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Belgian Mobile Barometer

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This presentation includes the second Mobile Retail Barometer for Belgium. The objective of this study, made by Mobilosoft, is to analyze how good the Retailer's websites are when used on …

This presentation includes the second Mobile Retail Barometer for Belgium. The objective of this study, made by Mobilosoft, is to analyze how good the Retailer's websites are when used on smartphones.

The results are not good at all: only 17% of the Belgian Retailer's websites offer an optimized layout for mobile navigation! But layout is not enough, loading speed should be improved... even on mobile optimized website!

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  • Retrouvez les donnéesdansl’Excel qui se trouvesur ladropbox: dossier “3.Marketing” => dossier “12.Studies” => dossier “3.Baromètre mobile” => dossier “Retail Mobile Barometer 2013” => Fichier Excel “Retail Mobile Barometer_Top354_2013” => dernière page.
  • http://www.journaldunet.com/ebusiness/internet-mobile/site-mobile/Selonuneétuderéalisée par GroupM pour SFR, les applications ne constituent pas la plus grosseported'entréeàl'Internet mobile aux yeux des mobinautes. Le portail de l'opérateur, l'utilisation d'un moteur de rechercheou la saisiedirected'une URL dans un navigateur mobile sont plus souventcités par les possesseurs de smartphones comme des façonsd'accéderàl'Internet mobile
  • http://www.journaldunet.com/ebusiness/internet-mobile/site-mobile/Selonuneétuderéalisée par GroupM pour SFR, les applications ne constituent pas la plus grosseported'entréeàl'Internet mobile aux yeux des mobinautes. Le portail de l'opérateur, l'utilisation d'un moteur de rechercheou la saisiedirected'une URL dans un navigateur mobile sont plus souventcités par les possesseurs de smartphones comme des façonsd'accéderàl'Internet mobile
  • http://www.journaldunet.com/ebusiness/internet-mobile/site-mobile/Selonuneétuderéalisée par GroupM pour SFR, les applications ne constituent pas la plus grosseported'entréeàl'Internet mobile aux yeux des mobinautes. Le portail de l'opérateur, l'utilisation d'un moteur de rechercheou la saisiedirected'une URL dans un navigateur mobile sont plus souventcités par les possesseurs de smartphones comme des façonsd'accéderàl'Internet mobile
  • http://www.google.com/think/research-studies/what-users-want-most-from-mobile-sites-today.html
  • Mobile Site: Diminution générale entre 10-25sec et entre 50 secet > 75 sec en 2013.Cette diminution estcompensée par unelégère augmentation au niveau de la tranche “25-50sec” (Négatif car temps de chargement encore élevé!) et par une augmentation relativementimportante au niveau de la tranche “5-10sec” => Positif! Mais attention, diminution également de la tranche “< 5 sec.Desktop Site: Evolution variable. Maisprincipale augmentation constatéedans la tranche “25-50 sec” et tranche “50-75 sec”.
  • Mobile Site: Diminution généraleou stagnation àpartir de 3sec,ce qui a engendréune forte augmentation du pourcentagedans la tranche “Less than 3 sec”. La majorité des sites mobiles se retrouvemtn avec des temps de loading “bon” => POSITIFDesktop Site: Augmentation des tranches “10-15sec” et “ More than 15sec” + et diminution dans les tranches jusqu’à 10sec.
