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Report: Mobile applications are not performing up to consumer expectations

November 6, 2013

For many consumers, one of the most important factors when selecting their favorite brands is whether or not they've been offered a branded mobile application.

For many consumers, one of the most important factors when selecting their favorite brands is whether or not they’ve been offered a branded mobile application. Selling products through smartphones and tablets and conducting transactions through mobile credit card terminals are an absolute necessity for businesses trying to foster customer loyalty in the modern marketplace. 

However, the applications currently being offered by many retailers may not be up to customer standards. A recent report from Radware found that the average consumer expects mobile retail applications to load on their smartphones in four seconds or less, for example. However, more than half of all online retailers offer applications that do so – which may help to explain the disparity between the amount of individuals shopping on mobile devices and the amount of individuals conducting transactions through mobile credit card processing pages. 

“While mobile sales are on the rise, they still fall far short of their potential,” said Tammy Everts, web performance evangelist at Radware. “More than half of all time spent with online retail sites occur on a mobile device, and we’re investigating why there is such a massive gap between how much time consumers spend on mobile retail versus how much money they spend on mobile retail. Slow pages are the number one user complaint around mobile sites, ranking even higher than site crashes.”

Everts went on to note that these findings should present themselves as a “wake-up call” to retailers who make use of mobile devices in the lead-up to the holiday season. 

There’s very good reason for retailers to focus on the commerce possibilities offered by smartphones: a recent Merchant Warehouse study found that more than 91 percent of responding consumers owned one, for example. More than 35 percent of those individuals noted that they would consider making a payment through their mobile device if they knew it was more secure than their credit card or debit card. Additionally, half of smartphone owners reported that they had made an in-store purchase using their mobile device at one point during the past six months. 

Even retailers have begun to investigate the benefits offered to them by optimizing mobile devices: roughly 30 percent of retailers noted that their customers had asked to make in-store purchases via their mobile phone at some point in the past six months, and 90 percent of merchants reported they have at least some familiarity with the prospect of mobile payments. 

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