4) What They Really Think and Say About Mobile
Talking about measuring what customers think about mobile.
4 Mobile Themes:
1. Functionality
2. Mobile Is/Isn't the Web
3.Technology Issues
4.Adulation
Functionality:
People have a very specific task to accomplish.
The emergence of the tablet has moved mobile to more of a browsing experience.
Mobile IS/Isn't the Web:
- Some people want everything from the web site.
"The right content is king"
Technology Issues:
- People don't expect technology problems.
Adulation:
- People are thrilled to participate via mobile.
- They are willing to give feedback
How do you measure:
- Phone and Tablet are different
Context:
- Mobile is a critical growing channel
