Overall, consumers are unimpressed with their mobile shopping experiences at the top 20 brick-and-mortar retail brands: Retailers' apps and mobile sites are often too slow to load, challenging to navigate, and error-prone at checkout, according to a survey from Mobiquity.
However, a few retail brands, such as Apple Stores, Best Buy, and Kohl's, are providing highly satisfactory experiences for their shoppers, Mobiquity found.
The survey focused on mobile shopping experiences at the top 20 brick-and-mortar retailers (i.e., excluding those without a physical retail presence such as Amazon, eBay, and iTunes). For the study, "mobile experiences" were defined as browsing and transacting via retailers' mobile websites and apps from any location, as well as using those tools while shopping in-store.
Below, additional findings from Mobiquity.
Mobile Experiences Lacking
Among surveyed smartphone and tablet owners who reported unsatisfactory experiences shopping via mobile in the previous six months, slow-to-load apps and mobile websites were most problematic.
- Apps too slow: 50% of mobile device owners said smartphone apps were too slow and 67% said tablet apps were also too slow.
- Websites too slow: 65% of mobile device owners said smartphone-accessed mobile websites were slow, and 45% said the same about tablet-accessed mobile websites.
Navigation was an issue for both smartphone and tablet owners:
- 35% of smartphone owners said smartphone apps were tough to navigate, compared with 24% of tablet owners who said so.
- 32% of smartphone owners said navigation was problematic mobile websites; that proportion rose to 39% for tablet owners.
- 57% of tablet owners said the checkout process was complicated or did not work at all.