According to new research from Mobiquity, Target is having significant success as a mobile device destination. However, the mobile engagement provider cautioned retailers that 48% of smartphone shoppers and half of tablet shoppers will abandon a retail brand if they have a poor mobile shopping experience.
In The 2013 Mobile Shopping Satisfaction Report, Mobiquity identified Target as the most-browsed mobile application/site, jumping ahead of Walmart. In the study, the top 10 sites browsed by smartphones in 2013 in rank order were Target, Walmart, Best Buy, Apple, Macy’s, Home Depot, Kohl’s, Lowe’s, Costco and Walgreens. The top 10 sites browsed by tablet in rank order were Target, Walmart, Best Buy, Apple, Macy’s, Lowe’s, Home Depot, Kohl’s, Costco and Sears. Mobiquity also pointed out that Apple’s mobile app/site is where consumers purchase the most, usurping Walmart’s prior top position in its 2012 study and also surpassing Target and Best Buy. The study demonstrated that the top 10 sites shopped by smartphones in rank order were Apple, Walmart, Best Buy, CVS, Target, Rite Aid, Macy’s, Safeway and Kroger. The top 10 sites shopped by tablet in rank order were Apple, Walmart, Best Buy, Macy’s, Target, Kohl’s, Old Navy, JCPenney, Land’s End and Costco.
Mobile shopping volume increased significantly in 2013, Mobiquity asserted, and at some retailers, even tripling. In 2012, for example, 14% of consumers shopped at Apple using smartphones. In 2013, however, the proportion of Apple customers shopping vial smartphone reached 49%. For the 2013 holiday gift shopping season, 49% of survey respondents said they would spending $100 or more using smartphone apps, representing a substantial increase from last year’s 23%.
However, the Mobiquity research indicated that problems with site design and user experience still can turn consumers off to mobile apps and sites. Indeed, those two factors became the top gripes of mobile users in 2013 versus slow-loading mobile apps and sites last year, Mobiquity maintained.
Consumers have complaints about both smartphone and tablet sites, the study demonstrated. In this year’s study, half of shoppers said that operating retailer tablet apps involves too many steps, while 49% said they couldn’t find the products they were looking for on retailers’ tablet sites. In addition, consumers complained that images were too difficult to see on 41% of smartphone sites and 35% of retailers’ smartphone apps. Only 9% of survey respondents said that the mobile shopping experience is better than that online while 35% said it is worse.