A new report from Radware (who monitor mobile performance) states that 64% of smartphone users expect mobile sites to load in less than 4 seconds, and at the moment even mobile optimised sites are falling short of that speed, with an average time of 4.33 seconds.
With 55% of online retail time now being spent on mobile devices, but only 16% of online sales coming from mobile, the theory that we prefer to just browse products on smartphones and tablets before purchasing products on desktop, seems to fit the bill.
I would go along with this theory as I prefer to buy products on desktop rather than mobile. However, this doesn’t always seem to be true, because mobile users are in fact filling their shopping carts, they just seem to be abandoning them at an astonishing rate. The shopping cart abandonment rate is 97% for mobile, in comparison with 75% for desktop carts.
The main problem seems to be the page speed, which has been highlighted as an even bigger problem than site crashes. The top retailers need to address these issues or face the possibility of losing customers to their rivals, as Radway also found that when they encounter a bad mobile site experience, 43% of consumers go directly to a competitor’s site next.
With 4G soon to be rolled out across the country, mobile device speeds will increase, which could be the solution to the mobile e-commerce page speed issue.