Half of Brits say m-commerce experience falls short of expectations
Almost half of those who use m-commerce in the UK have said that the experience has fallen short of their expectations, with 49 per cent saying the speed and 48 per cent suggesting navigation lets the site down.
The EPiServer study, entitled ‘Mobile commerce: What consumers really want’, found that 54 per cent of consumers will leave a mobile site if they experience any difficulties.
David Bowen, EPiServer product manager, said: “Our research shows that mobile devices are becoming the first choice for accessing a website or app, regardless of location.
“As a result, the mobile experience becomes critical to any business’s web strategy, as today’s mobile-savvy consumer becomes less forgiving and expects mobile sites and apps to offer all the functionality they are used to on a desktop. ‘Mobile first’ is rapidly becoming the most sensible strategy for any e-commerce business.”
The study found that almost two-thirds access websites via smartphone on a daily basis, but 28 per cent would turn to a competitor if they experienced difficulties.