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Retailers providing unsatisfactory mobile experience for shoppers

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15th May 2013
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Half of mobile shoppers are frustrated by a poor experience when shopping via their device, caused by slow site speeds (49%), unresponsive sites (48%) and difficulty logging in (35%).

As a result, one in five smartphone and tablet users cannot easily complete transactions on a mobile device, according to EpiServer’s latest study into mobile commerce.

The poll of 1,000 UK smartphone and tablet owners showed that online retailers that do not address these concerns risk losing business with 54% of consumers claiming they leave a mobile site when they run into difficulty and over a quarter (28%) turn to a competitor.

Interestingly, the report showed that the majority of mobile shoppers are not actually mobile when they purchase from their device. According to the findings, the most popular place to browse the web on a tablet is at home (80%), compared to 12% on public transport and 10% on the high street.

David Bowen, product manager at EPiServer, said: “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.”

However, recent research from Forsee claimed that whilst retail mobile experiences still slightly trail traditional online retail websites with regard to customer satisfaction, the gap is narrowing. 

The findings showed that satisfaction with traditional sites in the UK scored a 74 on the study’s 100-point scale, up from one point last year, whilst mobile experiences ranked slightly lower with 72—still a commendable two-point increase from last year.

Regardless of which research you choose to pout your faith in, it's becoming increasingly apparent that retailers need to get on top of customer experience if they are to succeed in the age of mcommerce.

Retail research firm Conlumino recently forecast that mcommerce will be responsible for driving a quarter of all purchases, either through price checking or direct purchases, by 2020. 

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