British website speeds trounce Europeans in mobile retail report

Internet mobile and cloud monitoring firm tracks best and worst in wireless retailing performances

Image representing Keynote Systems as depicted...
Mobile retailers across Europe performing vastly differently

ECM Plus – Monitoring firm Keynote says that mobile website performance of 17 of the top retailers across five countries shows widely varied perfomances.

According to the firm, consumers are looking to their mobile handsets as their first port of call when making an online purchase, while retailers, it says, are investing heavily in making sure that their mobile offerings meet this new demand.

Keynote monitored some of the top mobile retail sites in Britain, Germany, France, Australia and Sweden in order to compare download speeds and site availability.

The results for March 11th to March 18th 2011 make for interesting reading:

MOBILE WEBSITE – DOWNLOAD SPEED IN SECONDS

1- Great Britain – Tesco – 4.39
2 – Great Britain – Next – 4.46
3 – Germany – OTTO – 5.42
4 – Great Britain – Marks & Spencer – 5.83
5 – Germany – ALDI – 5.79
6 – France – FNAC – 5.83
7 – Great Britain – John Lewis – 6.12
8 – Fran ce – Chanel – 6.39
9 – France – Carrefour – 7.57
10 – Germany – Amazon – 8.18
11 – Austria – Woolworths – 8.81
12 – Austria – Myer – 9.47
13 – Sweden – IKEA – 13.69
14 – Sweden – H&M – 14.35
15 – Austria – JB Hi-Fi – 14.63
16 – Sweden – Ahlens – 15.77
17 – Sweden – Ellos – 34.77

MOBILE WEBSITE – AVAILABILITY PERCENTAGE

1 – Austria – Myer – 100
2 – Austria – Woolworths – 99.68
3 – Great Britain – Marks & Spencer – 98.07
4 – Germany – OTTO – 98.01
5 – Germany – ALDI – 7.68
6 – France – Chanel – 97.5
7 – Great Britain – Tesco – 97.48
8 – Germany – Amazon – 96.99
9 – Great Britain – Next – 96.88
10 – Austria – JB Hi-Fi – 96.88
11 – France – Carrefour – 96.53
12 – Great Britain – John Lewis – 96.32
13 – Sweden – H&M – 94.67
14 – France – FNAC – 93.1
15 – Sweden – Ahlens – 92.07
16 – Sweden – IKEA – 91.02
17 – Sweden – Ellos – 80.26

According to Keynote, the British websites ‘excelled’ in the download speed category with Tesco, Next, Marks and Spencer and John Lewis all ranking in the top seven, each with load times of less than seven seconds.

Tesco’s British mobile website was the fastest site with an average download time of 4.39 seconds for this week. The Swedish sites monitored struggled the most this week in terms of speed, with all of the sites monitored ranking towards the bottom of the table. Ellos had the slowest download time this week with an average of 34.77 seconds however a major contributing factor to this slow speed is because the Ellos site hasn’t been optimised for mobile.

All of the websites that Keynote monitored in Sweden were the main web pages, with vast amounts of data to download, as no mobile web sites exist for these major outlets.

Keynote said that this highlighted the importance of retailers offering a dedicated mobile web site, to ensure improved performance and usability to encourage transactions from mobiles.

Only one of the mobile sites monitored achieved 100% availability this week and this was the Australian site Myer.

Marks and Spencer was the best performing British mobile web site in fifth place, with 98.07% availability. John Lewis had the lowest availability of the British mobile sites monitored with 96.32%, putting it in 14th place overall.

“Mobile is quickly becoming a key channel for commerce, and it’s time that retailers started paying close attention to the online experience of their mobile customers,” said Robert Castley of Keynote Systems. “While it’s clear that mobile sites still lag some way behind full Internet sites in terms of availability and speed, with mobile devices becoming more and more sophisticated, consumers are beginning to expect a comparable performance on their phones as on their computers. Many customers won’t be happy if they’re made to wait more than ten seconds for a mobile site to load, and they’re likely to navigate away from the site. This will not only result in a loss of custom on that occasion, but site visitors might be dissuaded from visiting the same site in the future.”


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Filed under 3GPP LTE, Analysis, Analytics & Metrics, Enterprise Resource Planning (ERP), High Availability, Mobile Analytics, Mobile communication, Mobile Content, Product Information Management

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