Mobile – grasp the nettle!

By Chris Abbott, DetectRight Limited.
All research ©DetectRight Limited except where stated
We feel the need. The need for speed.

Remember this. It’s important later!
Source: http://www.strangeloopnetworks.com/res...
Slowness: the consequences

Source: http://www.strangeloopnetworks.com/resources/research/our-need-for-web-speed/
Why support mobile?
Properly implemented…
• Quicker loading
• Better visual impression
• Easier to navigate
• Don’t forget...
More Social than you thought?
• Social Media interaction encourages mobile traffic

• If you have these icons, you’re invi...
Mobile Support and Performance
Percentage load time improvements (Mobile Sites)
300.0%

250.0%

200.0%

150.0%
Total
100.0...
Weak 3G Connection
Page Loading Time Averages
Seconds

Average first view page loading times (seconds) across 166 popular
...
Who supports mobile?
Which Magazine top 10 online retailers 2013
Clued-in

Nice try, but…

Oh, the humanity!
1
2

Of the t...
Who supports mobile?
Which Magazine bottom 10 online retailers 2013
Clued-in

Nice try, but…

Oh, the humanity!
1

Of the ...
Who supports mobile (generally?)
Mobile Aware Sites

47.59%

Aware

52.41%

Unaware

The long tail would almost certainly ...
How are they coping?
Adaptation methods in use
3.01% 3.01%

10.84%

Adaptive
39.16%

Mobile redirect
None
Responsive
Separ...
Who is aware?
Mobile Aware Sites (by sector, top sites)
100%

90%
80%
70%
60%
50%

100.00%
85.71%

40%
30%

89.47%

72.73%...
Quick, there’s been a disaster!
DONATE NOW!

American Red Cross
(mobile friendly)

DEC
(mobile friendly)

Oxfam
(mobile fr...
I need information about Cancer…

Cancer Research
(mobile friendly)

Prostate Cancer UK
(mobile friendly)

Macmillan
(mobi...
I need a 3D TV right now!

Amazon
(mobile friendly)

Argos
(mobile friendly)

John Lewis
(mobile friendly)

Play.com
(spot...
What’s the latest?

BBC News
(mobile friendly)

Google News
(mobile friendly)

Yahoo News
(mobile friendly)

Sky News
(cra...
Feeling Referential?

British Library
(mobile friendly)

CIA
(logo is mobile friendly,
Since it’s the only thing
visible o...
Feeling encyclopaedic??

Wikipedia
(mobile friendly,
responsive)

Encyclopedia.com
(mobile friendly)

Britannica
(mobile f...
Clash of the Titans – Round 1
EasyJet vs RyanAir

Friendly and considerate
Snappy and App’y

User-hostile
9 times slower t...
Insult to injury

Getting this message on a Samsung Galaxy S4?
What is this, 1998?
Clash of the Titans – Round 2
Thomas Cook vs Thomson

An app-like experience
OK load speed

More unreadable than a
Travel ...
Keep taking the Tablets…

(Wide browser does not mean tablet!)
This is why you need proper Device Detection…
Clash of the Titans – Round 3
Expedia vs Opodo

Simple, and extremely usable.
Twice as long to load as
Opodo, but less nav...
Clash of the Titans – Round 3
Expedia vs Opodo

Aha! A tie-break!

Alas, Opodo is a bit ‘Appless.

Verdict:
A technical la...
Clash of the Titans – Round 3
Apple vs Microsoft

Looks good until you want a
menu… fast to load because
it’s just a big a...
Best practice case studies
• BBC (News/Information)
• John Lewis (Retail)
• Oxfam (Charitable)
BBC case study - “Stacking”

Desktop

Mobile

Much content is preserved:
1) As-is, or with less detail
2) Behind dynamic m...
Enhanced BBC Desktop Design
Desktop site
directs to
Mobile-first
Responsive
Website.
Designed by
UsableNet, in
common with
BA, M&S,
LizEarle, Dell
and...
John Lewis Extra
• John Lewis has predicted that mobile traffic
will overtake desktop at 5pm on Christmas
Day this year (2...
DEC – getting to the point
Priority
Final comments
• Recommend desktop + Mobile First
Responsive sites
• Wearable/Tablet/Connected TV sites would
put you way ...
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Chris Abbott Going mobile is not simple