  • Mobile Site: Forte diminution dans la tranche “2-3sec” + légère diminution àpd 5sec, cequi a engendréune forte augmentation du pourcentagedans la tranche “Less than 2 sec”. Certains sites qui avaient des temps de loading “acceptable” sontmaintenant “bon” => POSITIFDesktop Site: Diminution générale, saufdans la tranche “5-10sec” qui augmente. Des temps de loading “bon” de certains sites sontmaintenantlents! => NEGATIF
  • Mobile Site: Diminution généraleàpartir de 3sec,ce qui a engendréune augmentation du pourcentagedans la tranche “Less than 2 sec” & “2-3sec”, ce qui est bon comme temps de loading => POSITIFDesktop Site: Augmentation dans la tranche “3-5sec” et diminution dans les autres tranches. La majoritéestpassée de Bon àAcceptabe => NEGATIF
  • Mobile Site: Diminution généraleàpartir de 3sec,ce qui a engendréune augmentation du pourcentagedans la tranche “Less than 2 sec” & “2-3sec”, ce qui est bon comme temps de loading => POSITIFDesktop Site: Augmentation dans la tranche “3-5sec” et diminution dans les autres tranches. La majoritéestpassée de Bon àAcceptabe => NEGATIF
  • Site mobile: Diminution du pourcentage de sites ayant plus de 15 fichiersDesktop site: Augmentation du pourcentage de sites ayant plus de 30 fichiers
  • Site mobile: Evolution variable. Desktop site: Augmentation du pourcentage de sites dont la taille est supérieure à 300kb.

Transcript

  • 1. Mobile Site Barometer 2013Where are the top Belgian retailcompanies in the Mobile Area?
  • 2. Plan• Study conducted by Mobilosoft• How to satisfy your SoLoMo consumers• Retail Mobile Barometer 20132
  • 3. Study Conducted by Mobilosoft• 354 websites of the topBelgian retail companiestested in March 2013 (TopTrends)• Comparison to the studyconducted in June 2012• 31 sectorsGoal: Where are the top Belgian retail companiesin the mobile area and how are they performingsince last year?3
  • 4. Plan• Study conducted by Mobilosoft• How to satisfy your SoLoMo consumers• Retail Mobile Barometer 20134
  • 5. Appearing on smartphones is criticalIn Belgium, more than 2 in 5 people own asmartphone.However, the situation is alarming:Less than 20% of Belgianretailers have a mobile website!5http://services.google.com/fh/files/blogs/our_mobile_planet_belgium_fr.pdf
  • 6. It is time to satisfy your SoLoMo consumers!So• 71% visit Social NetworksLo• 79% use their smartphones to look for localproducts or services• 84% take action afterwardsMo• Smartphones are part of our daily lives• The penetration rate is increasinghttp://services.google.com/fh/files/blogs/our_mobile_planet_belgium_fr.pdf 6
  • 7. If your mobile website can offerconsumers a satisfying web experience,they will be more willing to Return to your website Visit your stores Make purchases!Increase traffic and conversion rates to yourphysical stores7Nearly ¾ of mobile users say they are more likely to returnto mobile-friendly sites (Google Research).GOOGLE RESEARCH, http://searchenginewatch.com/article/2208496/72-of-Consumers-Want-Mobile-Friendly-Sites-Google-Research, Sep 2012
  • 8. Plan• Study conducted by Mobilosoft• How to satisfy your SoLoMo consumers• Retail Mobile Barometer 20138
  • 9. In one year, the number of mobile websites grew only 7%!Slow improvement for several sectors (i.e. Automotive,Chocolate, Hotel & Catering and others)917%83%2013Mobile websitesNon-mobile websites10%90%2012Mobile websitesNon-mobile websites
