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The CMO Council's Forum to Advance the Mobile Experience has released “The Global Mobile Mindset Audit: Taking the Pulse of the Global Mobile User,” a study that surveyed more than 14,000 mobile users in 37 countries about issues affecting their mobile experiences. We've broken out some select audit data below covering mobile device ownership and the myriad pains and annoyances respondents face when buying or using a mobile device.

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TOP PAIN POINTS WHEN BUYING MOBILE DEVICES
Lack of product demos 12%
Features not well-explained 11%
Lack of product knowledge 11%
Slow service 9%
Product not in stock 9%
Attempts to upsell 8%
Source: Global Mobile Mindset Audit

LEADING IRRITANTS AND CONCERNS OF MOBILE DEVICE USERS
Cost of service 34%
Battery life 34%
Losing phone/contact info 26%
Stolen or damaged device 20%
Other people's loud conversations 19%
Disconnect and drop-offs 18%
Source: Global Mobile Mindset Audit

EARLY PURCHASE EXPERIENCE ISSUES
TOO MANY FUNCTIONS I DIDN'T USE 16%
USER MANUALS WERE NOT GOOD 11%
HARD TO CONFIGURE OR CUSTOMIZE 10%
NOT ENOUGH AUDIO VOLUME 10%
COMPLEX FEATURES AND FUNCTIONS 9%
PRODUCT WAS DEFECTIVE 6%
Source: Global Mobile Mindset Audit

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