According to a report issued by e-commerce and digital marketing solutions provider EPiServer, the mobile e-commerce experience is however falling short of expectations, with half of shoppers confirming they often encounter problems. The biggest bugbear for shoppers using mobile sites is speed, cited as a frustration by 49 percent. However there are many issues impacting the mobile experience unrelated to loading speeds. These include having to navigate both horizontally and vertically to view the page (48 percent), difficulty logging in (37 percent) and links that are too small (35 percent). One in five smartphone and tablet users said they can’t easily complete transactions on a mobile device.
The study suggests that retailers risk losing significant business by not meeting these mobile expectations, with 54 percent of consumers leaving the mobile site when they run into difficulty and over a quarter (28 percent) turning to a competitor.
The study also shows that using a tablet or smartphone is not necessarily a ‘mobile’ experience. The most popular place to browse the web on a tablet is the home, cited by 80 percent, compared to 12 percent on public transport and 10 percent on the high street.
Similarly, the majority of smartphone users access the web at home (62 percent), although they are more active than tablet users when out and about, with 33 percent using the web on public transport, 25 percent on the high street and 14 percent in the car.
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