80% of UK companies ignoring the mobile revolution
EPiServer today reveals the extent to which UK companies are failing to meet consumer expectations for mobile website browsing. Research found that only 20% of companies have a mobile-optimised website in place and almost half (49%) of UK consumers are experiencing frustration with mobile sites.
More encouragingly however, the study also reveals marketers are beginning to plan for a mobile future with 76% saying they currently have a mobile strategy in place, and over a quarter (26%) expecting to launch a mobile-optimised site in the next year.
Consumer adoption of mobile devices is soaring, with 73% of consumers now accessing websites on mobile devices and two thirds having used a mobile app in the last year.
However, more than a quarter (32%) of survey respondents said they find mobile websites hard to navigate, while 35% said that if a mobile website is hard to use they’ll drop off
Almost half of consumers said they find mobile sites slow, over a third found logins difficult and a further third said mobile sites are often missing important functionality. Perhaps most worryingly, almost a fifth struggled to find the content they were looking for. A quarter of consumers said they would try a competitor if the mobile website they were trying to access was not working, while 64% said they’d only give a mobile website an average of three chances to work before moving on.
Maria Wasing, VP of Marketing Europe & Sales Operations at EPiServer, commented,” Our research clearly highlights the increasing importance of an effective mobile strategy in order to attract new customers and to effectively serve existing ones.
“The number of consumers carrying an internet-enabled device with them at all times is rocketing and, by thinking about the best approach for your brand now, businesses can make the most of the growing mobile opportunity.”
Consumers are not alone in the frustrations they experience when it comes to mobile websites and apps. Marketers report numerous barriers to developing coherent strategies such as lack of technology (24%), budget (23%), and the ability to prove ROI (7%).
The Retail Bulletin will be holding its 2nd Mobile Retailing Summit on September 26th 2012. If you would like to attend as a delegate or discuss sponsorship opportunities, email: email@example.com to register your interest.
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