Internet Users Expect More Personalized Mobile Apps, Sites - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Internet Users Expect More Personalized Mobile Apps, Sites

Consumers want personalization

May 16, 2016

Generally, internet users want a convenient and secure mobile experience, a February 2016 survey found. Over the next three years, respondents expect the mobile experience to not only be more personalized, but also something that can adapt and react to location.

Future Expectations for the Mobile Experience According to Internet Users Worldwide, Feb 2016 (% of respondents)

Sitecore and Vanson Bourne surveyed 4,500 internet users ages 18 and older. More than a third of respondents said they expect their mobile apps and websites to be more personalized over the next three years. A third also they expect faster payment methods.

Other expectations that internet users worldwide have include being able to order on the go with faster delivery, instant real-time online customer service and seamless product offering across different channels.

Leading Benefits of Using Enriched/Personalized Content and Digital Interactions According to Senior Marketers Worldwide, June 2015 (% of respondents)

On the whole, personalization is something that many consumers expect and want. Research from Magnetic and Retail TouchPoints found that the most important element of the shopping journey is making sure the online experience is easy—and relevant.

And personalization can help drive engagement and conversions. Data from the CMO Council revealed that higher response and engagement rates are the No. 1 reason to use personalized content.

Go beyond the articles

Corporate subscribers get quick and easy access to the exact data and analysis they need to make critical business decisions:


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.