Over half of smartphone and tablet users shop via mobile every week
Episerver study shows mobile is becoming the defacto browsing and buying method in the home and on the go
London UK, 1 May 2013: Almost two-thirds of smartphone and tablet users access websites on a daily basis and over a half shop via their mobile device at least once a week, according to new research from e-commerce and digital marketing solutions provider Episerver. However, the mobile e-commerce experience is falling short of expectations, with half of shoppers confirming they often encounter problems.
The survey of 1,000 UK smartphone and tablet owners shows the biggest bugbear for shoppers using mobile sites is speed, cited as a frustration by 49%. However there are many issues impacting the mobile experience unrelated to loading speeds. These include having to navigate both horizontally and vertically to view the page (48%), difficulty logging in (37%), and links that are too small (35%). One in five smartphone and tablet users said they can’t easily complete transactions on a mobile device.
The study suggests that retailers risk losing significant business by not meeting these mobile expectations, with 54% of consumers leaving the mobile site when they run into difficulty and over a quarter (28%) turning to a competitor.
The study also shows that using a tablet or smartphone is not necessarily a ‘mobile’ experience. The most popular place to browse the web on a tablet is the home, cited by 80%, compared to 12% on public transport and 10% on the high street. Similarly, the majority of smartphone users access the web at home (62%), although they are more active than tablet users when out and about, with 33% using the web on public transport, 25% on the high street and 14% in the car.
David Bowen, Product Manager, Episerver, commented, “Our research shows that mobile devices are becoming the first choice for accessing a website or app, regardless of location. As a result, the mobile experience becomes critical to any business’s web strategy, as today’s mobile-savvy consumer becomes less forgiving and expects mobile sites and apps to offer all the functionality they are used to on a desktop. ‘Mobile first’ is rapidly becoming the most sensible strategy for any e-commerce business.”
The results of the survey of smartphone and tablet users form part of a new report from Episerver, Mobile commerce: What consumers really want, available for free download here. The report compares the expectations of mobile web users to the experience provided by the UK’s top retailers. It includes practical advice and real-world examples to highlight simple measures where retailers can improve the mobile commerce experience.
Episerver connects ecommerce and digital marketing to help business create unique customer experiences which generates business results. Episerver's platform combines content, e-commerce and multi-channel marketing capabilities to work full-circle for businesses online, from intelligent optimization, lead-generation through to conversion and repeat business.
Sitting at the centre of the digital marketing ecosystem, Episerver empowers online and IT professionals to create superior customer experience for more than 20,000 websites worldwide. Built on .net, and supported by a pioneering partner network of over 630 partners in over 30 countries, Episervers platform gives customers the ability to deliver the right content to the right person in the right format at a time that suits them. This approach means customers can maximize their investment in digital marketing and increase ROI. The company was founded in 1994 and has offices in the United States, Sweden, Denmark, Norway, Finland, The Netherlands, South Africa, Australia, Spain, UAE and the United Kingdom. Episerver is controlled by the IK2007 Fund. IK Investment Partners is a European private equity firm with Nordic roots, managing €5.7 billion in fund commitments.
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Ian McKee / Katia Bouznik
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