Global tablet users have high expectations for Web experiences and are less likely to make online purchases from companies that do not meet those expectations, according to a study conducted by technology performance vendor, Compuware.
The survey, ‘Engaging the tablet user: What they expect from websites’, sampled 2033 respondents. A third of them revealed they will not make purchases online from businesses that do not meet their Web expectations.
Four out of 10 experienced a problem when accessing websites. Among those, two-thirds reported slow load times, and more than 40 per cent experienced website crashes or problems with website functions.
Compuware said tablet users expect websites and transactions to work flawlessly as their expectations have been shaped by years of using powerful PCs to access fast websites delivered by Internet leaders.
The survey showed that users expect tablets to perform as fast, or faster, than on a desktop or laptop computer at home.
“Based on the survey results, companies are not meeting tablet users’ Web experience expectations. Tablet users represent a coveted audience that in general tends to spend more per order, so organisations that ignore tablet users do so at their own peril,” Compuware APM chief technology officer, Steve Tack, said.
Other key findings from the study include:
- 46 per cent of tablet users turn to competitors’ websites when they have a bad website experience; 35 per cent are less likely to visit the problematic website on any platform and 33 per cent are less likely to purchase from that company.
- Nearly half of tablet users will retry a website only once or twice if it fails initially.
- Almost 70 per cent of tablet users expect a website to load in two seconds or less.
- Slow load times (66 per cent), site crashes (44 per cent), problems with site functions (42 per cent) and issues with site format (40 per cent) are the top reasons behind experiencing a problem.