Belgians love smartphones. For two years, the number has doubled to 2.4 million units, to the point that 40% of Belgians have one. They spend an average of more than an hour and a half a day, and during this period they surf and visit social networks. They also perform local searches. Today, consumers want to search for products or services information, wherever they are and whenever they want.
This new distribution channel is a real opportunity for retailers: the mobile content consumer demand is real, as well as the support. Unfortunately, on the side of retailers, the transition to the mobile communication is bad, or even not at all.
Of 345 retailers analyzed, only one third of them have a mobile site. This situation becomes catastrophic when barely 1% of mobile websites are completely optimized for mobile use. Another point of catch: mobile sites load time, which has risen sharply this year (+ 30%) due to an increase in the number of files and page size to view. These two facts are frightening, given that 70% will not visit the physical store if they cannot find the information they are searching for.
While it might really drive more traffic to physical stores, the mobile site as generally being developed, has just the opposite effect. The retailers must therefore make great efforts to offer their consumers well-optimized mobile sites. This will allow them to improve the consumer experience and ultimately to drive traffic to the stores.