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 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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Belgian Mobile Barometer
- 1. Mobile Site Barometer 2013 Where are the top Belgian retail companies in the Mobile Area?
- 2. Plan • Study conducted by Mobilosoft • How to satisfy your SoLoMo consumers • Retail Mobile Barometer 2013 2
- 3. Study Conducted by Mobilosoft • 354 websites of the top Belgian retail companies tested in March 2013 (Top Trends) • Comparison to the study conducted in June 2012 • 31 sectors Goal: Where are the top Belgian retail companies in the mobile area and how are they performing since last year? 3
- 4. Plan • Study conducted by Mobilosoft • How to satisfy your SoLoMo consumers • Retail Mobile Barometer 2013 4
- 5. Appearing on smartphones is critical In Belgium, more than 2 in 5 people own a smartphone. However, the situation is alarming: Less than 20% of Belgian retailers have a mobile website! 5 http://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 Networks Lo • 79% use their smartphones to look for local products or services • 84% take action afterwards Mo • Smartphones are part of our daily lives • The penetration rate is increasing http://services.google.com/fh/files/blogs/our_mobile_planet_belgium_fr.pdf 6
- 7. If your mobile website can offer consumers 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 your physical stores 7 Nearly ¾ of mobile users say they are more likely to return to 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 2013 8
- 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) 9 17% 83% 2013 Mobile websites Non-mobile websites 10% 90% 2012 Mobile websites Non-mobile websites
- 10. When a site is not designed for mobile devices: Not having a mobile website helps your competitors 10 GOOGLE RESEARCH, http://searchenginewatch.com/article/2208496/72-of-Consumers-Want-Mobile-Friendly- Sites-Google-Research, Sep 2012 48% of your potential consumers are annoyed and frustrated. Moreover, 52% are less likely to do business with you. 61% of mobile users turn to competitors to find what they are looking for. Your brand loses credibility and its reputation is damaged. (i.e. through word of mouth)
- 11. Not all mobile websites are functional! 11 To access certain functionalities such as the catalogue or the store locator, the mobile website links to pages that cannot be viewed on mobile devices. 7% 6% 2013 2012 Non-functional Functional
- 13. 0% 10% 20% 30% 40% 50% 60% Accessories Automotive Baby DIY Chocolate HairStylists Cosmetics Decor Retail Electronics Fashion Furniture Hotel Kitchen Lingerie Nautical Petrol Tyre Press Restaurant Traditionalretail Handbags Services Shoes Sports Sportcenter Telephony Toys Transport Travel Trucking 2013 2012 How does each sector perform? 13 Sector based on Top Trends 30.000 nomenclature
- 14. Catering and Hotels have adapted more effectively 14 0% 10% 20% 30% 40% 50% 60% Fashion Traditional retail Cosmetics DIY Furniture Sport center Sports Electronics Petrol Shoes Services Lingerie Transport Tyre Chocolate Kitchen Travel Handbags Automotive Nautical Hotel Restaurant 56%
- 15. Some sectors do not even have mobile websites! 15
- 17. Optimize your mobile website to suit different behaviors These critical functionalities should always be visible for your consumers! Consumers use their smartphones to find essential information quickly and easily Catalogue of products / services Promotions Price Points of sale 17
- 18. 78% 27% 88% 42% 63% Store locator Promotions Catalogue Social networks Link to the website However, not all mobile websites provide these essential functionalities for their consumers Promotions and links to social networks are lagging behind. 18
- 19. 78% 27% 88% 42% 63% 71% 21% 76% 35% 65% Store locator Promotions Catalogue Social networks Link to the website The catalogue is still the most commonly offered functionality But it is not yet automatic for all websites! 19 Dark color: 2013 Light color: 2012
- 21. 35.32 7.13 3.80 3.10 35.32 7.12 3.79 3.09 2G 3G 4G Wi-Fi Average 2013 Average 2012 21 Improvement in average load times (in seconds) Mobile site load times have shortened slightly. Yet, they are still not fast enough!
