The highlights of the findings include:
- 58% of top retailers have a mobile-optimized website and 50% have an iPhone, Android or BlackBerry smartphone application
- 35% of those reviewed have both a mobile site and at least one mobile application
- Of those with a mobile website, 64% offer purchasing of goods and services, 17% offer inventory locators, and 14% include an SMS opt-in function
- 67% of the top “non-store” retailers, including Amazon, Home Shopping Network, and Peapod, have both a mobile site and application, which is more than double that of those retailers with stores (31%)
- Of those with a smartphone application, 96% have an iPhone application, 56% have an Android application, and 17% have a BlackBerry application
- Only 7% of top retailers have launched applications for all three platforms
- Grocery, Pharmacy & Convenience Store retailers that are providing convenience features like personalized shopping lists, prescription refills, and photo processing orders opt for mobile apps (49%) more often than mobile sites (38%)
- Restaurants & Fast Food chains have a clear favorite of mobile sites over applications; just 35% have a smartphone application while 74% have invested in a mobile-friendly site enabling download-free access to location, menu, and reservation information
“When you consider the many ways consumers are using mobile devices to improve their shopping experiences and the fact that 42% of the leading U.S. retailers are without even a basic mobile website, it becomes apparent there is a gap between shoppers’ behavior and retailers’ presence on mobile,” said Michael Scully, Managing Director at 2ergo Americas.
“Retailers should keep in mind that ‘mobile shopping’ is about more than just facilitating an on-device purchase,” Scully continued. “It is about catering to the context of a mobile visitor. The goal of a mobile presence should be about offering real value to customers such as on-the-go price comparisons, inventory locators, store locators, easy access to customer service, and product reviews. A mobile visitor is already overcoming a number of hurdles to connect with a brand, and these actions signal an especially valuable relationship opportunity.”
2ergo’s research also highlights the drastic differences between categories of retailers, indicating there is not a one-size-fits-all approach to mobile. For example, it makes more sense for Restaurants & Fast Food chains to include reservation or menu features than it does to offer inventory lookup. The vast majority of retailers, however, can benefit from including store locators, click-to-call, mobile loyalty programs with coupons, and other uniquely mobile features.
In the course of the study, 2ergo also found that many retail mobile sites are victim to slow load times, out-of-date information, complicated navigation, and too many clicks in order to complete a conversion. Much of this is the result of trying to fit the desktop web onto a mobile device by applying more traditional design techniques and technology.
“Retailers face real challenges when launching a mobile presence – integration of existing databases for accurate real-time data, speedy load times, optimization for smartphones while not ignoring feature phone users, and access to actionable analytics,” said Scully. “At 2ergo, we employ a consultative approach with our clients to develop mobile web solutions that address all these usability and technology challenges in order to deliver exceptional experiences that provide ROI to the retailer. They know their business best, and we know mobile. It’s a powerful combination when you put it all together.”
