M-commerce may be here but someone apparently forgot to tell a lot of retailers. One of the complaints I hear over and over again is from consumers frustrated by the poor quality ofmobile websites. So I wasn’t at all surprised to see the results of the Limelight Networks survey in which consumers clearly state their frustration with the ‘bad shopping’ experiences they encounter on their mobile phones.
Here is the story:
“20% of mobile shoppers respond to a bad shopping experience on their mobile device by completing their research and/or purchase but vowing to never return to the site in the future if they can avoid it, with a further 18% saying they abandon the site and seek alternative brands using their device, according to a survey released in November by Limelight Networks. Data from the survey indicates that the remaining 62% of mobile shoppers abandon the site on their mobile device and return to the site at a later date using a computer. According to Limelight, though, this remains a sub-optimal result: the retailer has still lost the immediate purchase and cannot guarantee that the buyer will ultimately complete the purchase.
88% of the survey respondents said that the time it takes for the site to load or appear on the screen is an either important or extremely important feature of their mobile shopping experience. This was matched by the proportion who felt the same away about the availability of detailed product images on the site, such as “zoom in” product photography or product videos. More than 4 in 5 also said that mobile site optimization was important or extremely important to creating a good shopping experience. This could be unsettling news for a large number of companies worldwide: according to an October 2011 report from Econsultancy in association with RedEye, 70% of companies are not yet designing their websites specifically for mobile phones or tablets.
According to the Limelight survey, after researching but not purchasing a product on their mobile device, the largest proportion (76%) of mobile shoppers report purchasing the product directly at the store. 72% have bought a product on the retailer’s website on their computer after not purchasing it on their device, while less than 10% report having made a future purchase via a toll-free number or by phone.”
M-commerce is an odd phenomenon by virtue of the fact that it is very much consumer-led. Consumers are ready for it. Consumers want it. But retailers and shops and restaurants all lag behind. And the creation of a mobile website is not difficult, can be turned around in about quickly and is infinitely affordable. When will the stores of this world ‘smell the roses’ and start being where their consumers want them to be?
For the original article on M-commerce
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