  1. 1. Mobile – grasp the nettle! By Chris Abbott, DetectRight Limited. All research ©DetectRight Limited except where stated
  2. 2. We feel the need. The need for speed. Remember this. It’s important later! Source: http://www.strangeloopnetworks.com/resources/research/our-need-for-web-speed/
  3. 3. Slowness: the consequences Source: http://www.strangeloopnetworks.com/resources/research/our-need-for-web-speed/
  4. 4. Why support mobile? Properly implemented… • Quicker loading • Better visual impression • Easier to navigate • Don’t forget “The Internet of Everything”
  5. 5. More Social than you thought? • Social Media interaction encourages mobile traffic • If you have these icons, you’re inviting mobile traffic! • Sixty percent of Twitter’s 200 million active users log in via a mobile device at least once every month.
  6. 6. Mobile Support and Performance Percentage load time improvements (Mobile Sites) 300.0% 250.0% 200.0% 150.0% Total 100.0% 50.0% 0.0%
  7. 7. Weak 3G Connection Page Loading Time Averages Seconds Average first view page loading times (seconds) across 166 popular websites 25 20 Irony alert! 15 Above 10s, the visitor will probably give up. Total 10 5 0 Adaptive Mobile redirect None Responsive
  8. 8. Who supports mobile? Which Magazine top 10 online retailers 2013 Clued-in Nice try, but… Oh, the humanity! 1 2 Of the top 10 retailers 80% attempt mobile. 1. “Pure Responsive” means website is still bloated and zoomed out despite supporting touch 2. Once mobile has visited full site, impossible to get back to mobile site
  9. 9. Who supports mobile? Which Magazine bottom 10 online retailers 2013 Clued-in Nice try, but… Oh, the humanity! 1 Of the bottom 10 websites, 60% attempt mobile, 10% flawed 1. “Pure Responsive” means website is bloated, glitchy and unresponsive, and not at all optimized for mobile.
  10. 10. Who supports mobile (generally?) Mobile Aware Sites 47.59% Aware 52.41% Unaware The long tail would almost certainly be worse.
  11. 11. How are they coping? Adaptation methods in use 3.01% 3.01% 10.84% Adaptive 39.16% Mobile redirect None Responsive Separate Site 43.98%
  12. 12. Who is aware? Mobile Aware Sites (by sector, top sites) 100% 90% 80% 70% 60% 50% 100.00% 85.71% 40% 30% 89.47% 72.73% 70.00% 50.00% 53.33% 42.86% 20% 22.22% 10% 0% Unaware 78.57% 8.33% 18.75% 63.64% Aware
  13. 13. Quick, there’s been a disaster! DONATE NOW! American Red Cross (mobile friendly) DEC (mobile friendly) Oxfam (mobile friendly) International Red Cross (not mobile friendly)
  14. 14. I need information about Cancer… Cancer Research (mobile friendly) Prostate Cancer UK (mobile friendly) Macmillan (mobile friendly) WRCF (not mobile friendly)
  15. 15. I need a 3D TV right now! Amazon (mobile friendly) Argos (mobile friendly) John Lewis (mobile friendly) Play.com (spot the TV)
  16. 16. What’s the latest? BBC News (mobile friendly) Google News (mobile friendly) Yahoo News (mobile friendly) Sky News (cram it all in)
  17. 17. Feeling Referential? British Library (mobile friendly) CIA (logo is mobile friendly, Since it’s the only thing visible on small phones!) Wiley Online Library (not mobile friendly) Library of Congress (I’m glad the library is bigger than this)
  18. 18. Feeling encyclopaedic?? Wikipedia (mobile friendly, responsive) Encyclopedia.com (mobile friendly) Britannica (mobile friendly with glitches caused by responsiveness) Encyclo (“Value” encyclopedia)
  19. 19. Clash of the Titans – Round 1 EasyJet vs RyanAir Friendly and considerate Snappy and App’y User-hostile 9 times slower than EasyJet Mobile Site Verdict: An Easy Jet-speed Knockout for the Orange corner
  20. 20. Insult to injury Getting this message on a Samsung Galaxy S4? What is this, 1998?
  21. 21. Clash of the Titans – Round 2 Thomas Cook vs Thomson An app-like experience OK load speed More unreadable than a Travel Agent’s small print Slow to load Verdict: Thomas Cook takes the full-breakfast bacon
  22. 22. Keep taking the Tablets… (Wide browser does not mean tablet!) This is why you need proper Device Detection…
  23. 23. Clash of the Titans – Round 3 Expedia vs Opodo Simple, and extremely usable. Twice as long to load as Opodo, but less navigating. Attractive and simple Faster than Expedia but with less functionality Verdict: ?
  24. 24. Clash of the Titans – Round 3 Expedia vs Opodo Aha! A tie-break! Alas, Opodo is a bit ‘Appless. Verdict: A technical last-round knockout for Expedia
  25. 25. Clash of the Titans – Round 3 Apple vs Microsoft Looks good until you want a menu… fast to load because it’s just a big advert. For Android and iOS… Verdict: Microsoft eats Apple for lunch. For other mobiles… Flawed, but valiant attempt!
  26. 26. Best practice case studies • BBC (News/Information) • John Lewis (Retail) • Oxfam (Charitable)
  27. 27. BBC case study - “Stacking” Desktop Mobile Much content is preserved: 1) As-is, or with less detail 2) Behind dynamic menus Access to all sections is preserved.
  28. 28. Enhanced BBC Desktop Design
  29. 29. Desktop site directs to Mobile-first Responsive Website. Designed by UsableNet, in common with BA, M&S, LizEarle, Dell and Tesco. Better device detection needed on long tail, but that’s another story! Complete UI Rewrite
  30. 30. John Lewis Extra • John Lewis has predicted that mobile traffic will overtake desktop at 5pm on Christmas Day this year (2013) • Meanwhile, Boxing Day – which last year saw a record 920,000 visits from mobile – is set to exceed 1m mobile visits.
  31. 31. DEC – getting to the point Priority
  32. 32. Final comments • Recommend desktop + Mobile First Responsive sites • Wearable/Tablet/Connected TV sites would put you way ahead of the competition • All sites needs proper device detection • Mobile is not optional

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