Mobile Web presence among the Belgian Retail Sector
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Transcript of Mobile Web presence among the Belgian Retail Sector
1st mobile site Barometer for Belgian Retailers
Website’s performance on Smartphones
Mobilosoft
“Bringing customers back to
stores via the (mobile) web”
Mobile Web Solutions for Retail• Standard approach based on customers
expectations (the same works for all)
• Pricing: monthly license all our customers benefit from the latest innovations
• Traffic generation solutions (to the mobile site)– SMS lists & CRM
– …
• Content management solutions:– Manual encoding
– Synchronisation services
Case: Red Market
On line: 22 March 2012• > 2000 visits• Avg. time spent > 2 min• 40% returning visitors
(stay 3 min in avg.)
Setup & Management• 1 day from decision• Mobilosoft updates
Centralised data managementThe web now is not anymore one place (your website), your must be present on Google, Foursquare, Facebook,…
Mobilosoft provides you a solution that gather all your data and deliver it to the relevant platforms with the relevant format.
• Foursquare
• Your sites
• Your Apps
• …
22%
Smartphone Penetration*
* Study by Ipsos & Google – May 2012
About the Study
• 550 Belgian Retailers’ website tested• May & June 2012• 38 sectors (Top Trends)
Test your site: http://www.mobilosoft.com/testyoursite
Mobile Presence ?
93%
7%
NoYes
10 (/38) sectors higher than 10%
Automotive
Electro
Hotel
Kitchen
Nautic
Petrol
Accessories
Sport
Travel
Fast Food
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
33%
11%
40%
33%
33%
18%
22%
11%
33%
33%
8 (/38) sectors between 2% and 10%
Banking
Brico
Cosmetics
Fashion
Gardening
Traditional retail
Press
Retail
Shoes
0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10%
7%
9%
8%
4%
5%
6%
9%
2%
5%
Others: no mobile-optimised sites• Accessories• Pets• Baby• Bus• Chimneys• Chocolate• Hair• Deco• Detail• Furniture
• Laundry• Lingerie• Services• Shoes & leather• Sport Center• Telephone• Toys• Trucks• Tyres
In the food-Retail sector, only Renmans & Red Market have a mobile website !
Product Catalogue is the most-represented functionality
Store locator
Promotions
Catalogue
Social Networks
Link to desktop site
69%
18%
74%
31%
64%
Average loading time in seconds
2G 3G 4G Wifi
23.05
5
2.8 2.5
29.9
6.2
3.4 2.8
29.4
6.1
3.3 2.8
Mobile siteDesktop SiteAverage
Customer expectations
• 60% expect a mobile site will load in 3 seconds or less*• 74% are only willing to wait 5 seconds before bouncing*
* Study by Compuware on more than 4000 users worldwide: http://www.compuware.com/about/release/592528/new-study-reveals-the-mobile-web-disappoints-global-consumers
• Almost 50% wont come back to a site where they’ve had troubles accessing with their smartphone*
• 57% are unlikely to recommend that site*
• More than 80% of mobile web users would access websites more often from their phone if the experience was as fast and reliable*
Speed distribution on 2G networks
Less than 5 sec 5 to 10 sec 10 to 25 sec 25 to 50 sec 50 to 75 sec More than 75 sec
15%
21%
44%
12%
0%
9%
22%
17%
12%
26%
12% 11%
Mobile site
Desktop Site
Avg: 29,4 sec
Acceptable
Speed distribution on 3G networks
Less than 3 sec 3 to 5 sec 5 to 10 sec 10 to 15 sec More than 15 sec
35%
41%
15%
0%
9%
31%
24%
28%
11%
6%
Mobile site
Desktop Site
Avg: 6,1 sec
Good Acceptable
Speed distribution on 4G networks
Less than 2 sec 2 to 3 sec 3 to 5 sec 5 to 10 sec More than 10 sec
38%
35%
18%
6%
3%
29%
25%27%
16%
2%
Mobile site
Desktop Site
Avg: 3,7 sec
Good Acceptable
Speed distribution on Wifi networks
Less than 2 sec 2 to 3 sec 3 to 5 sec 5 to 10 sec More than 10 sec
46%
27%
19%
8%
0%
36%
29%
24%
10%
1%
Mobile site
Desktop Site
Avg: 3 sec
Good Acceptable
Flash
83%
17%
NoYes
Your website is not visible
on iOS devices (iPhone,
iPod, iPad) !
Code optimised for smartphones
31%
69%
On desktop sites
YesNo
32%
68%
On mobile sites
YesNo
Average number of files & size of the site
Mobile Desktop
19.5
24.6
Average # of files
Mobile Desktop
528
692
Average size (kb)
Standard: 10 files Standard: 87kb
Distribution of the number of files
Less than 5 5 to 10 10 to 15 15 to 30 More than 30
3%
30%
14%
24%
30%
17% 16%14%
41%
12%
Mobile site
Desktop Site
Standard: 10 files
Good
Distribution of sites size
0 to 50 kb 50 to 75 kb 75 to 100 kb 100 to 125 kb 125 to 200 kb 200 to 300 kb More than 300 kb
11%
3%0%
9% 9%
17%
51%
12%
4% 4%0%
7%10%
62%
Mobile site
Desktop Site
Standard: 87kb
Good
Conclusions
• No mobile optimisation• Bad architecture (desktop & mobile)• Pages too heavy (desktop & mobile)
Poor performance on your customer’s smartphones
Test your site!
http://www.mobilosoft.com/testyoursite
http://m.redmarket.be
1,9 sec (3G)
5 files
114 kb Optimised code
Simplicity is the ultimate sophistication !
By @mobilosoft