According to a recent report by e-commerce and digital marketing solutions provider EPiServer, almost two-thirds of smartphone and tablet users in UK access websites on a daily basis and over a half shop via their mobile device at least once a week. However, the mobile e-commerce experience is falling short of expectations, with half of shoppers confirming they often encounter problems.
The report, based on a 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 found 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.
Commenting on the insights, David Bowen, Product Manager, 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.”