All major retailers know they have to go mobile even in conservative Germany like the OTTO Group (yearly ~€ 11.5 billion turnover), second largest online retailer in Europe after Amazon Germany is gearing towards mobility! Herr Hilderbrand (Otto’s e-commerce Manager): “Gross mobile turnover levels accounted for roughly 3% of overall online demand in the spring and summer, and the mobile channel plays a key role in the Otto Group’s e-commerce Strategy” Otto eCommerce grew from a € 4.95 billion to ~ € 5.3 billion by 9.5%. Hilderbrand “Tablets in particular are playing a big role in the future growth of eCommerce for us” and “Smartphones are used above all to gather information about products, but thanks to the large-format and inspiration display of goods, tablet personal computers invite customers to purchase”.
Companies must transform their website for mobility because there is still a lot of speed improvement to get done and address the growing smartphone and tablet crowd more and more inclined to mobile online purchases. According a study made by Keynote Systems Inc. among 5.000 adults with smartphones:
– 64% of smartphone users want a site to load within four seconds
– 82% of smartphone users want a site to load within five seconds
– Average load times of 30 representative retailer’s webpage is 7.54 seconds (Some delivering load times of 2.77 to 3.59 seconds and others 14.65 to 15.20 seconds)
– 60% of tablet users are expecting to wait less than three seconds for a webpage to load
– 48% of PC users are expecting speeds below 2 seconds
– 16% of brand users do not return or wait for a page when it takes too long to load & 6% go to a competitor
Furthermore and according to this study from all smartphones users:
– 88% access local info (maps, event-location)
– 82% search for general information
– 76% use their device for Social Media communication purposes
– 75% for reading books and entertainment
– 74% for finding ATMs or retail stores
Table users have a bit of a different behavior
– 79% use their device for news and entertainment
– 77% for searching general information
– 76% for watching videos
– 75% to access local information
– 74% to take part in social networks
According Juniper Research mobile payments are to reach US$ 1.3 trillion (€ 1.04 trillion) annually by 2017, as physical goods sales accelerate! Over 2.5 billion mobile augmented reality apps to be installed per annum by 2017. Mobile Messaging Adspend to reach US$ 7.4 billion by 2017, driven by increased us of location based ads and mobile transactions to hit US$ 730 billion by 2017 as real world purchases soar.
Is your company getting ready for mobile commerce and developing HTML5 technology to discuss this growing mobile market? Are we preparing ourselves for the onslaught of apps coming upon us? Are we getting ready for augmented shopping reality?