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

– Google

– …

• 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.

• Google

• Foursquare

• Facebook

• 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