  • 10. When a site is not designed for mobile devices:Not having a mobile website helps yourcompetitors10GOOGLE RESEARCH, http://searchenginewatch.com/article/2208496/72-of-Consumers-Want-Mobile-Friendly-Sites-Google-Research, Sep 201248% of your potential consumers are annoyedand frustrated. Moreover, 52% are less likely to dobusiness with you.61% of mobile users turn to competitors to find what theyare looking for.Your brand loses credibility and its reputation is damaged.(i.e. through word of mouth)
  • 11. Not all mobile websites are functional!11To access certain functionalities such as the catalogue orthe store locator, the mobile website links to pages thatcannot be viewed on mobile devices.7% 6%2013 2012Non-functionalFunctional
  • 12. SECTOR ANALYSIS12
  • 13. 0%10%20%30%40%50%60%AccessoriesAutomotiveBabyDIYChocolateHairStylistsCosmeticsDecorRetailElectronicsFashionFurnitureHotelKitchenLingerieNauticalPetrolTyrePressRestaurantTraditionalretailHandbagsServicesShoesSportsSportcenterTelephonyToysTransportTravelTrucking2013 2012How does each sector perform?13Sector based on Top Trends 30.000 nomenclature
  • 14. Catering and Hotels have adapted more effectively140% 10% 20% 30% 40% 50% 60%FashionTraditional retailCosmeticsDIYFurnitureSport centerSportsElectronicsPetrolShoesServicesLingerieTransportTyreChocolateKitchenTravelHandbagsAutomotiveNauticalHotelRestaurant56%
  • 15. Some sectors do not even have mobile websites!15
  • 16. FUNCTIONALITY ANALYSIS16
  • 17. Optimize your mobile website to suit differentbehaviorsThese critical functionalities should always be visible foryour consumers!Consumers use theirsmartphones to findessential informationquickly and easilyCatalogue ofproducts /servicesPromotionsPricePoints of sale17
  • 18. 78%27%88%42%63%Store locator Promotions Catalogue Social networks Link to the websiteHowever, not all mobile websites provide theseessential functionalities for their consumersPromotions and links to social networks are lagging behind.18
  • 19. 78%27%88%42%63%71%21%76%35%65%Store locatorPromotionsCatalogueSocial networksLink to the websiteThe catalogue is still the most commonly offeredfunctionalityBut it is not yet automatic for all websites!19Dark color: 2013Light color: 2012
  • 20. WEBSITE LOAD TIME20
  • 21. 35.327.133.80 3.1035.327.123.79 3.092G 3G 4G Wi-FiAverage 2013Average 201221Improvement in average load times (in seconds)Mobile site load times have shortened slightly. Yet, they arestill not fast enough!
  • 22. 24.055.152.91 2.4427.525.713.13 2.582G 3G 4G Wi-FiMobile websites 2013Mobile websites 2012Mobile websites2237.587.533.98 3.2336.187.273.86 3.142G 3G 4G Wi-FiDesktop websites 2013Desktop websites 2012Desktop websitesImprovement in average load times (in seconds)
  • 23. But consumers are demandingThere is one thing mobile users will never overlook:The load time of a web page!23Did you know?EQUATION RESEARCH, What users want from mobile, Feb 2011 78% are willing to retry a website two times or less if it does not work initially. 50% are unlikely to return to a website that they had trouble accessing fromtheir mobile phone. 57% are unlikely to recommend the site. 71% of global mobile web users expect websites to load on their mobilephone as quickly or faster than on the computer they use at home. 59% expect a website to load on their mobile phone in 3 seconds or less. 74% are willing to wait 5 seconds or less for a single web page to loadbefore leaving the site.
  • 24. 15%27%32%14%5%7%18%15%41%12%6%9%Less than 5 sec 5 - 10 sec 10 - 25 sec 25 - 50 sec 50 - 75 sec > 75 sec2013 2012Mobile websites2013 Average = 24.05 sec2012 Average = 27.52 sec249% 9%27% 27%16%11%11% 10%32%24%12% 12%Less than 5 sec 5 - 10 sec 10 - 25 sec 25 - 50 sec 50 - 75 sec > 75 sec2013 2012Desktop websitesAverage 2013 = 37.58 secAverage 2012 = 36.18 sec2G SpeedAcceptableAcceptable
