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Trends: Online Touch Points Need to Evolve

Sat Apr 2, 2011 - 9:24 PM EDT - By Annie Latham

Earlier in the week, research firm TNS, of TNS Mobile Life 2011, the largest global research study into today's mobile consumer (more than 25,000 hours of interviews with over 34,000 respondents in 43 countries). The objective of the study is to provide a complete understanding of consumer experiences with mobility today and insights into how this will change tomorrow.

Findings include:

> More people (35% vs. 32%) prefer to use their mobile phone vs. their laptop to navigate the internet suggesting that enterprises who seek visitors to their sites not only need to be enabled on mobile platforms, but need to consider their content strategy for their site.

> Impact of content, applications, and function options are increasing as a primary purchase decision (32%).

Sanjay Mutha, executive vice president of TNS, had this to say in a written statement:

With consumers devouring more content than ever, the mobile device is increasingly becoming the primary device for internet access and communication. It's critical that all industries which aim to develop a stronger relationship with their consumers, from content brands to financial service organizations, make the consumer experience online seamless as we experience this shift in consumer perceptions of value and utility.

Traditional online touch points need to evolve. Enterprise Web sites need to progress and include more media rich content (podcasts, video, etc.) over text on their mobile applications. Looking forward, we see digital touch points advancing and gaining influence with every type of consumer.

Further findings from the
TNS Mobile Life study show that content and service offerings are also playing an increasingly important role in terms of operating systems, with consumer loyalty supporting the continued growth of Android and iOS systems. This loyalty is attributed, in part, to Apple's and Google's ability to keep pace with consumer’s content demands, particularly with regard to social networking and rich media functionality.


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