- 22. 24.05 5.15 2.91 2.44 27.52 5.71 3.13 2.58 2G 3G 4G Wi-Fi Mobile websites 2013 Mobile websites 2012 Mobile websites 22 37.58 7.53 3.98 3.23 36.18 7.27 3.86 3.14 2G 3G 4G Wi-Fi Desktop websites 2013 Desktop websites 2012 Desktop websites Improvement in average load times (in seconds)
- 23. But consumers are demanding There is one thing mobile users will never overlook: The load time of a web page! 23 Did 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 from their mobile phone. 57% are unlikely to recommend the site. 71% of global mobile web users expect websites to load on their mobile phone 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 load before 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 sec 2013 2012 Mobile websites2013 Average = 24.05 sec 2012 Average = 27.52 sec 24 9% 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 sec 2013 2012 Desktop websitesAverage 2013 = 37.58 sec Average 2012 = 36.18 sec 2G Speed Acceptable Acceptable
- 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 sec 2013 2012 Mobile websites2013 Average = 5.15 sec 2012 Average = 5.71 sec 25 18% 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 sec 2013 2012 Desktop websites2013 Average = 7.53 sec 2012 Average = 7.27 sec 3G Speed Acceptable Acceptable Good Good
- 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 sec 2013 2012 Mobile websites2013 Average = 2.91 sec 2012 Average = 3.13 sec 26 17% 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 sec 2013 2012 Desktop websites2013 Average = 3.98 sec 2012 Average = 3.86 sec 4G Speed Acceptable Acceptable Good Good
- 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 sec 2013 2012 Mobile websites2013 Average = 2.44 sec 2012 Average = 2.58 sec 27 25% 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 sec 2013 2012 Desktop websites2013 Average = 3.23 sec 2012 Average = 3.14 sec Wi-Fi Speed Acceptable Acceptable Good Good
- 29. 28.28 19.69 30.00 28.09 21.00 28.86 Average Mobile websites Desktop websites # Files 2013 # Files 2012 29 The number of files on mobile websites is decreasing way too slowly • Increase in the average number of files on desktop websites • Slight decrease in the average number of files on mobile websites Standard: 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 30 2013 2012 Mobile websites 30 8% 8% 12% 32% 40% 8% 10% 10% 35% 38% Less than 5 5 to 10 10 to 15 15 to 30 More than 30 2013 2012 Desktop websites Average number of files
- 31. PAGE SIZE 31
- 32. 817.90 554.19 870.64 824.30 637.44 844.73 Average Mobile websites Desktop websites Page Size 2013 Page Size 2012 32 Average page size (kB) Standard: 87 kB • Increase in the average page size on desktop websites • Slight decrease in the average page size on mobile websites
- 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 kb 2013 2012 Mobile websites 33 7% 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 kb 2013 2012 Desktop websites Average page size
- 34. OTHER SPECS 34
- 35. 13% 87% No Flash 2013 Fail Pass 17% 83% No Flash 2012 Fail Pass 13% of websites cannot be viewed on iOS 16% 100% 84% Mobile websites Desktop websites 2013 Fail Pass 35
- 36. Only 2% more optimized code! 37% 22% Mobile websites Desktop websites 2013 Fail Pass 77% 23% 2012 Fail Pass 75% 25% 2013 Fail Pass 36
- 38. We manage the virtual presence of Physical stores
- 39. We publish your store data 39
- 40. A mobile site that features what your customers really need: Your stores Your promotions Your catalogue Links to your social networks We manage your mobile website Test it: http://m.carrefour.eu/
- 41. We make sure your local promotions are well referenced On Foursquare, your mobile website and Google
- 42. And tomorrow, we’ll even personalize the content of your mobile sites 42 … form into Mobilosoft site Intelligent Scenario Get a personalized offer per sms See & use personalized offer on mobile site Intelligent Scenario: new coupons, forms, …
- 43. All of this is done via a single tool Centralize the data management And synchronize across all platforms
- 44. Today, we manage the virtual presence of more than 7000 point of sales in 14 countries
Editor's Notes
- 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.