UK lags behind Germany for speed of mobile retail sites
The study carried about by internet and mobile cloud monitoring specialist Keynote, tracked the mobile site performance of 24 of the top retailers across eight countries.
Results for September show that the UK sites monitored – Next, Tesco, Marks & Spencer and John Lewis – improved overall in terms of their mobile performance. However, some sites struggled with availability. Tesco’s mobile site came in last with a poor average success rate of only 93.55% for the month.
German retailers outperformed all of the other sites monitored in the response time category with OTTO, Aldi and Amazon (DE) securing three of the top four spots. OTTO was the quickest site to load with an average response time of 4.49 seconds.
Carrefour was the poorest performing mobile site with an average availability of 99.29% and a very slow response time of 56.06 seconds.
Robert Castley, lead solutions consultant at Keynote Systems said. “This year more than ever before, we’re going to see a huge number of consumers conducting their Christmas shopping on their mobiles – whether it’s for research, browsing, comparing prices or actually making purchases. However, if consumers have to wait for more than ten seconds for a mobile site home page to load, it’s unlikely they’ll have enough faith in the retailer to complete a transaction from their mobile phone.”
He added: “It’s no longer acceptable for retailers to expect mobile shoppers to navigate around a Web site that is not configured for their mobile device.”
The mobile sites were measured using a webkit based smart phone browser every hour from London, Nürnberg, Paris, San Francisco, New York, Stockholm, Sydney and Tokyo.
Mobile-The Biggest Opportunity In Multichannel Retail is the topic for an interactive panel discussion at The Retail Bulletin’s 3rd Multichannel Retailing Summit 2012. Confirmed panelists so far are: Jon Asbury, Multichannel Development Manager- Halfords; Rajeev Aikkara , Project Manager, Mobile Solutions - asos.com; Simon Smith , Head of Multi Channel Customer and Employee Experience - o2 Telefónica.
The event, in London on 1st February 2012, will examine how retailers can maximise profits and market share through cost effective, engaging and seamlessly integrated multichannel strategies. Other confirmed speakers include Tesco.com, Schuh, Santander UK plc, Marks & Spencer, Boots.com, Game Group, Alexon Group plc, , Everything Everywhere, Penhaligon, Joules Clothing, Adnams Plc, Best Buy UK, Collect Plus, Norbert Dentressangle. Click here for full details.
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