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Europe leaps ahead in mobile sites retail study
Retailers should be exploiting Mobile opportunities

July saw the performance of European mobile sites soar, taking the top six places for load time in the Keynote Mobile Retail Index – World Edition.


Europe leaps ahead in mobile sites retail study

July saw the performance of European mobile sites soar, taking the top six places for load time in the Keynote Mobile Retail Index – World Edition.

The top six websites – which were from Germany, UK and France – took an average of just under six seconds to load and, by comparison, the top six non-European sites took 10.1 seconds, more than four seconds slower.

Keynote Competitive Research, the industry analysis group of Keynote Systems, tracks the mobile site performance of 24 of the top retailers across seven countries.  Overall, websites performed better in July, when compared with June. In June, the average load time was 20 seconds, which fell to 15.68 seconds in July. The average availability of the mobile retail sites monitored was also better during July, increasing from a 96.64% success rate to 98.04%.

The scoreboard for mobile website availability changed considerably between June and July, with Walmart – which was at the top of the table with 100% availability in June – falling to nineteenth, as Amazon in Japan took the top spot with 100% availability.

Top 5
Rank Country    Retailer      Avge. load time (secs)

1      Germany  Otto           4.49
2      UK          Tesco         5.39
3      Germany  Aldi            5.45
4      Germany  Amazon      5.53
5      UK          John Lewis  7.29 
6      France     Fnac          7.39

Robert Castley, lead solutions consultant at Keynote systems  said,“Achieving customer loyalty through a consistently well performing website is crucial in the current highly competitive marketplace, and especially when you consider how easy it is to switch from one website to another on a mobile device.”

“Retailers need to understand that how their mobile website performs is equivalent to how staff treat customers in a traditional shop.  User experience can make or break a reputation and customers need to be talking about your mobile website for the right reasons, this is something that the non-European companies in the table need to remember.”

Retailers can learn how to improve sales, loyalty and customer experience in an increasing mobile marketplace by attending the Retail Bulletin’s 2nd Mobile Retailing Summit, 26th September 2012. Speakers and panellists for this event include: 
Steve Moore, Head of Customer Experience, The Carphone Warehouse, •Nick Marley, Head of Web and Mobile Ecommerce, •Kate Cuthbertson, Head of Mobile Innovation, ASDA •Jonathan Wall, Group E-Commerce Director, Shop Direct Group •Nick Darby, mCommerce Manager, Clarks •Andy Towers, Head of Product Development, •Andy Letting, Head of New Channels, Ladbrokes •Thomas Ableman, Commercial Director, Chiltern Railways •Fraser Davidson, Director, Javelin Group •Damian Stafford, Co-founder, Mobileweb Company •Martin Beasley, Principal Consultant, Retail, FICO, •George Berkowski,Head of Product, Hailo, •Jeremy Barden, Chief Operations Officer, Mobile Money Network.
For the full programme and registration, click here.

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