what works.

Call us to find out more on +44 (0)20 7269 1450 London) or +1 212 699 3626 (New York). You can also contact us online.

About Tealeaf

Tealeaf provides online customer experience management solutions and is the unchallenged leader in customer behaviour analysis.

Tealeaf’s CEM solutions include both a customer behaviour analysis suite and customer service optimisation suite.

For organisations that are making customer experience a top priority, these solutions provide unprecedented enterprise-wide visibility into every visitor's unique online interactions for ongoing analysis and web site optimisation. Online executive stakeholders from e-business and IT to customer service and compliance are leveraging Tealeaf to build a customer experience management competency across the organisation.

Founded in 1999, Tealeaf is headquartered in San Francisco, California, and is privately held.

For more information, visit

Published on: 11:00AM on 8th June 2012