Both the smartphone and the tablet are used a lot by the Dutch to look up information and to read the news. It seems logical that the tablet is more popular for purposes where the size of the screen is important, for example for looking at photos or videos and orienting on the purchase of products. Incidentally, women more often look up information on their tablet, while men use their smartphone more for this. We also see that a quarter use the smartphone and almost half the tablet to play games. It is striking that these are more often women than men.
What device do you use for the activities below? Basic: If you use the internet on a tablet/smartphone (n=638)
Mobile internet is most often used at home
Although it is always assumed that mobile internet is mainly useful when you are outside, the research shows that people also use mobile internet a lot at home. This applies to both the use of internet with a smartphone (80%) and the use of internet with a tablet (91%). Outside of home, the use of the tablet lags far behind that of the more portable smartphone. A fun fact: a list to data quarter of smartphone owners also use mobile internet on the toilet and these are more men than women! Do they sometimes also read Donald Duck on their tablet?
Where do you use the internet on your mobile phone/tablet? Basis: if you use mobile internet on a tablet or smartphone (n=543)
In terms of frequency of use, the smartphone has a slight advantage. The smartphone is used by six out of ten people several times a day, compared to half of tablet users.
Long loading time is the biggest frustration
Using mobile internet on a smartphone is more difficult than on a tablet. Two thirds (68%) of smartphone users have experienced problems visiting websites on their smartphone. For tablet users, this is 52%. Slow loading of websites is the most common problem, three out of ten tablet users and six out of ten smartphone users have experienced this at some point. In addition, people regularly experience that responsive design has not been used and that parts of sites do not work. Smartphone users also sometimes experience websites that crash (36%).
What kind of problems have you experienced while surfing on your mobile phone/tablet? Basis: If you use mobile internet on your smartphone/tablet (n=526)
…and when using mobile apps
The findings of this research are in line with the general results of our usability research into the functionality of apps on smartphones and tablets, conducted in June 2012. Although apps are not the same as mobile websites, the expectations are largely the same. The main difference is that people expect a relevant selection of information from an app, while the same content as on a normal website should be available on a mobile website. In addition, people expect to be able to find more information in tablet apps than in smartphone apps.
The 'app research' also clearly shows that users see good technical performance as a prerequisite if they want to use the app at all. If an app does not meet this prerequisite, it is removed from the device without mercy.
Risks: no return visit and a negative image
Problems with the mobile website pose major risks for companies. If problems occur, a quarter indicate that they no longer visit the mobile website in question on the device. This applies to both smartphone and tablet users. Websites that cause problems may also contribute to a negative image of the company.
The result may be that people visit the competitor's website or tell others about the poorly functioning website. Men 'suffer' more from the problems they experience with mobile websites than women and are more likely than women to take one of the actions mentioned. This shows how important it is to ensure that mobile websites work well on the different types of smartphones and tablets.
If you experience problems with a mobile website on your mobile phone/tablet, what do you do? Basic: If you use mobile internet on your smartphone/tablet (n=526)
In short
It is essential that the mobile website loads quickly and is quick to use, as visitors expect this and are not willing to wait for a long time.
Ensure responsive design . If there is no mobile site, the regular site should work properly on different devices.
Test the (mobile) website on different types of smartphones and tablets.
When developing a (mobile) website, take the size of a smartphone screen into account .
Consider introducing an app , these are used more often than mobile websites. With an app, people have easy and quick access to information.
Use the possibilities of the device! For example, use location information and give the option to view websites in both portrait and landscape.
The full report of both the 'What's happening online' research and the 'When will apps get applause?' research can be requested free of charge from the author, Lianne Worell, of Ruigrok | NetPanel. Also read the other articles in the series ' What's happening online '.