  • 25. 44%29%15%5% 7%32%38%15%6%9%Less than 3 sec 3 - 5 sec 5 - 10 sec 10 - 15 sec More than 15 sec2013 2012Mobile websites2013 Average = 5.15 sec2012 Average = 5.71 sec2518%24%31%17%10%20%26%32%13%9%Less than 3 sec 3 - 5 sec 5 - 10 sec 10 - 15 sec More than 15 sec2013 2012Desktop websites2013 Average = 7.53 sec2012 Average = 7.27 sec3G SpeedAcceptableAcceptableGoodGood
  • 26. 44%25%19%10%2%32%35%18%12%3%Less than 2 sec 2 - 3 sec 3 - 5 sec 5 - 10 sec More than 10 sec2013 2012Mobile websites2013 Average = 2.91 sec2012 Average = 3.13 sec2617%25%30%24%3%18%28%31%21%3%Less than 2 sec 2 - 3 sec 3 - 5 sec 5 - 10 sec More than 10 sec2013 2012Desktop websites2013 Average = 3.98 sec2012 Average = 3.86 sec4G SpeedAcceptableAcceptableGoodGood
  • 27. 49%34%7%10%0%44%29%15% 12%0%Less than 2 sec 2 - 3 sec 3 - 5 sec 5 - 10 sec More than 10 sec2013 2012Mobile websites2013 Average = 2.44 sec2012 Average = 2.58 sec2725%29%33%12%1%26% 31% 29%13%1%Less than 2 sec 2 - 3 sec 3 - 5 sec 5 - 10 sec More than 10 sec2013 2012Desktop websites2013 Average = 3.23 sec2012 Average = 3.14 secWi-Fi SpeedAcceptableAcceptableGoodGood
  • 28. NUMBER OF FILES28
  • 29. 28.2819.6930.0028.0921.0028.86Average Mobile websites Desktop websites# Files 2013 # Files 201229The number of files on mobile websites isdecreasing way too slowly• Increase in the average number of files on desktopwebsites• Slight decrease in the average number of files on mobilewebsitesStandard: 10 files
  • 30. 14%22%20%27%17%6%24%12%26%32%Less than 5 5 to 10 10 to 15 15 to 30 More than 302013 2012Mobile websites308% 8%12%32%40%8%10% 10%35%38%Less than 5 5 to 10 10 to 15 15 to 30 More than 302013 2012Desktop websitesAverage number of files
  • 31. PAGE SIZE31
  • 32. 817.90554.19870.64824.30637.44844.73Average Mobile websites Desktop websitesPage Size 2013 Page Size 201232Average page size (kB)Standard: 87 kB• Increase in the average page size on desktop websites• Slight decrease in the average page size on mobilewebsites
  • 33. 10%3% 3%8% 10%15%49%12%3% 3%6% 6%15%56%0 to 50 kb 50 to 75 kb 75 to 100 kb 100 to 125 kb 125 to 200 kb 200 to 300kb More than 300 kb2013 2012Mobile websites337%1% 2% 3%7% 8%73%7%2% 3% 3% 5%11%69%0 to 50 kb 50 to 75 kb 75 to 100 kb 100 to 125 kb 125 to 200 kb 200 to 300kb More than 300 kb2013 2012Desktop websitesAverage page size
  • 34. OTHER SPECS34
  • 35. 13%87%No Flash 2013FailPass17%83%No Flash 2012FailPass13% of websites cannot be viewed on iOS16%100%84%Mobile websites Desktop websites2013Fail Pass35
  • 36. Only 2% more optimized code!37% 22%Mobile websites Desktop websites2013Fail Pass77%23%2012FailPass75%25%2013FailPass36
  • 37. ABOUT MOBILOSOFT37
  • 38. We manage the virtual presence of Physicalstores
  • 39. We publish your store data39
  • 40. A mobile site that featureswhat your customers reallyneed: Your stores Your promotions Your catalogue Links to your social networksWe manage your mobile websiteTest it:http://m.carrefour.eu/
  • 41. We make sure your local promotions arewell referencedOn Foursquare, your mobile website andGoogle
  • 42. And tomorrow, we’ll even personalize thecontent of your mobile sites42…form intoMobilosoft siteIntelligentScenarioGet apersonalizedoffer per smsSee & usepersonalizedoffer on mobilesiteIntelligentScenario: newcoupons, forms,…
  • 43. All of this is done via a single toolCentralize the datamanagementAnd synchronizeacross all platforms
  • 44. Today, we manage the virtual presence ofmore than 7000 point of sales in 14 countries