According to a recent survey conducted by YouGov, 20 percent of mobile phone users in the U.S. access the mobile Internet at least daily. Surprising? Perhaps, but only because that percentage seems a little low. But maybe it is low for a reason.
Typical early adopters of technology (males and young adults) report being frustrated by the speed of the mobile Web, as well as the size of mobile Web displays. And significant proportions of respondents across all age groups admit they’d be more likely to use the mobile Web for various activities (including checking e-mail, consulting maps, shopping, browsing, etc.) if the displays are tailored for mobile use.
There are limitations to mobile Web usage, particularly when the sites being accessed are not created with a mobile audience in mind. Even if the site has the “m-dot” designation, obstacles can still persist. With viewing screens of mobile phones ranging, at best, a few square inches, real estate is at a premium. The time it takes to load a mobile Web page is compounded by variables such as carrier network activity. Not to mention that users have high expectations for website speed, based on their familiarity with standard PC-based websites.
That’s why Branding Brand relies on the DéjàClick Mobile Monitoring Solution as it designs and develops mobile commerce websites for its customers, which include major retailers such as Carnival, GNC, and Dick’s Sporting Goods.
Recognizing that rich features and functionality typically do not go hand in hand with high performance, Branding Brand uses DéjàClick to monitor how every element, new feature, or Web change affects the website’s speed and availability on specific mobile devices, such as the iPhone, iPad, BlackBerry and Android. Impressively, through this method, Branding Brand has created mobile websites for its customers that are twice as fast as the industry average.
Branding Brand also uses DéjàClick to generate detailed performance reports, which it shares with clients, giving them precise insight into how their Web stores perform on each specific mobile device.
The mobile channel represents a huge opportunity for retailers. A recent Adobe survey found that 62 percent of shoppers purchased physical goods from their smart phones in the past six months. Interestingly, two-thirds of the respondents in this study favored mobile shopping via their phones’ Web browser versus a dedicated app.
Tablets, also, have huge potential for retailers. Though the iPad has been on the market for only a year, many retailers report that it is responsible for driving nearly half of all mobile traffic to their websites.
Crucial to capitalizing on this opportunity is understanding the mobile user’s Web experience. Web designers and developers charged with creating and managing mobile websites need to know how they appear and perform on various mobile devices. Performance monitoring throughout and after the build phase is essential, and as demonstrated by Branding Brand, can have significant positive effects.
Download the complete case study to read more about how Branding Brand is creating high-performing mobile websites for its clients.