How Mobile Technology Is Changing Marketer & User Experience?

Maxx Well
Feb 25, 2020   •  1 view

Mobile technologies have forever changed the attitude of users to brands and their expectations from interacting with sites, mobile versions and applications. What recommends optimizing Google? "

The original ThinkWithGoogle article is called differently: How user behavior affects mobile experience. However, we suggest looking at the presented data from a different perspective.

Digital technology has changed the user experience beyond recognition. Mobile technologies have simplified, accelerated, changed the way the user interacts with brands. User expectations from each new interaction are all higher. Technologies are becoming more familiar, and now the absence of any way of interaction is perceived as unusual.

Every time a brand introduces a new approach, a new way of interaction, simplifies and improves existing methods, the quality bar is increasing for everyone. Seeing this with one brand, the user expects to find the same with others. Brands, on the other hand, had no room for error. There are too many brands, all of them are in click accessibility thanks to mobile technologies.

Creating a successful user experience turns into a real challenge. Now it is impossible to predict what will become popular with the user, in which direction to move, what to bet on.

Jason Spero, Head of Google’s Mobile Department, provides the following recommendations on how to make it easier to create the perfect user experience in today's realities. It is important to ask a question, not what and how to improve, but build on the expectations of users. How the consumer wants to interact with the brand.

1. Mobile technology has forever changed user experience

The technology itself has changed. They have become simpler and more useful. They do not require study to use. Smartphones and auxiliary gadgets have taken on most of the functions for which the user had previously required complex chains of actions: contacts with people, all remote communication technologies in one gadget, payments, gliders, applications for work. The smartphone is becoming a full replacement for desktop user experience.

Modern technologies provide faster and easier interaction, and this in turn makes users impatient. Their desire to wait is rapidly falling. Therefore, from the question “Who will do this better?”, Users move to the question “Who will do this faster and better?”.

53% of users will leave the mobile site if the download time exceeds 3 seconds.

This conclusion applies not only to mobile sites, but also to desktop versions. Slow loading is depressing. Nobody wants to spend time waiting for the unknown (especially if this is the first visit from search results). The user has no reason to wait. After all, there, on Google or Yandex, hundreds more suitable answers.

Google has tested 900,000 sites from different countries. The average mobile page load time is 22 seconds.

Download speed is a problem for the developer, for the designer and for the marketer

2. Personalization

Modern mobile technologies allow you to get the maximum dynamic data about the user: what he was looking for, where he is now, what he was doing in a given period of time.

The user has come to terms with the fact that smartphones collect data. Therefore, in return, a relevant, personalized user experience awaits, in line with its expectations and goals here and now.

89% of U.S. marketers say personalizing user experience has increased brand profits.

Personalization is a strategy, not a technology. The availability of user data allows us to make more rational decisions and implement them in UX.

63% of users expect the brand to change user experience (offers, product selections, discounts), given their previous purchases.

In other words, if the brand knows that I just bought shoes, then let it offer me socks, not a similar pair.

3. Availability of interaction

The user expects that the ways of interacting with the brand are the same on all devices: from mobile, from desktop and in the store itself. Modern technology allows you to not interrupt the interaction, wherever the user is. So, Walgreens allows you to get a doctor’s consultation through the app to buy the right drugs here and now in the brand’s pharmacy.

The user expects instant help from the brand, high information support, quick contact with a live representative of the company in a convenient format ( chat , voice).

In 30% we find chats with automated answers (mostly requests to wait, stay on the line, promises to answer right now). In most cases, chat works solely as a form of feedback without the possibility of a live dialogue.


Thanks to mobile technology, the modern user expects the brand to be click-through anywhere, anytime.

The speed of interaction is becoming increasingly important. Moreover, the line between mobile, desktop and offline experience is erased. The user expects quick service anytime, anywhere.