1. Mobile – grasp the nettle!
By Chris Abbott, DetectRight Limited.
All research ©DetectRight Limited except where stated

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. Slowness: the consequences
Source: http://www.strangeloopnetworks.com/resources/research/our-need-for-web-speed/

4. Why support mobile?
Properly implemented…
• Quicker loading
• Better visual impression
• Easier to navigate
• Don’t forget “The Internet of Everything”

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. 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. 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. 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. 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. Who supports mobile (generally?)
Mobile Aware Sites
47.59%
Aware
52.41%
Unaware
The long tail would almost certainly be worse.

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. 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. 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. I need information about Cancer…
Cancer Research
(mobile friendly)
Prostate Cancer UK
(mobile friendly)
Macmillan
(mobile friendly)
WRCF
(not mobile friendly)

15. I need a 3D TV right now!
Amazon
(mobile friendly)
Argos
(mobile friendly)
John Lewis
(mobile friendly)
Play.com
(spot the TV)

16. What’s the latest?
BBC News
(mobile friendly)
Google News
(mobile friendly)
Yahoo News
(mobile friendly)
Sky News
(cram it all in)

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. Feeling encyclopaedic??
Wikipedia
(mobile friendly,
responsive)
Encyclopedia.com
(mobile friendly)
Britannica
(mobile friendly with
glitches caused by
responsiveness)
Encyclo
(“Value” encyclopedia)

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. Insult to injury
Getting this message on a Samsung Galaxy S4?
What is this, 1998?

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. Keep taking the Tablets…
(Wide browser does not mean tablet!)
This is why you need proper Device Detection…

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. 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. 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. Best practice case studies
• BBC (News/Information)
• John Lewis (Retail)
• Oxfam (Charitable)

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. Enhanced BBC Desktop Design

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. 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. DEC – getting to the point
Priority

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