Pure-play online retailers such as Play are outperforming their high street counterparts when it comes to mobile shopping services, according to new research.
With more people using their mobile devices to research and purchase products online, eDigitalResearch has launched the first UK Benchmark study to track and measure consumer expectations for mobile shopping.
The new mCommerce benchmark provides key performance indicators to help retailers successfully measure whether their mobile offerings are meeting growing consumer expectations.
The study assessed the consumer journey, from homepage to final product delivery, across 15 mobile websites from the leading brands.
While the study revealed pure-play ‘etailers’ such as Play.com outperformed their high-street rivals, boasting superior design and functionality, the study also showed a lack of synergy in terms of pricing and product availability with some sites seemingly hiking prices for mobile transactions.
Chris Russell, Director at eDigitalResearch, comments: “Consumers expect to get the same shopping experience regardless of the method of contact they use and it is important that these areas are addressed so that they get a seamless experience. Having different prices and offers is not only misleading, but will detract consumers from purchasing via their smart devices in future. It is clear from our study that there is a lot of variance across the mobile sites with surveyors particularly struggling with complex homepages and a difficult purchasing experience.”